The Most Overlooked Piece of Real Estate on Your Blog

There is a place on your website that you’re probably neglecting. It’s the same place new visitors flock to every day to see if what you have to say is worth listening to. And many of these would-be readers leave your website, disappointed.

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Photo Credit: Kevin_Morris via Compfight cc

What is this place, this magical part of your blog that, if you paid more attention to it, could be a big-time difference-maker?

It’s your about page.

Say what? You mean, that silly little “about me” page I created on Day 1 of my blog and haven’t been back to since?

Yep. That’s the one.

Why your about page needs more attention

Other than your homepage, which is usually the first place most first-time visitors drop by, your about page is the most important, and often the most viewed page on your website.

Why is this?

  • Because nobody reads something from a writer they don’t trust.
  • Because people want to connect with other people – especially on social media.
  • Because sometimes it’s hard to tell what your blog is actually about, even after reading a few articles.

An about page is a powerful resource, because it can quickly and easily address those three issues in one fell swoop. A good about page will immediately build trust with a first-time visitor, make readers feel more connected to the person behind the blog, and give them an idea of what to expect in the future.

Three keys to awesome about pages

So what does a good about page contain? A few things (with some real life-examples):

  1. A welcome. This could be as simple as a headline that says, “Welcome to my blog!” followed by a brief bio on who you are and what you do. Chris Guillebeau does a great job with this without getting too wordy, as does Penelope Trunk. (Note: I recommend writing your About page in the first-person as this makes people feel more like they are talking to a real person. I learned that tip from Michael Hyatt.)
  2. A promise. This is where you tell the reader what it is you do, why you do it, and how often. For example, my friend James Clear promises on his about page to send you helpful habit-building articles via email twice a week (every Monday and Thursday). He sticks to that schedule and to his published values regularly, because he understands that delivering on what he promises is essential to building an audience.
  3. An invitation. This is where you ask people to follow your journey, to read a few articles, or maybe even to subscribe to your blog. See how I do that on my own about page. I learned this from Derek Halpern who leverages his about page to get more email subscribers. It’s a smart strategy.

It has to be epic

Okay, so you’re still not convinced. Or maybe you are, but you don’t know what that means for you. Fair enough.

How about one last story, and some practical application for how you can turn your about page into a powerful resource that gets shared across the interwebs? Great. But I have to warn you: this isn’t easy. Your about page has to be over-the-top awesome.

As an illustration, let’s take a look at Clay Collins.

Clay is the founder of a software company called LeadPages. But before he did that, he was just a blogger trying to generate leads for his online business. When he turned his average, run-of-the-mill about page into an epic story of awesomness, he saw his social shares go through the roof and his traffic explode.

This is what I call the “Epic Story About Page.” It tends to be more long-form, usually 500–1500 words, and it only works if you have a really good story to tell (fortunately, you do).

Basically, this is just an article sharing your story and inviting readers to join you. It works when you offer valuable content that encourages people.

The lesson: Don’t just tell us about you. That’s a rookie mistake. Instead, share an inspiring story that will compel people to not only join you but tell their friends about you. Good stories spread.

So what does this mean for you?

Well, that’s kind of up to you. I suggest you begin here:

  1. Review your about page. If it’s less than a few hundred words, you might want to beef up the content. Make sure you have a welcome, a promise, and an invitation.
  2. Tell an epic story. In addition to the three keys, make sure you bio section is amazing, the kind of thing that could be turned into a movie. How do you do this? By focusing on your struggles, on the areas in your life where you saw some kind of extraordinary breakthrough (you may have to dig, but we all have those stories).
  3. Ask people to read and share. This is the last step, when you see if what you’ve written is actually good. Because if you share your about page and people don’t respond by telling others about you, then you haven’t scratched the right itch. You need to go back and tweak things.

Want more advice on blogging? Checkout this free guide to get setup in 8 minutes or less.

What’s something that I missed? Have you seen other examples of powerful about pages? Share in the comments.

