How to Write an About Page that Attracts and Sells
If you’re like me, you have the easiest time writing for and about everyone—but yourself—especially when it comes to writing the about page of your website. You’re a smart cookie, so obviously you know that the about page of your website is where potential clients go to learn more about who you are and to gain some insight into your brand.
Writing copy for the most visited page on your website is a fairly daunting task that requires you to do two key things in a clear and concise way:
1) Dig deep into who you are as a person
2) State what your business does and how you create value for your clients.
You’re in luck because I am here to help you take the intimidation factor out of this writing process. Soon, you’ll have a new and improved about page that captures your audience’s attention and makes them want to work with you and your brand.
Before we get started, here are a few simple things to decide on
before you begin writing the content:
1. Decide on your pronouns. Will you use first or third person? I use first person language on my website because I am the only employee of my brand. You may want to use third person if you have more than one employee working for your company, or if you want your brand to be looked at as an agency.
2. Choose an on-brand picture to include on your about page. People are going to want to see the person(s) they are reading about. Plus, it may help you find inspiration for your words.
3. Adopt a voice. The writing style you use on your about page should be reflected in the writing across your website. It’s just as fine to write with a more serious, professional manner as it is to write in a comedic tone, just be sure that you use the same voice throughout your entire site to show consistency in your work.
Now that you’ve got your foundation, you are ready to begin writing. Relax. This will be as easy as pie.
Storytelling is a great way to show the authenticity behind your brand and will help your audience get to know you on a personal level. Take some time to reflect on what story from your life explains who you are as an individual, what you do as a professional, and how you got to this point in your life.
Take my about page for example. In it, I share the story behind the name of my brand as well as the story behind why I created my brand in the first place. Both sections share a different story, accompanied by facts that tell the reader that I am real, authentic, passionate, and professional, all at the same time.
You are clearly passionate about your brand because you took the time to create it in the first place. In the last section, you laid the groundwork for the story behind your brand, now it’s time to sprinkle some zest on it; This is your time to let the passion inside of you shine.
Answer these quick questions to get your mind rolling:
1) What about doing this work gets you up in the morning?
2) Why does your passion make you successful in your career?
Now, write a short paragraph or two using the answers you just gave yourself. Remember, you live out this passion daily, so you already have the answers inside of you. It’s not rocket science—just be yourself!
Every potential client has a problem and they are coming to you in hopes that you have the answers they are searching for. End your about page with a few sentences telling people how you can help them find a solution to the problem at hand.
For instance, I can’t draw, so if I was seeking a portrait artist, I would want their about page to explain who they are why they are the portrait artist I should hire.
This can get tricky because it is important to remain humble—coming off as braggy or salesy can be a major turn-off for potential clients. So, choose your words carefully and, in the most modest way possible, explain what problems you solve and why people should choose you to solve their problems.
Once you’ve got these 3 key components in place, it’s time to mesh them together into one captivating about page.
Keep the copy short and sweet, touch on all of the points I’ve gone into detail about above, and, voila! You’ve got yourself an about page that explains who you are, what you’re passionate about, and what problems you solve that set you apart from your competition.
If you’re reading this and still have writer’s block, it’s not too late.
It just may be time to hire a copywriter.