You may well find when setting up your website that your About page is the hardest section to write. So why have an About page in the first place?
The fact of the matter is that a website's About page is generally its most clicked-on after its Home page.
(Yep, your website visitors will usually read your About page before they’ll read your Work With Me or Services page...)
WHY YOUR AUDIENCE WANTS TO SEE AN ABOUT PAGE
We're drawn to About pages because - before we hand over our precious pennies to a business - we usually want to get a sense of what a company's all about.
Ideally, we want to feel like this is a brand created by people who share some of our values and worldview.
And at the very least, we want to know that this is a company or individual that we can trust to deliver what they're promising.
Not to mention that we all prefer delving into another person's story or learning about a company's interesting journey to, well, reading a Sales page!
But even though, as a business owner, you might intuitively *get* all of this, you may not have put that knowledge into action.
Upgrade your About page so that it connects on an emotional level - as well as on an intellectual level - with your target audience.
The problem is that when it comes to writing this particular piece of website copy, many people feel uncomfortable having the focus of the copy trained on them, and fall into using a tone that's kind of unappealing to their readers.
Plus, there’s the question of what exactly you should include on this page.
Given the ocean of information available online on the topic of About pages, things can quickly become confusing.
ABOUT PAGE mistakes
- Some people get carried away and reveal far too much detail about themselves and their personal lives.
- Others try to use their About page as a second Sales page, but forget to communicate the story and/or values behind their business which would make them truly stand out from their competitors.
- Still other businesses/blogs decide to use the page to show off their industry knowledge, but then pepper their writing with industry jargon that makes readers’ eyes glaze over with boredom.
- Plus, there’s the people who decide not to include an About page on their website at all, or who make do with a short, paragraph-length bio which drily conveys some key information, but doesn’t win them any love from potential customers.
So how can you create an About page that helps you build trust and a positive relationship with the people you really want to work with?
An amazing About page, as opposed to a mediocre or “whatever, it’s good enough” About page?
Well, I have good news and bad news.
the bad news on about pages
The BAD news is that this isn’t likely to be a piece of writing that you can just bash out in an hour or two – you’re going to need some time for reflection and for chewing your ideas over before you type this copy up and make it live on your site.
BUT making the investment to set aside that time now will save you from wasting hours down the line, drafting paragraph after paragraph of About page copy that you’re not ultimately happy with.
Also on the bad news front (and contrary to the claims of some marketing gurus), there’s no magic, fail-safe About page template that you can use to guarantee more business success for your company.
(Though there are some strategies you can use to organize your copy in more engaging ways...)
THE good NEWS ON ABOUT PAGES
The GOOD news, on the other hand, is that the format of About pages is actually incredibly flexible and accommodating, and once you get clear on certain essential details relating to your business, inspiration for what you want to say on this page should flow more freely.
Even better: the scary way of approaching your About page – where you view it as a piece of content in which you have to prove your authority and expertise to skeptical potential buyers – definitely isn’t the most effective method of creating this piece of web content.
Instead, approach your About page as an opportunity to convey precisely how your business helps customers and to communicate in a heartfelt way why you care about providing this type of help.
SO NOW YOU KNOW WHY HAVE AN ABOUT PAGE, HOW DO YOU WRITE ONE?
There are two main stages I recommend you go through in order to create an amazing About page that has your target audience champing at the bit to work with you:
- Brainstorming and clarifying your company’s mission and vision
- Editing/organizing your copy to convey your ideas in the most compelling way possible on your website
Ultimately, what an amazing About page does is make readers feel something about the company or individual they're researching.
And that something isn't just impressed.
Instead, they should feel a sense of connection.
Because your About page is where your company gets to be human. Where you, as a business owner, can be a person as well as an expert or entrepreneur.
So invite your personality into your About page. And use it to share a story that you actually want to tell.
(For help doing that, download the FREE 4 P's of Personality-Packed Copy Cheat Sheet, and use it to inject your page with as much of your personality as possible!)
Further recommended reading:
- 5 Genius Ideas For What To Include On Your Website’s About Page
- 4 Things You Definitely Need to Know When Writing An About Page
- Inspiring Prompts To Help You Write A High-Converting About Page
- 3 Templates For About Page Openers to Grab Readers’ Attention
- 4 Easy About Page Layouts (With Examples To Guide You!)