Writing the perfect pitch and crafting a compelling bio is difficult. That’s why whole industries exist to enable us to tell our stories better. Copywriters, creative directors and brand strategists like me wouldn’t exist if it were easy to articulate the essence of what we do, and communicate how and why we do it.
There’s no way around it, you need to spend some serious time and energy on your about page, because it’s probably one of the most visited pages on your website.
How To Write A Compelling About Page
1. Know who you’re talking to.
Understanding the prospective customer is the most overlooked aspect of brand and 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 and not a wall.
3. Share your values.
Tell people who you are and what you believe.
4. Show yourself.
Build trust by adding a well-shot photo to your bio and about page. Your potential clients like to look into your eyes.
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, add links to products and services.
7. Demonstrate how you’ve provided solutions for others.
Link to your portfolio and list projects you’ve worked on.
8. Give a sense of what it’s like to work with you and show people why they can trust you.
Add client testimonials and stories about how you work.
9. Add a contact link.
Your about page should not only provide information and build trust, but it must also encourage potential clients to get in touch.
10. Don’t make it all about you.
Think about why you’re writing and about page in the first place and how you want the reader to feel when she’s done reading it.
*Bonus* 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. There’s a debate about whether to write it first or third person. My personal preference is the first person because I want to speak directly to you, but many great about pages are written in the third person.
Examples Of About Pages That Work
It’s clear that the company’s founder Zoe has spent A LOT of time understanding her audience. Every word on this about page says, “I see you.” to the reader.
Do you see how James shows up as the nice guy he obviously is?
Photo, check. Don’t make it all about you, check.
He tells readers exactly what they are going to get, and his home page is one of the best examples of an email sign up embedded in an about page that I’ve seen.
He not only tells people what to expect, but he also shows them what to do. Call to action checked off too.
They know that the about page is the start of a conversation and a huge part of their marketing strategy—it shows.
Michael creates an expectation about what the reader can expect to learn abd the value he creates for his audience.
He builds trust in several great ways, using photos, information about his professional and personal life, achievements and subscriber numbers.
Ishita uses a differrent format and leadse with a list of her values.
It’s easy to understand straight away if your values and hers are aligned. She then goes on to tell you how she can help and why you should trust her using links and logos.
A great example of an about page that communicates purpose builds trust and helps a prospective customer to know what to do next with calls to action.
If you’re a camera company what better way to tell your story than to use video.
Your about page is a key part of your marketing strategy. Don’t waste this opportunity to connect with your prospective customers.
UPDATE: Need more help?
The About Page Guide will take you step-by-step through the process.
Image by Looking 4 Poetry.