How To Write Dazzling About Page Copy

Copywriting Tips

Jan 9

Written By Emily

Your About Page is one of the most-visited pages on your entire website. It’s how clients get to know the person behind your brand, but how do you write an About Page that gets clients excited?

In this post, we’ll cover the entire process of how to write an About Page (with templates, examples, best practices, and more) so you can transform your About Me page right now.

Need help improving your website content? Check out this guide for copywriting tips for beginners.

Why is an About Page Important?

Where Should Your About Page Be Located?

What Makes a Great About Us Page?

4 Inspiring About Page Examples

How to Write an About Page Step-by-Step

About Us Page Template

Why is an About Page Important?

If you’ve got a killer service page, an engaging home page, and a well-designed contact page, why is an About page important?

A study by KoMarketing found that 52% of users say that the About page is the first thing they look for when visiting a new website. What’s more, customers who view an About Us page spend 22.5% more than those who don’t.

But if you’re not convinced, here are some important things your About Me page does for your website.

Your About Page Tells Your Brand Story

People buy from people, and your ideal customers are looking for a connection to your brand. It’s tough to convey your brand story anywhere else on your website, but your About page is a space to go wild.

You can talk about the history of your company, why you started, your process, and your values. It’s an opportunity to share your vision and connect with visitors in a meaningful way.

It Builds Trust with Potential Clients

Most people have a high level of scepticism about unfamiliar websites, and as a small business owner, you need to build a foundation of trust to get new clients.

Your About Us page allows you to showcase your certifications, qualifications, and experience, giving your clients a solid reason to trust you as an expert.

Your About Page Filters Out Unwanted Visitors

Many people who visit your website won’t be ideal clients, and it’s best to filter them out as quickly as possible to save you time on useless discovery calls.

Your About page will help visitors figure out if you’re the right fit for them. Say you have a person looking for cheap website design services, and they’re researching brands for templates.

They find two websites:

The first is a high-end graphic design boutique whose About page talks about the importance of customized design, elevated graphics, and professional services.
The second is a fun, dynamic website whose About Me page talks about budget-friendly website design, DIY templates, and help for start-ups.

That client is almost definitely going to connect with the second website more. But someone looking for high-end, bespoke web design services will prefer the first.

The point is your About Us page can help filter visitors to ensure you only get inquiries from your ideal customers.

Where Should Your About Page Be Located?

Your About Page should be in your footer so it’s clickable from every page on your website.

I also like to see it in the homepage's main navigation. It’s important for potential clients to find it quickly, so add it toward the end of your navigation just before your contact page.

You should also link to it on your homepage in your Author Bio section. Here’s a screenshot from my site so you can see what I mean:

What Makes a Great About Us Page?

Sometimes, you land on a new About page, and something clicks. You instantly like the brand and want to learn more about it. But what’s the secret sauce that gets that reaction?

A Client-Centric Approach

One of the most common mistakes I see small business owners make on their About Us page is making it all about themselves.

But I just told you your About page is for brand storytelling, so how can it not revolve around you?

The most exceptional About Me pages have a client-centric approach, even through brand storytelling, company history, and author bios.

When your ideal client finds your About page, they should immediately think, yes, this is for me!

Don’t worry; we’ll cover how to write an About Page that achieves this later.

Humanized Brand Story

Whether you own a tech start-up or a daycare, your About page needs to show the human side of your business. This is how you form that connection and build trust with your audience.

Memorable Content

Don’t forget to have fun on your About page – it’s a chance to get creative and showcase your brand in a more fun way. This is the part of your website that visitors will remember, so make it stand out with interesting, unique content.

4 About Us Page Examples From Successful Service Providers

I always find some inspiration helpful when designing new pages on a website. So, let’s take a look at a few specific service providers’ About Pages that nailed it.

Blue Haired Unicorn

Madison at Blue Haired Unicorn has such a fun About Page that immediately makes you feel part of her community. She’s got professional photos, a killer story, and an official bio that highlights her expertise.

Sara Dietschy

Sara’s About Me Page is a masterclass in forming connections and offering value. She’s got an author bio, round-up of the brands she’s worked with, a merch section, latest video, reviews, and professional graphics.

It immediately showcases her as an expert while allowing her fun and creative personality to shine through.

Matt Gray

I love this section of Matt Gray’s About Page, which gives visitors three different ways to connect with him. It feels content-rich and valuable, and it gives people a chance to connect with him for free before committing to his coaching services.

He’s also got an impressive line-up of testimonials and stats that instantly show you he knows what he’s talking about.

Brightwater Accounting

Bookkeeping can feel like a daunting (even boring) task for businesses, but Cathy makes it feel fun with her About Page.

She does a great job of highlighting the points associated with accounting and establishes herself as a solution.

How to Write an About Me Page: Step-By-Step Guide

Now you’ve got some inspiration for content and design, let’s look at the step-by-step process of creating an About page for your small business.

I recommend starting on paper. Map out the general template you want to use and then roughly fill in the gaps to make creating it within your website more straightforward.

1. Client-Focused Title

Start with a title that quickly and concisely states what you do and who you service. For example:

Providing the Best IT Solutions For Start-Ups
Helping Millennials Travel in Style
Supporting Female Entrepreneurs in Business

Make it client-focused, use action words, and make sure it speaks directly to your target audience.

My About page title is: Helping Small Business Owners Write Better Website Content.

2. Who You Are

Next, create a bio for yourself that includes who you are, who you help, and what you offer. Include any certifications or qualifications that showcase expertise, and make it human by adding a fun fact or two about yourself.

This is a great place to add a professional headshot to show people there’s a real person behind your brand.

3. Your Brand Story

How did your business start? What have you been through to get where you are now? What passion drove your success? Whether you’ve been in business for a week or ten years, there’s a unique story behind your brand that people want to know about.

4. Your Offer and Who You Serve

Highlight your key offerings and who they are perfect for. What problem do you fix? What value do you provide? Who is your service perfect for?

My “official bio” toward the bottom of my About page shows what I offer and who I work with.

5. Author Bios

If you have multiple people on your team, add author bios to introduce everyone. Include a professional headshot and a few sentences explaining who they are, what they do, and a fun fact to help people connect with your team.

If it’s just you, add a “fun facts” section about yourself with some more graphics – this is an easy and fun way to humanize your brand.

One client reached out to me for my services and immediately commented on the fact that I had a rescue dog – she must’ve read about him on my About page!

6. Testimonials or Features

Solidify your credibility and authority by including any places you’ve been featured, awards you’ve got, or testimonials from previous clients. All of this acts as social proof, helping to establish you as an expert.

7. A CTA

Always end your About page with a call to action. This could be a link to work with you, blog posts for your visitors to read, a sign-up for your newsletter, or a link to a different page.

People who make it to the bottom of your About Us page are primed for more, so keep them on your website to nudge them further along your funnel.

Bonus Tip: Review + Tweak Your About Page

Your About page should be an evolution. Start with your first draft using the tips in this post, and then tweak and test it as you go. Whenever your brand hits a milestone or achieves something you’re proud of, add it to your About Me page.

This is your opportunity to show off and toot your own horn, so regularly revisit your About page to make it as effective as possible.

The About Us Page Template

Your About Me Page is one of the most important pages on your entire website, so don’t miss out on this opportunity to make it shine.

Grab the About Page template for a full step-by-step guide for writing memorable, brand-focused content that your potential clients fall utterly in love with.