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Does writing your ‘About’ page make you cringe?

It’s hard to write about yourself, right?

It’s why we Google “How to write About pages…” hoping for some magic salve to solve our brain ache.

You’re not alone. But you’ve got to suck it up and get it done because your About page is where sales happen.

Some stats show it’s the second most visited page on your website and it’s the place you make a connection with your reader. It’s where they relate to you on a personal level and where many decide to hit the contact button.

But it’s hard to write.

I get it.

Wait. If you can’t stomach another article about how to write your about page, jump straight to my About page package and get it off your to-do list today.

What makes a great About page?

It’s a balancing act. A bit like taking your reader out for coffee and cake. It’s a two-way conversation. Your reader is having their latte and cheesecake to see if you can help them. Once they’re convinced you can, they’ll stick around for the chit-chat.

Your About page shows how and why you can help, then brings your reader into your loving fold through your sparkling personality.

Write a powerful About page and it will bring you business.

So, how to write an About page?

High converting About pages should cover:

  • Who you are and what you do
  • How you help the reader with their problem or goal
  • Your creds: experience, qualifications, proof 
    • Google calls it EEAT
      • Experience
      • Expertise
      • Authoritativeness
      • Trustworthiness
  • How/why  you got started (and your values potentially)
  • What you enjoy and why you continue
  • Interesting details about you

Why is your About page so important?

It sets you apart from the other businesses offering the same stuff. When you’re Googling and find six businesses with the same stuff, most people hit the About page to peek behind the curtain.

Boom! This is where connection happens, you’re a human rather than another glossy website. And if the reader relates or shares similar interests, it’s a dollop of glue that makes you stick.

Our brains don’t like making hard decisions, so your About page is your opportunity to build likeability and trust – and a reason to choose you instead of the other five (equally good) offers.

Is an About page about you or your reader?

It’s kinda about you but it’s really about your reader. Before they care if you have anything in common they’re still asking whether you can help them. Before we start on the connection you need to persuade them you can help.

And you do that by taking them out for a virtual coffee and cake.

Effective About Pages

What to include on your About page 

Before I write any About page, I ask a series of questions.

Not all the answers make their way on the page, but if you take the time to answer them first you may stumble on a gem that is a sticky, irresistible tube of glue that connects you with your ideal client.

When you’re answering the questions, don’t think about your website or write like it’s going on the page. Just get the answers out. If you’re struggling, write a letter to your ideal client.

Start with “Dear Bertha” and answer the questions.

Not a writer? Cool. Open any voice-to-text app on your browser and speak. Let the computer type for you. Pretend you’re having your virtual coffee and cake with your best friend and the words will flow naturally.

Let’s go.

Writing an About page: Answer these questions 

    • How and why did the business get started?
    • Write your origin story and include any highs, lows and a-ha moments. (No need for a novel.)
    • What values do you hold dear and how do you represent this in your business
    • Details you’d put in a social media profile: maybe your pets, favourite Netflix binges, bands, authors, podcasts
    • List out three things only your close friends know about you
    • Three things you do when you’re not working are … (sport, hobbies, pet peeves etc)
      • Who will I be working with?
          • This is the bio section. A bio summarises
          • Who you are
          • What you do
          • What you’ve done before
          • What you’re like as a human
          • Do this for anyone in your team who’s relevant

As I said, not all the information will make its way onto the page. But you’re a special person with loads to offer the world. And someone will relate to the bits that make you, you. It gives them a reason to like you because they may have the same things in common.

All the little gloops of glue are inching you closer to the finish line.

Write your About page

You’re going to use the answers to the above questions to write an About page that is:

    • Informative
    • Personal
    • EEAT-Y 
    • Focussed on the goals of the reader

These are the layers of your About page that connect you to your reader.

Depending on your business, establishing you’re trustworthy might be a key factor. So you double down on the trust elements and go lighter on the others.  If you’re a more established brand, perhaps trust isn’t as important, but making a statement with your personality is.

