How to Write a Killer Website About Page

You know you need one. But every time you sit down to tell your story (web page style) you come up blank. How to convey your personality, brand, and mission in 500 words or less? What you need is a killer website about page template and a few helpful pointers, and you’ll be spilling your story with ease.

Why do you need an about page? It’s one of the most read pages on any website. Think about it. You hop onto a site, you skim the homepage, what’s the next link you click? You want to learn more about who this is talking to you, right? And that’s where a handy dandy about page comes in.

Seriously, any time I pop onto an about page that is sparse or uninformative I feel let down. Let’s make sure your customers don’t feel the same way.

How to Write a Killer Website About Page

8 Steps to Writing a Killer Website About Page

1. What’s Your Type? Before you get started, it’s important to know what type of about page you want for your site. And those two types are personal and brand. A personal about page is about you, the founder of the business. The brand page is about the brand in a more personal sense. If you decide to go with a brand type about page, I still recommend including a personal paragraph or two about each of the founders.

2. Format Feels: There are many different types of about page formats. Pretty much anything you can dream up will work. But the most commonly used and pretty darn effective formats are story format, section format, and interview format. A story format, like it sounds, tells your story in long form. Section format includes two or more sections describing different aspects of you or your brand (this is a good one if you are writing a brand type about page). Interview format may not be as common, but can be a fun way to deliver information, especially for a lighthearted brand.

3. Message Sent: What is the one thing you want your customers to learn from reading your about page? This is the page on your website where you tell a bit more in depth and personal info than on your homepage or sales pages. This can be in the form of the story behind your passion for green beauty, a bit of background information on why you started your brand, or something that is super important to you. Tell your readers something that they won’t find on the other pages of your site. Something they can relate to that showcases you as a real person.

4. Create Connection: Your message or story will open the path to creating a connection with your customers. You can still offer up your products on your about page by offering background on why they are important to you. And these reasons will likely resonate with your customers too.

5. Street Cred: Even though this isn’t your sales page or product page, don’t be afraid to put your credentials, expertise, and qualifications on display. Rather than simply listing out the courses you’ve taken or the experience you’ve accumulated, tell your audience why you did those things in the first place. Did you work in the beauty industry and begin researching natural ingredients out of concern over toxins? Do you volunteer for a nonprofit that aligns with your business? Do you live in a region that benefits in some way from your work? Let your customers know.

6. Keywords for the Win: Don’t forget to insert your keywords into your website about page. Think an about page isn’t in need of SEO? All of your pages need keyword phrases and a healthy meta description.

7. Self Image: As in, you need to show your face! If your about page is about you personally, you need to include a pic of you on the page. If it’s about your brand, you still need to include a pic of you and/or your team. People want to see who they are working with or buying from. Show yourself off.

8. Next Steps: So, they’ve read your about page, like what they see, and feel they know more about you and your brand. Don’t leave them hanging. At the bottom of your about page, provide easy to follow next steps and head them in a direction you’d like them to go. For instance, you could send them to a blog post where they can learn more about how to use your latest creation. Provide a link to your ingredients page so they can learn more about how you choose what goes in to your products. Or you could add a newsletter sign up so they can stay up-to-date on the latest news from you. Or why not all three?

A website about page is an essential component in connecting with your customers, showcasing your expertise, and offering an inside look into your products. Take your time and craft a page you feel proud of. Want some help? Get in touch!

Liz Thompson