How To Write An About Page That’s Unmissable

Want my honest opinion? The About Page doesn’t get the attention it deserves. It’s usually overlooked by the “bigger” players like the Home Page or Work With Me Page, but your About Page is one of the most visited pages on a website.

Website visitors click on About Pages specifically to learn more about the person behind the brand and connect with their story. Your About Page is there to provide information and build trust with your reader. 

It’s also one of the best ways to convert readers into inquiries, which is why the copy on your About Page matters. The number one complaint I hear from clients who tried to write their own website copy before coming to me was that their About Page was the most challenging page to write. 

That’s why I want to give you my best tips on how to write an About Page that not only makes you unmissable in your field but makes you likable and conveys the value you provide to your audience — all without wanting to pull your hair out. 

Write About (& To) Your Reader

Write an About Page that’s about your reader, not you. Yup. Your About Page is a great place to talk about yourself — but only in the context of how you can serve them.

Yes, your reader wants to know how they can relate to you, but they want to know how you can help them (& what you can do for them) more. 

How do you help your audience overcome their problems? Your About Page should answer that. You should also consider how you want them to feel after they’ve read your About Page.

Hint: They should feel more informed about how you can help them with their specific problem after they’ve read the page.

To recap, don’t make it all about you. Make it about how you help your reader. 

Highlight Your Unique Value

You need to convey the unique value you provide to your target audience. Help your reader understand the benefits of working with you (or buying from you). 

• How can you help people? Be specific when you tell them. Expand on the problems you solve and explain how you help alleviate them. Link to your products or services page if relevant.

• How have you provided solutions for others? Link to portfolio/projects/case studies if you have them. 

• How will they benefit from what you know? Give them a brief scenario

• Why should they choose you over the competition? Tell them what makes you better than the next person. 

• If you have credentials, list them! Credentials can reinforce the idea that you actually know what you’re talking about. 

By answering these questions on your About Page, you’re giving your reader the exact information they want to know when they click through to that page. 

Don’t forget to throw in your personality, too! Just because you’re answering questions that revolve around your reader doesn’t mean you can’t have your uniqueness shine through in your answers. Be funny if you’re funny. Be sassy if you’re sassy. Embrace your true colors.

Tell A Story

To keep them reading (and clicking that Call To Action Button), you need to weave your unique value -and personality- into a story that builds trust and further connects you with your readers. 

Tell them who you are and what you believe. Share your values, point out any shared interests, but don’t just give them facts. Use this information and tell a story that invites your reader in. 

You can tell the story of your professional journey and how you got to where you are today. Just make it relevant to your reader and where they are at in their buying journey. Timelines are a great addition if you want to include more accolades but make sure you tell an unmissable story first.

By telling your reader exactly what you can do for them, how it benefits them, why you’re the one to do it, and why it works (either for you or for previous clients) in story-form, you can better connect with them and build that trust –which helps make buying from you a no-brainer. 

Just keep your story short but interesting! Remember, your reader doesn’t have a lot of spare time to read through an in-depth, detailed timeline that covers everything from how you chose your college major back in ‘10 to why you decided to launch a brand new program last month.

Include One Call To Action

Every single About Page should include a Call To Action. If it doesn’t, you are missing out on a business. It’s as simple as that. 

You’ve just explained how you help them, you’ve highlighted your unique value, and you’ve given them the credentials that make you better than your competitors. All that’s left is to get them to take relevant action.

Do you want them to head to your Work With Me (Services) Page? Do you want them to schedule a consultation call? Highlight the call to action you want them to take. 

Your About Page isn’t just to tell your story; it’s an opportunity to persuade your reader to click that “Schedule A Call” button (or whatever CTA you have on that page). 

Bonus Tip: Don’t forget to insert a photo of yourself on this page. People buy from people, and it always helps to establish a deeper connection by showing your face. 

Takeaways

Hopefully, this post has shown you why your About Page is a key part of your marketing strategy. It’s one of the first pages to be clicked on when someone lands on a brand’s website. So you need to tell your reader why they should bother reading through the rest of your site and, ultimately, start working with you. 

To summarize, your About Page is there to 1) grab attention, 2) make you likable, and 3) make you credible enough to take action. Don’t waste your opportunity to connect with your reader and (potentially) turn them into paying clients.

Ready to have an About Page that highlights your unique value and connects with your reader? Learn how to work with me HERE so we can get started!