102 thoughts on “The Most Overlooked Piece of Real Estate on Your Blog

  1. I just caught on that I must have deleted my “About Me” page long ago! Thanks for…eh…pointing this out. 🙂

  2. I’ve rewritten that page a million times and it still sucks… It’s funny how writing about yourself is the hardest darn thing EVER. Maybe I just need to live a more epic life or something…

    1. I have led an epic life and still can’t write about it because who cares about my life? Ha. Lori from AfricaInside.org

  3. You are exactly right my friend! Every time I happen upon a new blog, the first thing I do after reading the article is visit the about page. Based on what I see, I either add it to my feedly account or subscribe via email. Also, make sure the “about me” is also focused on how you help your reader!

  4. Why’d you have to start with the hard stuff?

    I’ve been meaning to rewrite my about page for so long. I guess today has to be the day. Thank you for the kick in the butt. I needed it.

  5. I’ve made it ‘epic’ as far as length is concerned. And I try to tell a story. I’m not sure if there’s enough ‘how to help the reader’ in it. It could probably be a simple tweak. Feedback appreciated. And feedback will be offered (if I can figure out if you reviewed). Thanks y’all! (and you too Jeff). https://salesexperiment.com/about/

    1. I like it, Brett, and think this is a terrific start. My advice would be to explicitly answer the question for the reader, “What’s in it for me?” There’s a lot of backstory and stuff about you, and I think you could make that more concise and value-packed for the first-time visitor. Just my two cents. Great job so far!

  6. You’re so right. But wondering about blogs that are part of a business site? I’ve got a product-based business that I launched earlier this year and am only now getting around to putting together a blog strategy for it, as I know it’s essential. Should the blog be built right into the site (in which case, the platform I use doesn’t have a separate “about” page for the blog) or be linked to a separate blog? I suppose the About Us page for the overall site serves the same purpose?

  7. You’re right, Jeff. The About Page is something I read when I visit other people’s sites. It’s time for me to revisit my long forgotten about page and write something epic.

  8. Painfully practical! Why didn’t I ever think of this? Thanks Jeff for sharing this. Today, I started off on an epic journey. My first coaching gig! Laying on the couch now, bone-tired but ecstatic. My dream job is rolling out of the station. Then you send this through… Just the perfect way to close my day. Thanks!

  9. STAR-STRUCK!
    Thanks to the reference to Penelope, I visited her About Me page and learned she
    played professional beach volleyball! Now, back to evaluating and updating my own
    About Me page 🙂

  10. Awesome tips, Jeff. I’m revisiting my About page to tweak it a bit. I have mixed feelings about the long form biography approach, however. Sometimes a long approach can feel a bit, well, long winded. But I have to admit the examples you provided were absorbing, so I’ll have to explore that more. Thanks!

  11. This is exactly why I love reading your posts Jeff! I reviewed my about page and it wasn’t all that bad, but when I went through it and really used the information you provided it has come alive! I added the transparency element and it makes me feel that I am being more honestly myself. Thanks again for all you do for me through your work.
    https://www.dianerheos.com/about/

  12. Rewriting my about page is loooong overdue!

    I think I’ve struggled with it in because I’m still learning which of my stories are epic enough for others to join me in — sometimes it feels like a sloooow process!

  13. I started my blog about a year ago. Unfortunately, I have not been good
    about posting regularly. My problem? Perfectionism! I have quite a few
    drafts, but they just don’t make the cut in my mind, or I get too busy
    and start writing about something else the next time, or I don’t want to
    hurt someone’s feelings.

    So Jeff, you have challenged me and I am determined to start writing more regularly! I just wrote how I want to write every week into my About Me, which by the way is on my home
    page so people don’t miss it. I don’t know what your thoughts are on
    that? I don’t really have a story in it, but it does lead people into
    who I am and what I am writing about.

