I read a great story this morning.
It’s all about this guy who started blogging back in 2002 after he read an article on the subject. He spent all his free time teaching himself the ins-and-outs of blogging back at a time when all the “how to blog” resources we have today didn’t exist.
He continued to start additional blogs on different subjects, and soon discovered that he was making enough income to cut back his employment to part time so he could focus more on blogging. He decided to really give this blogging thing a go and see if he could make a living from it.
From there, he eventually did become a full time blogger, supported mostly by advertising revenue from close to 20 blogs. It seems this fellow had stumbled into a thoroughly modern new profession, and it allowed him to make much more money than he had previously.
Where did I read this story?
Of course, I’ve been reading Darren’s blog for quite some time. But if I had just stumbled upon it today, I would have clicked on the “About ProBlogger” link to see what was going on.
And that page would have done its job well. It caught and kept my attention, and it would have resulted in a subscription. All because he told me a story that demonstrated exactly the reason why I would want to read his blog, and at the end, he asked me to subscribe.
That’s what the “About” page of your blog is for. Without a static homepage, and with numerous potential entry points via links or search results, the “About” page of a blog is an important opportunity to convert a new visitor into a regular reader.
The necessity of understanding exactly what your blog is really about is why we examined remarkable benefits, how to find them, and how yours must be expressly communicated before we started with this series. Because if you are not crystal clear on why your blog is worth paying attention to, potential subscribers are not going to figure it out for you.
Most blog “About” pages tend to be about the author, not about the blog. And most of the time, that’s where visitors will click away, never to be seen again, because they were provided with no compelling reason to ever come back.
I use Darren as an example of an exception that proves the rule. Darren tells his own story because it so happens that his story is exactly the “reason why” you’d want to read his blog. Darren’s story is what gives his blog credibility and value, and that’s why it’s the right story to tell.
A first-person narrative is exceptionally effective when the primary benefit to the reader is to learn how to emulate some characteristic of the person telling the story. It could be about a guy who learned how to play the piano really well or another guy who makes good money from blogging.
In most other cases, however, a story about the blog author is not the most effective approach. That’s why I’ve pushed down information about myself on the Copyblogger “About” page, and even that’s done reluctantly.
As an information delivery platform, business blogs only have value in what it can teach. A compelling “About” page must communicate in no uncertain terms what the reader can learn and why it’s important to them.
In other words, your “About” page has to sell the blog before the blog can sell you.
Are you getting in the way of what your blog is really about?
About the Author: Brian Clark is founder of Copyblogger and CEO of Copyblogger Media. Get more from Brian on Twitter.