I could write an entire blog telling you why the copy on your website, social media and marketing materials is so important, but I’m guessing you already know quite a bit about that, otherwise you probably wouldn’t be reading a blog about how to write an about page, right?
Website copy, social media, emails, fliers, banners, video scripts, webinars and speeches… Well, you get the idea. We copywriters write ALL THE THINGS.
But one of my favorite things to write is an about page. You see, I’m a heart-centered person and an about page affords you a rare opportunity to connect with your readers in a far more meaningful manner than most of the other pages on your website.
However, you do have to ride a fine line when writing an about page.
- You need to “get real” and be vulnerable, but not too vulnerable, if you know what I mean.
- You want to showcase why you’re credible, but you don’t want to blabber on and on about things you’ve done, positions you’ve held, awards you’ve received, etc., that aren’t relevant or interesting to your current audience.
- You want to write in a conversational tone—which often requires breaking the grammar rules you learned in 3rd grade—but you don’t want to come across as sloppy or unprofessional.
Writing an about page that converts, isn’t easy. However, it can be learned.
The first thing you need to know is, aside from your homepage, your about page is usually one of the first pages people visit on your website. You see, in addition to finding out if you can help them solve their problem, people also want to know who you are, what you do and why you do it. Because believe it or not, those three answers could mean the difference between them buying from, or heading over to your competitor’s site as quick as… well, as this.
While it is important to nail the copy on every page of your website eventually, your about page is a great place to start. Keep reading to learn 9 of my favorite tips for how to write an about page that connects with the marketplace in an authentic manner while also showcasing your credibility and guiding people to take the next step in the customer journey with you.
How To Write An About Page That Converts
1. Create a human connection.
People want to buy from people, not corporations. Your audience wants to get to know you, not just your business. This being the case, you’ll always want this page to be written in the first person. If you were talking with someone face-to-face, you would never talk about yourself in third person, right? This is no different. Talk to the people. One common way to start writing an about page is to begin with a little blurb about what happened before you started your business. It could be something that happened to you. Or you could borrow a story of something that happened to someone else and tie it back to yourself in a creative manner.
Here’s how I wrote the first part of my about page:
2. Tell your brand story
What’s your “why?” There’s always a reason a business is started. And if you give it enough thought, it’s usually pretty juicy. The second portion of your about page should center on the journey that led to you starting your business. Consider these three questions:
- What sparked your passion?
- What makes you excited to get out of bed every morning and get to work?
- Why you do what you do?
Remember, you could have done anything with your life. You could have been an astronaut. A lawyer. A chef. There’s a reason you chose to do what you do. What is it?
Every business has a story. When you share it, you humanize your brand and facilitate an emotional connection between your readers and yourself.
Did you know 95% of purchases are based on emotions? Logic plays a very small role in most purchases. That’s why you absolutely must integrate emotion into your story.
Need some inspiration? Read my brand story for an example of how to write an about page that tells a powerful story. And grab two free templates you can use to craft your own brand story here.
3. Give them a reason to trust you
Perhaps the most difficult thing to earn in today’s marketplace is trust. There are just so many slimeballs selling products and services that don’t work. You can counteract that by establishing yourself as an authority in your industry when writing your about page. Be sure to include:
- your education
- relevant experience
- big names you’ve worked with
- articles/books you’ve written
- awards you’ve earned
- press mentions
- professional associations you’re affiliated with
You can also build trust by sharing something your audience is not expecting: your near misses or failures. Want to see an example of how to write an about page that showcases vulnerability and builds trust? Saddleback Leather does this so beautifully – it’s one of my favorites!
4. Include pictures
When considering how to write an about page that fosters a deeper connection, one of the smallest – but also most powerful – things you can do is include pictures of yourself, your family, even your pets! Having a face to put with your name immediately makes people feel like they know you better and allowing them a glimpse inside your life outside of your business just makes that connection even deeper. Choose pictures that support the message you’re trying to communicate.
5. Use a conversational tone
Stay away from technical jargon and big words. You don’t want to overwhelm your audience with vocabulary. Remember, your about page is about allowing your audience to get to know you better. Imagine you’re sitting across the table from your ideal client at a coffee shop sharing your business story. How would you share your story in that setting?
6. Be really clear about what you do and how it benefits your audience
Tell your readers exactly what they’ll get when they work for you. Focus on how it benefits them — remember, people purchase benefits, not features!
7. Include reviews/testimonials
Regardless of how well you say it, you’ll never be able to communicate your value as powerfully as your own clients do. Embed testimonials directly in your about page or link to a separate testimonials page as well as any public review sites like Google+ or LinkedIn.
8. Know your audience
Ultimately, your about page is not about you! (sorry if you thought it was)… your about page, just like the rest of your website, is about your ideal client. It’s about how you can solve their problems and how your brand story makes you valuable to them. Figure out what speaks to your audience, what causes them to trust you and what motivates them to purchase from you—then, write your about page from that perspective.
9. Make it easy for prospects to connect with you
The truth is, if you don’t make it easy for them to connect with you, most people simply won’t take the extra time to figure it out on their own. People are busy so you have to do most of the work for them. Link to your contact page or to your email to make it as easy as possible for people to take the next step with you.
Need help writing your brand story? Get two FREE story writing templates now! And if this is one of those things that’s been sitting on your to-do list for weeks, months, even years, and it’s time to just get it taken care of, reach out to us, we’d love to do it for you!