Were you aware that almost every company with an About page uses a variation of one of just THREE opening styles?
Want to know what those openings are and how they work?
I gotcha. (Plus I provide you with effective, real-world examples of those opening styles in action…)
As About pages are crucial pieces of web content when it comes to building meaningful relationships with prospective customers, let’s make sure that you open yours in a way that captures your target audience’s attention and immediately sparks their interest.
Ready for an About page upgrade? Let’s go!
OPTION #1: KEEP IT STRAIGHTFORWARD
“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 really, really 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 at times…) who’s relaxed and having a friendly chat with your reader.
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 …” 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, I recently noticed that the entrepreneur Marie Forleo opens her About page in a similar way. (If it’s good enough for Marie, I’m not going to turn my nose up at it…!)
BONUS: If you looked at 3 things you definitely need to put on your business About page and you’ve already created a short About page summary section, you could absolutely use that copy for an About page opener in this style.
OPTION #2 MISSION AND PURPOSE
Then, there’s the mission statement opener, aka. the WHY of what you do.
This is a HUGELY popular 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.
OPTION #3 SPEAK TO YOUR AUDIENCE
Use 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 (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…
And remember: nothing about any of these three About page openers 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.
Ready for the next step?
Let’s talk about how you might organize your About page.
Still brainstorming? For more inspiration, take a look at:
- Inspiring prompts to help you create an amazing business About page
- 3 things you definitely need to include on your business About page (checklist!)
- What’s your About page *really* all about?
Have questions? Insights? Want to share an About page opener that you love or hate? Post your thoughts or musings in the comments below and I’ll reply!