Wouldn't it be great if you could find a simple-but-effective About page template to immediately reel readers into your site?
Look no further! This article walks you through not one, not two, but THREE easy ways to open your About page, that'll hook your audience in and keep them eagerly reading to find out more about what you do,
In fact, most websites out there use a variation of one of these styles on their About pages, so you'll be in excellent company!
OPTION #1: the STRAIGHTFORWARD choice
"Hi! I’m Suzy. I’m the founder of GroWrite Creative. I work with talented, hard-working entrepreneurs who want copy with soul and marketing strategies with heart to connect with their customers and effectively grow their businesses."
That’s currently my own About page opener, and it’s a SUPER simple one.
Basically, you try to sound like a human being (which you already are, of course, but writing About pages can make even the best of us sound robotic...) who’s having a friendly, relaxed chat with your reader.
In fact, it sounds SO simple that you'd think it must be too good to be true.
But “Hi! I’m [name]. I’m a … who believes/is dedicated to/cares about/helps …” is a 100% legitimate About page opener, and an especially handy one for solopreneurs or companies where the founder is an important part of the brand.
In fact, the entrepreneur Marie Forleo opens her About page in a similar way. (And if it’s good enough for Marie, I ain't gonna turn my nose up at it…!)
BONUS: If you've read my other article, 5 Genius Ideas For What To Include On Your Website's About Page, and you've already created a short About page summary section, you could totally use that copy for an About page opener in this style!
KEY TIP FOR OPTION #1:
Keep your message simple and human
OPTION #2 MISSION AND PURPOSE
This is a HUGELY popular type of About page opener.
The glasses company Warby Parker has a famously effective one of these, as does - and you would expect no less of him - Simon Sinek. Nike also adopts this approach, as does Sara Blakely, the founder of Spanx, and it's common among a lot of Silicon Valley companies as well.
Conversely, The Hustle’s About page opens with a bit of an "anti-mission" mission statement, which I like a lot (and which does actually turn back into a more "traditional" mission statement by the end...)
*** Remember, you’re not trying to sound overblown or self-important here. Just as if you give a damn... ***
BONUS: If you've already used the article Inspiring prompts to help you create an amazing business About page to brainstorm your About page copy, you can draw on your answers to the prompts that answer the question “WHY does your business do what it does?” here.
KEY TIP FOR OPTION #2:
Keep your focus on why you do what you do
OPTION #3 SPEAK TO YOUR AUDIENCE
This is done by using a strong headline (it could be a statement or a question) that speaks compellingly to what your target audience is frustrated by or looking for.
The business travel company Lola does this nicely on their About page (though I think that they could go on to tell more of a story after that initial, strong opening).
So does the underwear subscription company MeUndies, in both the video and the copy on their About page.
Note that MeUndies stays positive here: they don’t focus on the obvious pain points of their audience (e.g. my underwear is old and sucky, I need more pairs of knickers so I can do laundry less frequently, I hate going underwear shopping, underwear is so overpriced, my underwear is uncomfortable etc.)
Instead, they go for an aspirational, lifestyle approach:
"Those people are having so much fun in that underwear! I want my days and/or getting dressed to be that fun!"
They also throw the idea of wearing - possibly uncomfortable - underwear for other people to appreciate straight out of the window, and make a promise that everyone can get on board with: we’re here to make YOU feel GOOD.
If you decide to go for an opener in this style, take an especially long look at your answers to the following prompts to determine your messaging and angle:
- Some quick, tangible benefits or “wins” that customers would want to see after purchasing my product/services are…
- Some deeper benefits they would want to see after purchasing my product/services are…
KEY TIP FOR OPTION #3:
Put the focus on your AUDIENCE
And remember: nothing about any of these three About page template options is set in stone.
Feel free to play around with them in order to come up with copy that showcases both your company's vision and your (brand's) personality in a way that you're happy with.
Want more inspiration or help on next steps? Check out the additional blog posts below and I'll walk you through everything.
Also check out my FREE 4 P's of Personality-Packed Copy Cheat Sheet to ensure that you infuse your About page with as much of your personality's magic as possible!Have questions? Insights? Want to share an About page opener that you love or hate? Post your thoughts in the comments!