    Thank you Jeff for sharing your insight and knowledge with us!

    https://stephaniecolemanfish.wordpress.com/

  14. Hi Jeff – I have been following your blog for several months and want to appreciate you for being a Love Cat (see Love is the Killer App by Tim Sanders). You generously offer top quality advice and do it in a very personal and humble way. This enlightening post was very timely as I started working on my About Me page for my new site yesterday. Thank you.

  15. Hmm, definitely an interesting place to start out the challenge! I haven’t touched my About page in four years (I’d forgotten I’d even added it back into the navigation), so it’s definitely time for some spring cleaning. Will be a nice chance to sit down and figure out the story of my blog at the same time…

    1. This was a great exercise for hunting down what it was I wanted to do with the blog going forward. It really helped me trim back some of the excess layers I had built between the reader and the content when I consolidated the six blogs into one. 🙂

  16. I often wondered what drew me to the blogger that I read. It is the About page. After reading about their life or what makes them tick, I know there is something about what they have gone through or how they have handled it, that I can identify with and want to take the time to read,. It will not matter how well I express what is on my heart if the people who need to read my blogs never know they can identify with me or what makes me tick. Thanks for this post.

  17. The about page is a hard one for me. I have the constant reminder in my head that a blog is for the reader, not the blogger, and I doubt people want to read about me. I have what I thought was a good About Page but after looking at your examples, I’m clear my about page needs a revision. Thanks for this.

  18. Note to self: Redo your about page.
    Great post and I am seriously getting this job done TODAY!!
    I’ve never been happy with my about page as it didn’t feel like me. Well that is going to change. NOW!!

  19. This was a great exercise, Jeff. I’ve written a few About Me pages but you’ve emphasized a few key points that I hadn’t done before. Thanks.

  20. Thanks Jeff,
    I just rewrote my about page and would love to hear your thoughts on it: https://jkoch.me/about-me

    I think I have an inspiring story to tell for my target audience (quitting a secure job to become self-employed having minimal savings), but I needed to emphasize this more on my about page.

    Best regards,
    Jan

    1. Hi Jan, your about page looks good! I was only wondering about the following, you say: If you want to here more. Should that by any change be: hear more? If not that please ignore my question.
      All the best,
      Emunah

        1. Good 😉 Tell me something; was it hard to make the start to having your own business? Was it hard to change your mindset? I’m still in the “thinking” process so I’m interested to know.

          1. The mindset part was very hard. I was working as business consultant before, used to getting “safe income”. Even though I wasn’t happy, I enjoyed the security of getting a monthly paycheck.

            But I realized that there’s more to life than spending 40 hours a week in a job to get a paycheck – and to enjoy only 2 of 7 days a week.

            I started the business on the side for the first 6 months and quit the job once I made enough money on my own to replace the income.

            I truly believe that anyone can build a business on her own by starting on the side. It gives you a security net in case things go wrong, though it’s demanding.

            Being an entrepreneur means that you’ll have to get comfortable with being uncomfortable. I still have days thinking that nothing will work out and I’ll end up broke. The challenge is to get over the fear and embrace the freedom and joy entrepreneurship gives you.

            We can have a chat about this on Skype if you like 🙂

      1. savedforapurpose.blogspot.com or also on Speaking the truth in love on WordPress
        I hope I am doing this right.

  21. Hi Jeff, This is my first visit to your blog. I have written my about page over quite a few times and I think I have it now but I make think different when I read it again tomorrow. Thank you for your detailed advice and I will try it again tomorrow. I would appreciate suggestions if you have time. Thank you.

  22. Great advice. I had recently participated in Michael Hyatt’s free webinar, during which he said very similar things about the About page. I worked on it some then, but your idea of telling an epic tale has spurred me to work on mine more. Thanks!

  23. Hi Jeff, I’m a little late with joining the conversation. I love your advice!! I need your help with something. I have trouble getting over my fear that people will judge me when I put so much of myself out there. I know it sound a bit strange…..when starting a blog. But my most difficult challenge right now is overcoming that fear. I wrote a about page, but I haven’t put it out there yet……do you have any tips?

