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How to write a kick-ass “About” page that gets results.

Did you know that your About page is one of the most visited pages on your website?

How do you write an About page?

Writing an About page is often an after-thought? A rush job? Or buried at the bottom of the ‘to-do’ list? It’s a hard page to write so people tend to avoid it or don’t give it the attention it deserves.

But it’s not a matter of slapping together a history of your business and telling people how freakin’ awesome you are. Nope, your About page is a little more complicated than that.

Here’s my first tip. Your About page isn’t about you. It’s about your readers. Your target audience.

Being able to write a kick-ass About page is easier said than done. So, I’m going to share my own how to write an About page recipe.

Let’s get started.

1.    Start with a photo of you

Many small business owners loathe the idea of putting a photo of themselves up on their website. My question is, what are you afraid of?

People love to see and know who they’re buying from. They want to build a connection with other people, not a faceless brand.  Personalise your About page with a photo and show people who you are. This helps readers establish an emotional connection with your brand, boosts your authenticity, and creates trust in you and your business.

Get creative. It doesn’t have to be a stock standard headshot. Behind the scenes photos are a great way to let people see the real you.

Now, if you’re determined to avoid a photo, then your written voice is all you’ve got to lead with, so it better be darn good.

[Protip: Be creative. You could have one large image of yourself OR you could feature smaller ones that highlight you, your loved ones and things you’re interested in. Hire a professional photographer to help you out]

2.    Know who you’re speaking too

As a small business owner, you already know how important it is to have a thorough understanding of your customer. I’m not just talking demographics like age, sex and location. This information is useful but getting inside your ideal customer’s head and truly understanding what drives them is gold.

What do they value?

What do they fear?

What frustrates them?

What’s the most important thing in their life?

When you’re armed with valuable information like this, use it. Dedicate the opening sentence on your About page, to them. Show your readers that you know and understand their challenges (and their goals by addressing them straight up.

[Protip: Start with the reason they’ve come to your site in the first place]

Research your ideal customer and write your About page with them in mind.

3.    Talk about your reader and less about you.

Rattling on about yourself on an About page is a turn off for readers and one of the biggest mistakes business owners make on their website.

Your About page is the perfect place to paint a picture of what you’re like to work with. It’s your opportunity to connect with your audience and show them (using the right words) how you can solve their problem/s. This is the key to achieving results.

You’re aiming to have your reader go “she gets me… this is what I need”. Make your reader wonder how they’ve ever lived without what you’re offering.

Of course, you still have brag rights to all you’ve accomplished, like growing your business, your stellar education and awards you’ve won. But, share them in a way that shows how they benefit your reader and have some fun with it.

[Protip: Dig into your reader’s mind and answer the questions your readers will have, like: “What’s in it for me”, “How will this person/business make my life better” or “Am I in the right place?”]

4.    Give yourself permission to brag

Most people don’t like to blow their own horn. It’s awkward and challenging to write about what you’re good at. But the About page is a perfect place to do it (if you do it right).

Tell your audience about your credentials, certifications, qualifications or awards. Then, tie it back to the “what’s in it for me?” line of thinking.

It’s great to share your qualifications, awards and achievements on your About page. But remember to tell your customer what all this goodness means for them.

Let’s look at an example.

Hi, I’m Lyn, and I’m a life coach. I’ve been practising for over 20 years and I have the qualifications and awards to show it”.

So what?

It’s not enough to say you’ve got those awards you need to tell your reader what this means for them. How will it benefit them?

“Because I’ve won heaps of awards for my life coaching business, you can trust that you’re being coached by an experienced and reputable life coach.”

So what?

“This means that you can rest easy knowing I’ll help you kick goals, overcome obstacles and make changes in their life”.

[isn’t this the reason they’ve visited her site in the first place?]

This example isn’t pretty in terms of words, it wasn’t meant to be. But it highlights how you can tie your skills and experience into benefits for your customers.

[Protip: the ‘so what?’ test is an excellent way to nut out the big benefits that your readers want to know about. Benefits are different from the features and advantages of your product or service. I touch on this in my post about whether copywriters are worth the investment]

5.    Keep it real

Connection. Connection. Connection. This is what it’s all about. So keep your About page real. Readers won’t develop a connection if the words on your page are as boring as bat poop and they learn nothing about you.

Inject your personality into your page and share your story authentically. Don’t just talk about your business, background and your qualifications. Share things that make you…well, you.

