One of the website pages many business owners struggle to create content for is the About page. I haven’t figured out exactly why this is, but I have some guesses. Although the creator or owner of a company obviously knows their story and the ins and outs of their business better than anyone else, it can be difficult for them to pare down that information to fit onto one website page. They’re a wealth of knowledge on the subject, but making that knowledge bite-sized can be tricky. Another reason is that some people just don’t enjoy writing about themselves. It might feel self-centered to them, or it might feel a little too much like an English assignment from the first day of eighth grade.

Whatever the reason, I understand that writing your About page can be challenging, even intimidating. If you’re in this boat, don’t throw in the towel just yet. Let’s talk about how you can develop a great About page that engages readers and encourages them to work with you.

Why Does Your About Page Matter?

First, why is the About page important? Addressing the importance of the About page is key to understanding how to create the right content for it.

The About Page:

• Gets a lot of traffic. Your website’s About page is likely one of your most frequently visited pages. That means it’s worth the time investment to really make it stand out and meet your visitors’ expectations.
• Builds trust. If you’re providing a service or product, you can almost guarantee that potential customers are visiting your About page to determine whether you are a good fit for them. Do you seem trustworthy and grounded? Do your values align with theirs? It’s important to lay it all out for them so they can make that decision easily.
• Tells your story. A good About page offers a little peek inside your personal story. People tend to connect best through stories, so the more you can relate to your audience through story, the better.

With these key points in mind, how do you write a killer About page that helps you stand out and encourages customers to choose you?

Here are 5 tips for writing a compelling About page:

1. Be relatable. Customers are certainly looking for well-qualified businesses to work with. But they’re also looking to work with someone they like. Someone who, for instance, understands the value of a good Netflix binge, or the life-giving power of caramel macchiatos. Getting a little personal, and even including some funny facts or anecdotes, can help make your About page more relatable. While you should certainly take the opportunity to introduce yourself and your business, you should also allow your personality to shine through, and try not to take yourself too seriously.
2. Tell your story. Storytelling is a universal activity that connects us like nothing else can. If you built your business from nothing, if you walked through the fire to get to where you are, share that. Everyone loves a good story. Telling your unique story also helps to differentiate you from the crowd, and helps your potential customers see why it is they have to hire you and not anyone else.
3. Communicate your values. Why do you do what you do? It’s crucial that you communicate the “why” behind your business, especially considering the up-and-coming generation’s strong inclination toward brands that share their values. If a potential customer shares your values, they’re more likely to want to work with you.
4. Make it about them. It might come as a surprise to you, but your About page isn’t just about you. It’s also about them—your existing and potential customers. They’re here to learn about you to determine if you’re a good fit for them. Don’t forget about them as you write about yourself. Make sure your About page communicates how you, with your unique experiences and skills, can be a value-add for them.
5. Get to the point. With all this talk about storytelling and communicating values, I don’t want to make it seem like this should be done through tons of text. You want to do this concisely. Communicate clearly and get the point quickly, or your readers will probably lose interest.

Need More Help?

I hope this gives you a good starting point for creating an awesome About page! If it’s just not in your wheelhouse, that’s okay too. I absolutely love writing About pages for clients. It allows me to meet interesting new people and flex my creative storytelling muscles. I’d love to help you out. You can get in touch here!