TOC #222: Two truths and a lie
(March 25, 2025) My easy About page checklist
I’m one of those freaks who actually LOVES networking events.
(How many times have you heard me talk about my Chamber of Commerce? And that literally ten of my really good friends came from networking at their events? Yeah.)
Put me in a room full of strangers, and I’m thriving.
Slap a name tag on me and set me free! 30 minutes later, I'll know how Jim and Helena fell in love, why Andrew moved here from Utah, where Gretchen's boss is opening up his next office, how
But even I have my limits.
Like when the host claps their hands together and says, “Let’s go around and share a fun fact about ourselves!”
And suddenly, poof — all personality, gone.
“Fun fact” is a boner killer. I've never seen anything kill a vibe more than the sentence “share a fun fact.”
“Uh… I’m Sara? I went to Australia once when I was 16? I own a toaster?”
(Thrilling. Riveting. Tell me more.)
No one wants to do this. And, most of the time, no one cares about anyone else's fun fact.
But Two Truths and a Lie? Now THATTTT is an icebreaker I can actually get behind.
Maybe it's the *has-ADHD-so-much-gamify-everything* gene, but I think it's actually the Marketing Girlie gene:
Because the truths you pick? They say way more about you than any generic “fun fact” ever could.
They're MEMORABLE.
They're RELATABLE.
They make people CARE.
And who doesn't love seeing what people assume is the lie?!
If you read my newsletter often, you'll be able to spot my lie — I'll make it easy for you:
1️⃣ I once got a matching tattoo with a boy on a first date.
2️⃣ I broke up with a boy because his shoes icked me.
3️⃣ I have two siblings.
If you guessed #3 was the lie… obviously.
But the truths? You learned something about me! You're gonna remember that I'm the girl who shares her dating stories on the Internet! Maybe you even laughed!
Maybe you thought about how chill and casual and cool and relatable I am!
And that’s exactly how your About page should work.
Your About page is supposed to do more than just list your qualifications or tell some neatly packaged version of your “why” — and definitely more than the boring ass “tell me your fun fact!” energy.
It’s supposed to make people feel like they get you. Like you’re the right person for them.
Let's talk about how to do that… 👀
My Easy About Page Checklist
While your About page will — and should! — be different from anything else out there on the Internet, that doesn’t mean you can’t use a checklist of must-have sections to your advantage.
Whenever I’m writing a client’s About page, I always reference the following list of what I call “Definitely Includers” (aka the things we… duh: definitely need to include).
#1 — Attention-Grabbing Headline
I literally forbid you from writing About Me, Meet The Team, Our Story, Get To Know Us, or any other cop-out headline. You can do better, I swear.
(Pro tip: write this last, when you’ve determined the overall vibe for the page, and use the headline to sum up the overall message once it’s done.)
>> Click here to learn how to write better headlines
#2 — Value proposition
Kick things off by telling them what you do and why you’re unique. (This could also serve as your headline!)
Don’t get too tripped up about this section, though — I find that most people really overthink this one, because it’s hard to figure out what makes you different, or why you stand out.
>> Click here to learn how to be cool on your About page
#3 — An Addressed Elephant
What’s the thing they’re hoping to gain; the problem of theirs that you’re qualified to solve? The reason that they’re spending the time searching for someone who does what you do? Mention that.
Address the elephant in the room & help them feel like you understand what they’re going through.
#4 — Differentiator
Now, tell them what makes you different from your competitors.
Is it your specific approach? Is it your client process? Is it your unique first-hand experience dealing with what they’re dealing with? Is it your experience in the field? Identify your differentiator, and make it simple.
This BTL Client About page from a few years ago does a good job explaining why she’s different from her competition.
#5 — The You-And-Me Intro
Readers are inherently selfish.
So, you’ll want to share introductory details about yourself, but make it the ones that your readers actually care about learning up front — aka the ones that relate to them, and make you feel like you could be a kindred spirit for them.
Here’s a BTL client About page that does a good job of proving that she knows precisely how the reader is feeling, making them feel understood, and helping them to understand that she’s been in their shoes.
Here’s a BTL client About page that does a good job of speaking to exactly what the reader wants (and has been struggling to find).
Here’s a BTL client About page that does a good job of addressing the reader’s main objections, and proving that she’s the right person to offer them a solution.
Here's a BTL client About page that just fucking slays and is my perfect About page example.
#6 — The More-About-Me Stuff
Continue on to tell them more about your background / expertise / why you love what you do… anything still-important-but-kinda-secondary to what you already shared.
#7 — Social Proof
Back up your ‘I’m cool you should hire me’ speech with some good old-fashioned social proof. 89% of customers check online reviews before making a purchase — the stats are basically begging you to include testimonials.
#8 — The Fun Stuff
Personal detail time, baby. Hit them with some quirky facts, or an engaging timeline story of your biz, or a funny, relevant story…
>> We'll talk about this in my upcoming FREE About page workshop!
#9 — Call To Action!
Your About page’s job is to direct your reader to the next step.
They’ve checked “get to know the human behind the screen” off their list, now they have two options: X out of your site, or move onto where you want them to go.
I recommend sending them to Services or Contact!
& DONE, BABY!
This checklist was everything you need to write the perfect About page, but if you're still stuck, I have 2 things that can help you:
→ My “I'M COOL BUT MY ABOUT PAGE ISN'T” workshop happening on April 17th, where I'm teaching you all about how to define your cool, then confidently communicate that on your About page
→ My DIY website copywriting course designed to help you write your website in 30 days or less with strategic SPRINTS (it's the most supported you'll ever feel in a self-paced course, because I'm on Slack 24/7 to answer your questions AND I'll review + edit your website copy draft for you before you publish)
Bookmarked by BTL
How To Become A Mind Reader (So You Can Become The Best Copywriter…)
Cold Pitches & Freak Magnetism with Brand Design Expert Eva Couto
How I Made $7k in 10 Days from a $77 Offer
SIDE NOTE… Did you know I offered this?!
PSA that you can literally hire me to be your newsletter sounding board for 30 days and you can message me 24/7 rapid-firing me all of your thoughts, drafts, and everything + I'll respond asap and brainstorm and edit !!!!!
One of my fav girlies booked my 30-day newsletter Slack mentorship moment last week, and within 1 hour we've named her newsletter, I've reviewed a draft, and we've decided on a whole ass new vibe for her weekly emails.
She messaged me saying "and yes I’m rapid firing cuz holy fuck it’s nice to have a sounding board" and THAT is why I do this.
You definitely have SO MANY good ideas that you either need validation about or a small tweak to, and those are things you just can't get from a one-off workshop or call.
A quick impromptu lil Slack convo pep talk tho? IMPACTFUL as fuck.
>> Click here for the details!
As Melo said, literally just ONE newsletter's worth of feedback made the investment worth it.
& for only $300, you cannot beat the 1:1 support you're getting.
>> Secure your month of Slack access to me here!
xo,
—S
P.S. If you're a copywriter looking for a mentor, my next cohort of my group mentorship program is enrolling soon! Make sure you're on the waitlist if you're interested :)
If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
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