How to Write a Great About Page
Your about page is one of the most important pages on your website.
Why?
Because, if you get it right, it will help you create a strong affinity between you and your prospects, build a relatable brand, and position yourself as the go-to expert in the space you want to occupy.
People buy from PEOPLE.
And they usually buy from people that they know, like, and trust! This is a great place to start building a relationship with your audience, as this is the place where they can get a real peek into who you are, why you do what you do, and what you stand for.
I’m going to start by saying there are NO HARD AND FAST RULES. If you’ve done your research and you KNOW your readers, by all means switch things up a bit. But I’m going to cover some things that are pretty much the must-haves of an effective about page, but feel free to have some fun/get creative… as long as it speaks to your people, go for it. You can always test a few different versions, and see how people respond!
What you should cover:
How/why you started your business
What makes you and your brand unique & cool
What are your brand values and beliefs
Who you serve
A little relevant personal info about you—we’re relationship building here, so they will want a little peek
And… why clients/customers should choose you!
Creating the "About Us" section of our website can be a little challenging, and is often left for last on our to-do list. It can be a little weird to brag ourselves up, and many people really struggle to tackle this page. (This is why it’s easier to hire a pro to do it for you! 😁)
Sadly, it's kind of a societal norm to discourage self-promotion, so it's not surprising that we might feel a wee bit uncomfortable when it's time to highlight our own successes. After all, it's an entire page aimed at convincing your customers why they should think you're awesome. It can feel ick.
But here’s a key point:
Your About Page isn't really about you, it's about your audience.
People are going to check you out before they decide to invest time or money in your products or services. They want to know what you can do for them right now. If you have an online business, you need a strong About Page that's targeted to your ideal client.
If someone is interested in working with you, they will most likely read your About Page before making that decision. They want to get a feel for who you are—your background, your experience, and if they can trust you.
This is also a great place for people to learn how you can help.
First, you need to make sure your About Page is directed at your ideal client. You don't want to spend your time writing something that doesn't answer the right questions! You want to reassure your reader that they are exactly where they need to be. Of course, people who aren't typically among your audience will read your about page, and that’s totally fine. It could turn away as many people as it attracts, as long as it's attracting the right people.
Spend some time planning your opening statement "above the fold."
This first section of your page, at the very top, is important real estate. Take advantage of this space!
Most websites will have a headline and a subheadline here, but there is nothing wrong with getting a little (or a lot) more creative!
Please just promise me:
You won’t start your about page with "About me", OR Meet *... *, or even "Welcome to..."
You deserve better... in fact, I challenge you to think outside the box! (As long as it's still CUSTOMER CENTRIC). You want to grab their attention and encourage them to read on... Hit them with something. Clever, funny, informative... whatever it is, you want to keep them on the page!
I mean… go nuts if you want to! As long as it’s INTERESTING and RELEVANT:
Tell a story!
Telling your unique story on your about page is a great way to build trust with your potential customers.
Why?
Because after reading it, your customers are more emotionally invested in your brand. If they can relate to the same values, hardships, or victories that you’ve faced, you’ll start to build the necessary rapport that creates long-term loyal customers.
No one else is running a business like yours, for the same reasons that you are.
Your unique story is what sets you apart from the competition, and your About Page is the place you can highlight the most important differences. Besides, if people have faced similar hardships and triumphs as your brand, they’ll be naturally attracted to your story.
Your About Page is a great place to affirm exactly who you are, and the way you want to be perceived by the world.
Again, your About Page is really about your reader.
Address your audience's concerns and answer their questions.
Do your research, because obviously the best way to accomplish this is to listen to what they're asking for.
Where do you find this information?
You can find it on social media, through surveys, from email responses, questionnaires, reviews and testimonials... it's even wise to check out your competitors and see how they are problem solving. There is a treasure trove of information out there, get creative!
So what are specific elements I should include?
Choose the biggest concern that you hear from your audience and your customers, and address it using positive language.
Tell them how you can help them with this problem and why you are uniquely qualified to do so!
Introduce yourself/your company.
Tell your brand story.
Talk about your biz and what you do. Tell them WHY you do what you do. Brand storytelling lets you connect with your audience because you share values!
Talk about how you have grown and evolved.
*Let your personality shine!*
Stay true to your brand voice.
Be sure to include a photo of you (and your team members, if you have them!)
DONT:
Include a sales pitch. This Isn't the place.
Use industry jargon. (Unless you are 100% sure your readers will know exactly what you’re talking about.)
Use buzz words. Just use natural language, it sounds more genuine. Unless you really are "on a mission", don’t say that you are.
Brag. I mean, brag a little. But don't be gross about it.
Say “me” more than you say “you”
Make this a resume.
BE BORING!
What is the goal of your About Page?
Be clear on your purpose before you write.
About page outline:
Hero section:
Clear page title
What/who you are
Include a great photo. People want to see who they’re learning about! (* this doesn’t have to be in the hero section, but be sure to include one in your conversation section!)
Start a conversation:
Show your prospects that you understand their problems
Give them relevant details on who you are and how you work
Client logos:
(Not a must, but is another trust and authority-building addition.)
Testimonials
that support your main claims
Introduce your team (if applies):
Photos
Ultra-short bios with relevant details
More credibility enhancers:
One-two testimonials
Or featured case studies + a link to view more case studies
Call to action: What do you want them to do?
"Book a call"
“View my services”
“Check out my portfolio”
“Download this ebook.”
“Contact me”, etc.
Do your prospects care about your philosophy, your mission and your values? If this is something that will be important to them, weave this into your copy. (Ie: Sustainable products, non-profits)
Use personal stories, family situation, hobbies, etc with caution. This needs to be engaging and relatable to the reader. (This can be important for life-coaches, family photographers
Just make sure that at least 80% of your page is content that is directed to your readers. The rest can be about you!
Some important About Page tips:
Jargon:
The right kind of jargon: Industry terms your prospects understand and use to describe their current situation, problems and desired outcomes. Use it to show your prospects you know and understand their field. The wrong kind of jargon: Words and phrases that you think sound “smart” but offer no value for your prospects, and can just be confusing.
Too much self-focused copy:
If you say "we/ours" or "I" more than you say "you/yours", you may lose your readers. They want to know about you, but only in how you can help them. that's why they're on your site.
Too many stock photos:
Not including enough photos of you and your team is a real lost opportunity. it helps your prospects know, like and trust you more.
Be sure to boost credibility:
Testimonials. Photos or you and your team. Logos of businesses you've worked with, and any education, memberships, awards, etc that you have achieved.
Reassure your prospects
that you’re the right choice for them… by telling them ONLY the things that will make them see you as likeable, AND an expert. And do it in an upfront and trustworthy way!