Craft the Perfect “About” Page – 6 Things to Include & Avoid

How’s your personal brand coming along?

One of the easiest, most impactful steps you can take to advance said brand is to introduce yourself to the world in your own words. And the best way to do that is to take advantage of opportunities to create and populate highly visible “About” pages.

Virtually every mainstream social media platform has “About” or bio pages for users. If you run your own company or work in a visible enough role to warrant a subpage of your own, you have at least one corporate bio at your disposal. If you’re a contributor or editor with any media properties, you’ll likely have opportunities to introduce yourself there as well, policies permitting. And you can do whatever you desire with a personal website.

Some social platforms and blogging websites don’t allow super-long “About” descriptions or bios. Your business website almost certainly does, however. As you put together your professional bio, you’ll want to keep these six things in mind as you create yours.

 1.Set a Coherent Theme

 Choose a coherent, easily parsed theme and retain it throughout your “About” page. For instance, if you’ve built your business from the ground up, you can position yourself as a successful, self-made entrepreneur.

 2.Don’t Go All the Way Back to the Beginning

 There’s no need to begin your narrative at the very beginning. Unless it’s directly relevant to your work in the here and now, there’s no need to discuss your formative years or make more than a passing reference to your education. This about page for George Otte, a Miami-based entrepreneur, begins with the founding of his first company and continues through to the present.

3.List Relevant Bona Fides

 Putting together a compelling professional “About” page isn’t quite the same as writing an effective resume. But you’ll likely include some of the same details. Your corporate bio should include all relevant prior work experience, whether that means companies you’ve founded in the past or positions of escalating responsibility that led directly to your current role. You’ll also want to include certifications and credentials pertinent to your day-to-day duties: degrees, professional guild memberships, technical certificates.

 4.Avoid Filler Words and Phrases

 While you don’t need to bare down your bio to a resume-style bullet list, you’re not well-served by long, flowery descriptions either. Every sentence on your corporate “About” page should have a clear purpose: touting achievements, describing credentials, conveying credibility.

 5.Stick to the Meaty, Impactful Stuff

 Exclude tangential accolades, awards, and credentials, even if you’re proud of them. Stick to significant achievements with direct bearing on your current role — for instance, a “30 Under 30” entrepreneur award, not a debate team trophy from your college days.

 6.Choose a Great Photo and Relevant Links for Further Reading

 Your professional photo says a lot about your demeanor. Choose a composed, closely cropped image that shows you in professional attire, against a flat or out-of-focus background.

Pepper your “About” page with relevant links to other portions of your corporate website or outside web properties with content supporting the claims made in your bio. For instance, you might link to your LinkedIn profile or a Chamber of Commerce article touting your contributions to the local economy.

 Put Your Best Foot Forward

 At the end of the day, your “About” page is all about putting your best foot forward. Don’t overthink it — but do make sure you tell the story you want the wider world to hear. When you strike the right tone, anything is possible.




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