The About page is one of the most visited pages on your website. It’s also one of the first pages people visit to see who is behind the site and if it’s worth their time. They want to know you and your site are credible and reliable. In this article, we’re going to look at how to write a great about page!
What Should Your About Page Have?
People buy from other people and those they know, like, and trust, so your About page needs to:
- Help people get to know you, connect with you, and build rapport
- Give people a reason to pay attention to what you have to say
- Inspire people to believe in you, trust you, and learn from you
But writing about yourself is hard (it took me years to get used to it). Sharing achievements feels like self-centered bragging and dedicating an entire web page to why you’re amazing feels gross. That’s why the About page is the least favorite page to create and often the last page tackled when writing website content.
Here’s the good news: Writing a compelling about page doesn’t have to be difficult because technically it shouldn’t be all about you anyway!
Focus on Your Audience
Your About page needs to be focused on your audience and your ideal clients and/or customers. It needs to communicate how you can help and why you’re qualified, answering the questions:
- What’s in it for me?
- Why should I care?
- Am I in the right place?
- Can you solve my problem?
- Are you the right choice?
An About Page You Can Be Proud Of
If you’re wondering how to write an About page you can be proud of, wonder no more. The trick to writing a killer About page is breaking the content up into three sections:
- Mission: Why do you do what you do, who do you do it for, what value you deliver
- Bio: Who you are, what makes you qualified, how you are different
- Social Proof: Where you have been featured and what other people say
Let’s look at each of these About page sections a little closer:
The first section of your About page needs to introduce the site or brand to visitors with a powerful statement communicating what the site is about, who it is for, and why you do what you do. You want to help visitors:
- Get fired up about your mission and capture their attention
- Realize they’re in the right place and they want to know more
- Believe you understand them so well you’re reading their mind
Once you’ve caught their attention and given them a reason to pay attention, help them get to know more about you by sharing your personal bio, credentials, and photos. Moving your bio to the second section of the About page gives visitors the opportunity to connect with you and your mission on an emotional level before learning about you and your qualifications and accomplishments on a professional level.
Your Social Proof
Now that you have built rapport with visitors, rallied them around your mission, and backed it up with your qualifications and accomplishments, it’s time to solidify your authority positioning by providing authentic social proof.
This is where you share and link to print media features, podcast interviews, digital media mentions, speaking engagements, and testimonials to confirm credibility and build trust.
Getting Your About Page Right
If you’ve ever felt self-conscious and uncomfortable because your About page felt vain, braggy, and self-centered, don’t worry about it. With this three section approach, your About page will no longer be all about you, but all about your visitors and helping them get the information they need to decide if they’re interested or not.
Again, your About page is one of the most popular pages on your website. If you get your About page right, it will elevate your brand, build rapport with your audience, position you as an authority in your industry, convince your ideal clients and customers that you’re the best person to work with and inspire them to take action.
A Fast Site Helps too
This is all about making sure your About page converts new users, and you don’t want to lose them before they have a chance to read it. If you’re just starting your new website, or are looking for a faster host, I recommend Liquid Web’s Managed WordPress Hosting. It’s a great place to start on your journey to serious website. It’s easy plugin updates, fast speeds, auto updates and more, make it easy to start your website, and easier to write your About page. They also happen to host this website! I’m a huge fan.
Be sure to use these three tips to write your About page. If you already have one created but don’t love it, give it a little update!