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About pages can make or break your chances of success online.
With the power to increase your conversions by up to 22.5%, About pages need to be taken seriously.
A well written About page will strengthen your brand, help customers understand how you can help them, and why they should choose you.
As the second most visited page on your website (besides the home page), About pages shouldn’t be thrown together as a last-minute afterthought. Your About page is an opportunity to position yourself, so it needs to be strategic.
With these 9 tips, you’ll learn exactly how to write a successful About page – an About page that converts.
1. Call your About page ‘About’
It may sound completely obvious, but this isn’t the time to be clever. Make your About page easy for customers to find by calling it ‘About’ on the menu or link that leads to it.
As the second most visited page, you don’t want your customers to be struggling to find it, or worse – give up and go somewhere else.
2. Tell your audience how you can help them
The easiest mistake to make when writing your About page is to talk about yourself.
Huh? Isn’t that the whole point of an About page…?
Well, no. Let me explain.
The aim of your About page is not to tell your audience about yourself, but rather to tell them about how you can help them.
Describe who you’re here to help, what their problem looks like, their ‘pain points’.
For example, The Hustle address their readers’ pain points on their About page, revealing their target audience are fed up with traditional media, and want news that’s easy to understand.
And Oatly addresses their customers’ pain point of wanting to enjoy a milk product “without recklessly taxing the planet’s resources in the process”.
These are just a few examples of the many ways you can incorporate pain points into your About page. Whether it’s subtly interwoven, or a direct bullet list, the most important thing is that your customers know you’re speaking to them and their problems.
3. Tell the story behind your business
Once you’ve identified your customers and why they’re here, and they know they’re in the right place, you can tell your story.
But not some generic fluff about how you drink seven coffees a day and enjoy frolicking in the Bahamas.
You’re telling the story of your experience in their shoes. What brought you to create your business, the product or service you’re offering, as a solution to their problem?
Show your vulnerability – your lows as well as your highs. What was your turning point? Your motivation? Sharing this information will help you build trust and authenticity, which is crucial if you want your site visitors to become customers.
Simon Duffy from Bulldog skincare does this well on his About page, where he describes his motivation for starting the brand, stating “there were no straightforward skincare options that were made for him”.
Mailchimp’s About page goes into more detail with their story, but they’ve stuck to including relevant information only, and keep bringing it back to their customers.
Be careful not to go into so much detail that your readers switch off. They didn’t come to your page to read a novel recounting every minute of your life. Save the list of high school athletics achievements for your next reunion – unless, of course, it’s actually relevant to your business, and your customers.
4. Tell them how their life is going to change
Now that they’ve heard your story, don’t just show off where you are now. Show your potential customers where they could also be – with your help.
Build a picture of what the future will look like for them, get them to imagine that better version of themselves.
For example, a weight loss business might describe the ease of doing everyday things like going to the park with the kids, being able to shop in regular clothing stores, or no longer feeling embarrassed at the gym.
It’s important that you take this opportunity to paint that future picture, because the next question on their minds will be ‘how do I get there?’. If you’ve done this well, they’ll be ready and waiting keenly to hear what comes next.
5. Explain HOW you’re going to get them there
Now that you’ve shown them where they could be with your help, you need to bridge the gap by explaining how you’ll get them there.
If what you’re describing sounds too good to be true, giving a bit of insight into your process can provide assurance to your potential customers.
Whether this is a brief outline of your process, or a bullet list of what to expect from your service, you’ll need to provide some proof of how you’re able to deliver results.
Pet food business Scratch does this nicely with the “So, how’s it possible?” section on their About page.
6. Create a ‘weeding’ checklist to hone in on your ideal customers
You may not be a gardener by trade, but you can utilise your About page to ‘weed out’ the kind of customers you don’t really want. How?
By including a short paragraph or bullet list addressing those who wouldn’t be a good match for your products or services, you can save yourself, and others, time and money.
You can also do the opposite, by creating a checklist of traits or values your ideal customers will have.
The Introvert Entrepreneur does this with her “You’re in the right place if you’re…” list.
7. Give social proof to assure your potential customers
This is where you showcase any big names you’ve worked with, and any customer testimonials that directly back up any claims you’ve made on this page.
Take this opportunity to assure your potential customers with company logos, awards, reviews, and testimonials.
Design studio House Industries’ About page is a good example of how you can do this.
While it’s great to be proud of your successes, be careful of overdoing it. You don’t have to include every single customer testimonial or brand logo you’ve ever worked with to get the message across.
8. Have a CTA to stay in touch
Although you shouldn’t be selling anything on your About page, you should give your visitors some sort of call to action. Something which helps them stay in the loop, and you stay in touch.
It could be a free trial, a mailing list, a free download, or a link to follow you on social media. Whatever it is, the commitment should be minimal – don’t ask for too much. An email and maybe a first name would be the most you’d ask for here.
For example, Joe Wicks of The Body Coach offers a free trial as a CTA at the end of his About page.
This is an opportunity for you to stay in the awareness of your site visitors, so don’t waste it!
9. Humanise your business by getting a bit personal
Now that you’ve covered the most important parts, you can add in a short paragraph or some bullet points that are a bit more personal, some quirky facts about yourself and the people behind your business, or even a friendly photo.
It’s important to add these more personalised elements as they humanise your business. They can also help to make you more memorable, and help your brand stand out above the competition.
Digital design agency Humaan does this incredibly well, showing off their skills in the process.
Now you’ve learned what makes a great About page…
Revisit your current one. Go through the checklist of these 9 tips. What is missing?
If this list seems overwhelming, just start with one change. It might be adding in your social proof, or a CTA. Then you can build from there.
Remember, a perfect About page is rare to find. You might rework yours many, many times before you feel satisfied it ticks all the right boxes. As long as customers can leave your About page having learned more about how you can help them, you’ve made a good start.