Share your interests. Are you into tea or coffee? A cat or dog person? What totally rocks your world? Even better, share something that simply makes you unique and memorable.   

[Protip:  Readers love to see your unique personality because then they know they’re dealing with a real human. But don’t share things you’re not comfortable sharing. The goal is to show off your personal side, just a little bit]

It’s harder to build a connection over the internet with your customers because you’re not meeting them face-to-face. Tell a story. Share a little bit about you and show your personality.

6.    Be the unicorn in a room full of horses

Doing something different on your About page helps you stand out from the crowd. Being different means you’ll become memorable and being memorable is excellent for business.

Here are a few quick ideas for you to consider:

  • Try illustrations instead of photos
  • Explore different ways of showing yourself. Draw from things that you love (maybe time at the beach, cooking up a storm in the kitchen, sneaking some alone time in a corner with a good book).
  • Share pictures of your workspace, your home, your pets or your family members.

Here are 25 great examples of creative and engaging about pages.

[Protip: Use different types of media on your page. Video is on fire right now, so try creating a short video introducing yourself to your readers. Keep it real and try not to sound scripted]

7.    Optimise for conversions

As a business owner, you want conversions, right? So, it’s common sense that you’re going to want to optimise the shiz out of your About page. Before you do, remember it’s not about selling. It’s about…connection.

Your About page is a great place to generate leads. When you generate leads you’ve got an opportunity to nurture readers and gradually turn them into customers.

Use benefit-driven, keyword inclusive headlines, make sure your page loads quickly and optimise the content for search engines. Then share your opt-in or highlight your top blog post. Even better, let your customers do the talking for you by including social proof in the form of testimonials or link through to your broader testimonial page.

Make it hard for people to hit the back button or go looking elsewhere. Captivate them and leave them wanting more.

Don’t forget, you’ll need a compelling call to action. We’ll talk about these next.

For more useful tips to help with your small business website, check out this post.

[Protip: Optimise your “About page for search engines so that it shows up in the search results when people search for you. It also helps you build your brand]

8.    Include a call to action

Every page on your website needs at least one clear call to action. Your About page is no different.

What do you want your readers to do once they’ve read your page? Don’t leave them wondering, just tell them. Do you want your readers to:

  • Subscribe
  • Read THIS POST
  • Connect with you on social media
  • Learn more about your services.
My primary call to action is at the bottom of each page of my website. But, if you have a squiz at my site, you’ll see they’re at the top and scattered through the body copy. I also include different calls to action for different stages of the buyer’s journey.

[Protip: Be specific and keep it simple]

9. Don’t overthink it and don’t overshare

I’ve seen websites that are only a paragraph long. Then, I come across websites that leave me feeling overwhelmed and confused. Don’t overthink your About page and don’t overshare.

You don’t have to tell your readers everything. Just tell them the parts that they want to hear.

[Protip: Charm your readers with a peek behind the curtains. But omit information that doesn’t build a connection or is irrelevant]

Ready to have your own kick-ass About page that gets results? Keep reading for information on how you can score a checklist to help you.

Final About page tips

You’re on your way to having a kick-ass About page, so let’s wrap up with a few quick tips.

  • Tell a story
  • Keep it between 400 – 700 words (this will please your human readers and google)
  • Use headings, sub-headings, images and white space to make it visually appealing and easy to read
  • Don’t use jargon
  • Write conversationally and use your brand voice
  • Don’t call your “About” page something obscure. Stick to tradition and make it easy for people to find the information they’re looking for (i.e. ‘About us’ or ‘About Me/Lyn’)
  • Use facts and figures to boost credibility, and –    acknowledge to yourself that it’s a work in progress

There you have it! If you’re ready to write your own About page or refresh your current one’ you need to get your hands on my:

Create a Kick-ass About Page Checklist.

It’s yours FREE when you subscribe to the MYW mailing list and blog (see my subscribe box below).

Alternatively, if you haven’t got the time to invest in writing your own About page, let me help. Visit my post on hiring a copywriter or check out my own About page and How I work page for more information on working with me.

Looking for something?


Hello, I’m Leeha a freelance copywriter and owner of Mind Your Words. I write clever, SEO friendly and engaging content to help small businesses deliver their message, connect with customers and grow. If you’re a small business looking to stand out from the crowd, book me for your next project.

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    Leeha Debnam is a freelance copywriter and owner of Mind Your Words. She writes clever, SEO friendly and engaging content to help small businesses deliver their message, connect with customers and grow.

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