How to Write an About Page for Your Business (& Examples)
Writing the About Page for your website is a crucial task to help your business thrive. It’s where your website’s traffic is going to go to learn more about you (your business) and if you’re someone they want to put their trust in. If you’re feeling lost or simply want to upgrade your already existing content, you’re in luck! I’m here to tell you all about how to write an about page.
Below, I’ll share why you need to write an about us page that stands out, how you can tackle the task like a pro, and a helpful checklist. I’ll also share some of my favorite About Page examples to inspire you. So, let’s get to it!
But first, what’s all the hype about?
If you’re thinking about breezing past your website's About Us page, don’t.
Since this is what your audience and potential customers will almost always read first, you want to make a good first impression.
Did you know that 82% of consumers feel more positive about a business after reading content personalized to the brand? Your About Page is your chance to stand out from your competition.
Your website About Page allows you to make a good impression and tell your audience exactly how you can help them.
How to Write an About Page
Writing an about page doesn’t have to be extremely difficult. Sometimes the hardest part is writing about ourselves or our own business. Hiring a copywriter (like myself!) is an excellent alternative if you prefer to have a fresh perspective and someone skilled in how to write an about page.
Here are some simple steps to help you write an about page if you prefer to tackle it yourself.
Answer important questions only.
Your About Page doesn’t need to be a novel. You want to keep it short and sweet while also answering important questions.
Who? Who is your team?
What? What do you do/offer?
Where? Where is your business or where do you deliver services?
When/Why? When/why did you start and how far have you come?
What? What motivates you? What’s important to you?
Do keyword research.
You’ll probably never hear me talk about your website copy or content without discussing search engine optimization. This is because I know it’s going to help your website be found on search engines, and you’re going to receive more organic traffic.
With that said, a part of your About Page SEO can come from popular keywords that relate to your business. Use these keywords in your About Page content.
Keysearch is my favorite keyword research tool. It’s easy to use and affordable. It also offers tons of helpful information. Use code KSDISC for 20% off.
The most important content goes first.
Considering that Digital Information World tells us that our attention span is about 8.5 seconds, it’s safe to say many readers aren’t going to stay too long on your About Page. Make sure you tell them the important stuff right away.
You want your audience to know what paint points of theirs you can solve with your product or service without them even having to scroll.
Include a photo or, better yet, a video.
Humans are visual. We love pictures, and they're useful for breaking up text.
Use an image that shows readers what your product is. Or, a picture of yourself is excellent for service providers so potential clients can see who they’ll be working with.
If you’re feeling really adventurous, you might include a video instead of a photo. In fact, 68% of marketers say video has a better return on investment than Google Ads.
If I’m being honest, videos aren’t my thing. If you’re like me, that’s okay. Images are also great!
Provoke Emotion
You want to use this tactic on any of your website copy or content. Using emotional words triggers your readers to react and (hopefully) buy into what you have to offer. Here are some examples of emotional words or phrases:
find the answer
boost
before you forget
satisfaction guaranteed
evidence-based research
Emotion-provoking words and phrases are oftentimes what turns your audience into customers.
Be relatable.
Potential customers want to know that there’s a person behind the business they’re thinking of purchasing from. Allow them to connect with you by sharing a bit of personal information on your About Page. Again, you don’t want to have too much content. However, a short story or fun fact is a quick way to be relatable.
Key Components of Your Website About Us Page
Now that you’ve got the most important tips for how to write your About Page, let’s get a quick rundown of what to include on your page.
Catchy headline: be clear and simple, leave out the fluff
Sub-headline: a brief description of what you do/offer
Important info: answer the questions shared above
Image(s): keep the attention and break the text up with at least one photo
Social proof: show testimonials, reviews, etc. to show your value
Calls to action: keep your audience around by giving them more to do on your website (i.e. link to another page, share a freebie, etc.)
What Not to Do on Your Website About Us Page
There’s a couple of things you should steer clear of if you want to keep your audience around.
Don’t talk too much about yourself or your business. This may be surprising, but you want your audience to see how you can help them. So, make sure your potential customer is the star of your About Page.
Don’t be salesy. Of course, your main goal is to boost your business. But, being pushy is not the way to do it. Instead of sounding salesly in your content, show how you can help. Let your audience decide that you might have what it takes to solve their problem.
Talking about yourself your brand too much or being salesy can push people away from your business.
About Us Page Examples
Check out these awesome About Us pages!
REI: They share who they are and how they help others, and they even have a video thrown in there.
Lonely Planet: Their About Page is simple yet appealing. They share several calls to action to keep their traffic on the site and learn more.
Shopify: They’ve got their headings to organize the page along with a headline and sub-headline. It’s easy to read, with photos to break up the content.
How to Write an About Page for Your Business: Next Steps
Writing your About Page doesn’t have to cause a headache. In fact, you can have fun with it!
Just make sure you use your About Page to showcase your business and how you help your target market.
Have questions about your website or writing content that sells without sounding salesly? You might be interested in booking my Website Q & A service, where I answer your top website questions and offer personalized, actionable steps to help you take your website up a notch.
