How To: Write A Killer About Page

So you may already have a website or maybe you are busy building one. Great! So amongst all the information you have included and the messages you want to get across, have you considered the importance of your about page?

Did you know that the about page is one of the most visited pages on your website? In light of this, you need to spend some serious time and energy on how you articulate the essence of your business! At the end of the day, communicating how and why you do what you do is what allows you to connect with your visitors.

Crafting a compelling bio is difficult, so let’s talk about how to create a better one! In our job, there are certain mistakes that we see again and again on websites that deserve better. These mistakes are easy to fix and they’re pushing away the people you want to bring closer! A good about page is simple and communicates a few key things about you and your business that are beneficial for your customers to know. Read on to make sure you are taking these points into account when creating your stunning, user-friendly and helpful about page.

HOW TO WRITE A COMPELLING ABOUT PAGE

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  1. Know who you’re talking to
    Understanding the prospective customer is the most overlooked aspect of business communication. Every message you craft should begin by understanding the audience it’s intended for. If you don’t know who you’re talking to, how can you tell them what they want and need to hear? Start with why, but don’t forget who.

  2. Don’t just lead with the facts
    People need to know more about the real you. Facts alone don’t persuade. Make your website a window for visitors to discover what you have to offer, not a wall covered in advertisement posters.

  3. Share your values
    Tell people who you are and what you believe in!

  4. Show yourself
    Build trust by adding a well-shot photo to your bio and about page. Why? Because people are more likely to remember you if they have a name and picture as reference point!

  5. Tell the story of your professional journey
    Explain how you got to where you are today. Your backstory doesn’t have to be a chronological list. Make it interesting. Enable people to understand how you know what you know.

  6. Tell people how you can help them
    Be specific and remember to add links to products and services! People often forget to link to what they offer on their about page, which means they’re missing out on a a prime opportunity of displaying their most popular products or services! Why would you not display your offerings on your website’s most visited page?

  7. Demonstrate how you’ve provided solutions for others
    Link to your portfolio, testimonials, projects or client case studies. This gives a sense of what it’s like to work with you and will show others that they can trust you too!

    Tip: Include links to your social platforms! This allows visitors to get a real insight into the day-to-day running of your business. You must make sure that your social platform is kept up-to-date for this to have an effect. Want to know about our social media management services? Read more here!

  8. Add your contact details
    Your about page should not only provide information and build trust, but it must also encourage potential clients to get in touch.

  9. Don’t make it all about you!
    I bet you think your about page is about you and this is perfectly natural! Yes, it’s a spot for you to talk about yourself — but only in the context of how you serve your readers. What most site-owners miss is that your about page is actually about the person who clicks the link to see it. Talk to that person about why they should bother reading your site, about the problems you solve, about how you can help, and about what they’re interested in. Think about why you’re writing your about page in the first place and how you want the reader to feel when they’re done reading it.

    If you absolutely can’t resist self-absorption, create a personal blog or personal social media account and throw in a link to that. Here, you can put all the tedious about your struggles and your cat’s gluten sensitivity. But for your about page, keep it about the reader and how you can help him/her.

*Bonus*

  1. Write like you speak
    I know it’s tempting to add words you never use, but you’ll just end up sounding unlike you. If you’re having trouble with this try speaking and recording your story first, then write up the best bits. For some reason, when people sit down to write an about page, everything they know about creating interesting content suddenly flies out the window… So how can you fix this?

  • Use your own writing voice.

  • Be ruthless about pruning out any corporate-speak or hype-jargon.

  • Don’t be afraid to be a little funny if you can pull it off.

  • Don’t be afraid to be a bit of a dork either, if that’s part of who you are!

2. So, you don’t have an about page?

This is one of the big mistakes we see when we take on work to rebuild existing websites! Yes, you might have some interesting content, a nice custom-designed header, and a sweet-looking premium theme. But what you don’t have is an about page. Perhaps it’s missing because you think about pages are a cliché, that it’s not about you but your company, or maybe because you’re slightly freaked out about creating an about page and hope no one will notice it’s missing... Or maybe you are one of those who have called it something clever like “experience” or “behind the scenes”.

Here’s a golden nugget for you: Don’t make your visitors think! Your visitors don’t want to go searching for an about page that isn’t there, nor do they want to look at your “resonate” page and wonder if this is where they can read about your business, what you do, and why they should want to do business with you. Don’t be clever - call it “About”.


Have you got questions about website design? Get in touch!
We would love nothing more than to discuss how we can help you and your business stand out and how you can get your story heard.