You know your ideal reader and the objections you need to overcome.

In any event, you’ve got 400 – 500 words of virtual coffee and cake time to tell your reader what you do, how you can solve their problem and show them you’re trustworthy and human.

The layers of your About page

It’s informative

Always explain how it helps the reader.

Use the “so what” test. Read each line and ask yourself if your reader would say “so what” after they read each line.  If they would, bring it back to how it helps them. If you can’t, delete it.

Your About page reinforces the thoughts your reader has had on their journey to your About page. It confirms their challenge, who you are, what you do, and why you do it and reinforces their belief about what they can expect from you.

“You offer x service, and you offer it because you enjoy x. The reader has x problem, this is how I solve it and what you can expect from me when we work together” type reinforcement.

It’s personal

Personal doesn’t mean telling people about your children or sharing information you’re not comfortable with. You can be personal without sharing personal details.

Writing in the first person “I” and “You can” is more personal than in the third person. It’s a style thing. Write like you’re having a conversation with your reader. Bring them into the page. Talk about their struggle and how you can solve it for them. That’s personal.

It’s about sharing information your reader can relate to.

If you’re not keen to share your favourite chocolate biscuit, your dog’s name or what you do in your spare time, focus on your values and what you believe. “I believe” statements about what you do are powerful. If you’re not sure what you believe, think about something that really ticks you off. Chances are the opposite is something you believe in very strongly.

Example: I believe words should build a connection with the reader based on authentic storytelling and trust, not underhanded sales tactics, which is why I write ethical, non-manipulative copy.

One paragraph or some dot points is enough here unless you have a personality-loaded brand. Bonus points for highlighting how your Sunday morning meditation on the beach will benefit the reader.

If your reader sees themself in you, it’s more glue holding you together. And that’s a good thing.

Their decision is getting easier.

PS: I love the tidbits about humans on their About page. Don’t go overboard, because it’s difficult to link your love of double chocolate chip cake back to how you help people. (If you can, knock yourself out.)The goal of the page is to persuade your reader you’re the right person to help them.  You can always write a separate blog about “All the things you don’t know about me” and link it to your About page. It’s more glue for your connection.

It’s credible

Show your reader you’re a trustworthy human. Flaunt your EEAT.

Use testimonials, case studies, client logos, your education or your team’s education. Show off your memberships or awards. Do you have experience speaking about your service or product? Are you a thought leader? Are you a published author? Specific achievements you can brag about? Perhaps it’s a specific thing about your product or service that sets you apart. Size, weight, strength, delivery times?

Send as many signals as you can that you know what you’re talking about and you can help the reader.

It’s about humanising your business.

Is your About page ready to woo your reader and convert them into customers?

Once you’re done, check your page to ensure you’ve addressed the list at the start of this post.

    • This is who I am and this is what I do
    • Connect with the problem or goal your reader has
    • State your credentials
    • Share an origin story (and your values potentially)
    • Share what you enjoy and why you continue
    • Share some interesting details

Don’t forget a Call To Action

Don’t go to all the trouble of writing a glorious About page and forget a Call To Action. Tell your reader what they need to do next. Don’t leave them hanging.  It could be Book a Call or View Products.

Just don’t leave them wondering, what next?

Are you finished writing your About page?

How did you get on? Is it published? Let me know so I can check it out.

Struggling? I’m happy to help. I’ll get it whipped up and ready to go in no time.  Website SEO copywriting is my thing. 

Drop me a line at anytime.

Leanne Summers is a lawyer turned strategic SEO copywriter and digital marketing consultant. Leanne helps corporate escapees with purpose-driven businesses reach their next stage of business growth and live the life they want. Tired of writing words no one wanted to read, Leanne fled the corporate grind in search of a fresh perspective. The universe drew her to Vietnam. Now she helps female entrepreneurs all over the world get found on Google, connect with their audience and make the moola through SEO, digital marketing and data-driven words.