Writing an about page for your website is hard. The reason we get stuck is because we worry about what we need to write, instead of focusing on why we need to write it in the first place. Remember it’s less about blowing your trumpet or filling whitespace with information and more about helping your customer to get the information she is looking for.

Your about page needs to do three things:

1. BUILD TRUST

Your prospective customer has probably never met you, so it stands to reason that she’s looking for clues to help her understand why she should trust you. A photo, short back story about your professional credentials and testimonials from clients you have worked with will help. Add links to social media accounts, media releases, portfolio or case studies to support your story.

2. LET THE CUSTOMER KNOW THAT YOU UNDERSTAND AND CAN HELP HER

Your about page needs to show the customer you understand why she visited your website and that you can help her to do what she wants to do. Describe some of the problems she has, the challenges she is facing and the products and services you provide to fulfil her wants or address her needs.

3. SHOW PEOPLE HOW TO CONTACT YOU

Make it easy for the customer to take the next steps by adding your contact details or other calls to action like, ‘visit our store’ or ’email us’.

Think of your about page as a service to your customer rather than a way to selfishly promote and you can’t go wrong.

UPDATE: Need more help?
The About Page Guide will take you step-by-step through the process.

Image by Alex O.