How to Write the Perfect About Page: A Step-by-Step Guide

Ever stared at a blank screen, cursor blinking, wondering how to sum up your entire business or personal brand in a few paragraphs? You are not alone. I’ve also been there, stressing over every word, attempting to strike the right combination of professional and friendly.

It’s a common struggle for many website owners and bloggers – after all, the About page is often one of the most visited pages on a site, yet it’s notoriously difficult to get right.

But here’s the good news: crafting an effective About page doesn’t have to be a headache-inducing ordeal. With the right approach, you can create a page that not only introduces you or your business but also connects with your audience, builds trust, and even drives conversions.

In this guide, I’ll walk you through the process step-by-step, sharing insights I’ve gained from years of experience and countless revisions of my own About pages. Let’s transform that blank screen into an effective instrument for your internet presence.

Why Your About Page Matters More Than You Think

Before we get into the how-to, let’s discuss why your About page is so important. Did you know that, according to a study by KoMarketing, 52% of visitors want to see About information when they land on a company’s homepage? That’s right – more than half of your site visitors are actively looking to learn about you or your business. Your About page isn’t just a box to tick off in your website checklist; it’s a prime opportunity to make a lasting impression and build a connection with your audience.

Step 1: Know Your Audience

The first step in writing a great About page is understanding who you’re writing for. Ask yourself:

• Who is my ideal reader/customer?
• What difficulties are they attempting to solve?
• What type of language and tone will appeal to them? 

For example, if you’re a tech business aimed at young professionals, your tone may be more informal and inventive. If you’re a legal company that serves corporate customers, a more official and authoritative tone is suitable.

Step 2: Start with a Bang

Your opening line is crucial. It needs to grab attention and immediately give the reader a sense of who you are or what your business does. Some effective ways to start include:

• A bold statement about your mission
• A surprising fact about your industry
• A relatable anecdote that illustrates your values

For instance, at SkellieWag, we might start our About page with: “We believe that every business, no matter how small, deserves a world-class online presence.”

Step 3: Tell Your Story

People connect with stories, not dry facts. Share the journey that brought you to where you are now. Include:

• Your background and how you got started
• Challenges you’ve overcome
• Key milestones in your business or career

Remember to emphasize portions of your tale that are important to your audience and demonstrate your expertise or unique approach.

What Should You Include in Your Professional Bio?

Your professional bio is a key component of your About page. It should include:

• Your name and current role
• Your professional experience and qualifications
• Any notable achievements or awards
• Your areas of expertise

Pro tip: Write your biography in the third person. It may seem odd, but it adds professionalism and makes it easy for others to cite or reference.

Step 4: Highlight Your Unique Value Proposition

What differentiates you from others in your field? This is where you will express your unique value proposition (UVP). Your unique value proposition should explicitly state:

• What you offer
• How it benefits your customers
• Why it’s better than other options

For example, a freelance writer might say: “I blend journalistic integrity with creative storytelling to produce content that not only informs but also captivates your audience.”

Step 5: Show, Don’t Just Tell

Incorporate elements that demonstrate your expertise or the quality of your work. This could include:

• Testimonials from satisfied clients
• Case studies of successful projects
• Links to your best work or most popular blog posts
• Awards or certifications

Visual elements can be powerful here. Consider adding a professional headshot or team photo, or even an infographic illustrating your process or achievements.

How Can You Make Your About Page More Engaging?

To keep readers interested, try these techniques:

• To make text more scannable, use subheadings
• Include bullet points for easier to assimilate information
• Add multimedia features, such as films or slideshows
• Include interactive elements, such as a timeline of your company’s history

Remember, your page should be both educational and interesting to read.

Step 6: Include a Call to Action

Your About page shouldn’t be a dead end. Use a clear call to action to direct your readers’ next steps. This could be:

• Sign up for your newsletter
• Schedule a consultation
• Checking out your products or service
• Follow you on social media

Make sure your CTA is consistent with your overarching aims and adds value to the reader.

Step 7: Keep It Updated

Your About page isn’t a “set it and forget it” element of your website. Remind yourself to check and update it frequently, particularly when:

• You launch new products or services
• You win awards or achieve significant milestones
• Your business focus or mission evolves

An outdated About page can undermine your credibility, so keep it fresh and current.

The Do’s and Don’ts of About Page Writing

In conclusion, the following is a brief list of dos and don’ts:

Do:

• Be authentic and show your personality
• Focus on how you help your customers
• Use clear and precise wording
• Add a photo or video to customize your page

Don’t:

• Use jargon or overly technical language
• Make it all about you without considering your audience’s needs
• Forget to proofread (typos on your About page are particularly glaring)
• Be frightened to express some vulnerability; it makes you relatable

Conclusion: Your About Page, Your Story

Writing the perfect About page is an ongoing process. It’s a reflection of you or your business at a specific point in time, and it should evolve as you do. The trick is to see it as a chance to engage with your audience and convey your unique experience, rather than as a chore.

Remember, your About page is more than just a biography or a company history – it’s a powerful tool for building trust, establishing your brand, and connecting with your audience. By following these steps and infusing your page with your authentic voice and value proposition, you’ll create an About page that not only informs but also engages and converts.

So, take a big breath, roll up your sleeves, and begin making. Your perfect About page is waiting to be written, and your audience is eager to get to know the real you. Happy writing!