    1. I had fears just like you Emunah. But I’ve just laid it all out and it worked just fine! Now I have no ambiguity on why I blog and my audience, hopefully, has a better idea of what to expect from me. You can identify a person that you trust and run it by them. All the best!

  24. Jeff, I can’t believe how crappy my “About” page is after reading your post. I spent the whole afternoon today working on the new text. It should be up and running in the next couple of days. Thank you for bringing us yet another gem that we can place on our ‘crowns’. I am getting better by the day…

  25. Thanks for sharing this, Jeff, it is so true, passing it on via social media and reviewing my about page as well.

  26. Have you seen Derek Halpern’s (soicaltriggers.com) explanation of the about page? I thought it was interesting and very useful. Btw you have one of the best about pages I’ve seen lol.

      1. How did I miss that? haha…talk about embarrassing. I thought you did because when I looked at your about page you had the email button in the middle.

        Sorry about that lol.

  27. In the section, “So, what does this mean for you?” in point 2, “Tell an epic story”, you say “make sure you bio section is amazing.” I think you wanted to write “make sure your bio section is amazing.”

    1. Kenesha, I would love to see some pics to just stimulate the page even more. I am loving the “hand to mouth” name so if you could visualize that some how i think it would look great!

      1. Thanks Kyle. I am still up in the air about the pic the ones I found online seem so impersonal. I looked at your about page and tour pics fit so well.
        Plus I love your premise it’s a topic very close to my heart.

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  29. I have been putting this off forever – updating my about page. I too follow Hyatt and 40 other influencers. I have a decent about page but it needs some love. The sad part is I have an amazing story to tell, having survived civil unrest in my native country. I suppose I justified not updating the page by focusing on my book projects. But I made a commitment, after reading this, to do something about it this week. After all I always tell those who listen to my podcast to “just take action.” Well, I will take my own advice. Thanks for the great tips!

  30. Jeff, does all of this advice apply to corporate blogs as well? Look forward to hearing from you.

  31. Thanks for the helpful advice on sprucing up my about page. And I love the title of the post; I couldn’t help but find out what the most overlooked piece of real estate was on my blog. 🙂

  32. Thanks for re-posting this. The first time I read it, I immediately created my About page, but I’ve been aware that it needed updating for a few weeks now. Reading this again motivated me to head directly over to re-write it. I still have a few tweaks to make, but I think I’m on the right track now. Thanks again!

  33. Hey, Jeff! Thanks for writing this. As I was skimming through the “Intentional Blogging Challenge” group page posts to find where I’d left off, I saw this one. This not only answered questions I had about revising my About pages, but also introduced me to other writers such as Penelope Strunk. I was already familiar with the work of Chris Guillebeau, Michael Hyatt, and Derek Halpern, and I subscribe to their newsletters. So much to take in and so much to learn and put to use! But I’m now excited and still “in”.

    After looking over several About pages and brainstorming about page content, I even found someone to add to my interview list when I get to that challenge–someone who understands some of the challenges I face in my own life at the moment! I bookmarked the page so I could get back to it later, as there’s so much to process and so much I need to learn, while at the same time jotting down both interview questions AND other questions to be asked outside of the interview.

    Again, thanks so much for all you’re posting here, as I’m getting a lot of questions answered that I had before when I first purchased “The Art of Work”.

  34. Interesting collection of links. I especially appreciate your sharing your various technical support sites. Thanks for that.

  35. I think every real estate site should include social media channel on their websites I was looking to buy villas for sale in jumeirah islands and that’s why I was looking for some real estate tips but I found your blog anyways real estate agents should focus on real estate also .

  36. Great advice! Exactly what I was looking for. Just a side note: the link to Clay Collins’ about page seems to be down …

  37. Amazing advice. To be honest, there are a few things here that I myself did not actually implemented on my real estate company Marbella Property CO . Thank you for sharing this really informative article. One thing, I’d just like to inform every entrepreneur as well that the about page may be a very important key page in this industry, we should also aim to perfect all other aspects of the site.

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