How To Write a Compelling About Page For Your Website
Ah, the about page.
It is arguably the trickiest page of your website to write. I mean, who enjoys writing about themselves?
If I were to take a guess, I’d say once you finished writing it the first time, you published it and resolved to never look at it again.
Did I hit the nail on the head? Because, yikes. That’s a mistake.
Believe it or not, your about page is one of the most important pages on your website— if not the most important.
Why, you ask?
Well, as much as your about page is about you— it’s actually more about your audience.
That’s right— it’s your golden opportunity to tell your audience why they should be on your website, why they should trust you and, more importantly, why they should invest in your products or services. Think of it as your chance to truly connect with the person on the other side of the screen. After all, in today’s digital age, personality really does matter more than ever— people buy from people, not companies.
With that in mind, your about page really is your golden opportunity to sell yourself.
And, if you’re not writing a compelling enough about page, you risk losing the interest of potential clients.
Sadly, that means going into explicit detail about your life isn’t quite going to cut it. You need to be more strategic than that.
So, how do you write a compelling about page?
Know your audience.
It really goes without saying, but it is imperative that you know who you are writing for.
Like I said, sure, your about page is about you— but it’s more about your audience.
So, before you start writing, sit down and think about who exactly your target audience is and what exactly they are looking for.
By taking the time to understand who your audience is, as well as their needs, wants and interests you’ll not only be able to write a compelling about page, but you’ll have the framework that you need to develop engaging and informative content across all of your marketing channels. You will be able to position your brand, products and/or services as something that can enrich their lives.
The aim of your about page is to connect with your audience on a level that entices them to trust you and invest in you.
And, authenticity is key to making that connection.
As a copywriter, I help small businesses authentically express who they are and what they stand for.
Why? Well, like I said before, personality matters— nine times out of ten, consumers will opt for personality over robotic content.
With that in mind, use your about page as your opportunity to tell your story. Your authentic story.
I’m talking the relevant, interesting parts— your background, what inspired your brand/business, what keeps you going.
And keep it honest.
That way, you’ll not only connect with your audience on an emotional level, but you’ll show them that they can really trust you.
Talk about the big why.
Leading on from the previous point, you’ve got to talk about the big why.
The big why: why should your audience invest in your products or services? What is it that sets your business apart?
You need to effectively convey to your audience why they should choose you over your competitors.
Talk about your USP, answer your audience’s questions, tell them how they would feel if they don’t have your help.
Include an effective call-to-action.
Every page on your website should include a call-to-action of some description.
Whether it’s a button to sign up for your mailing list, to follow you on social media, to direct the reader to your contact page— you get it.
It’s crucial that you provide your audience with that next step— because it’s not always intuitive.
If you don’t, you risk the reader losing interest and falling into the lap of one of your competitors.
How so, you ask? Well, the truth of the matter is, people just don’t want to go looking for the next step. It’s easier if it’s just there.
That’s why including an effective call-to-action on every page of your website is so important— but especially on your about page.
Why? Well, because nine times out of ten, it’ll be the first page your visitors land on, and you want them to take the next step.