How to Write the About Page of a Website

Erin Gleig June 25, 2019

For some people, writing can be a painful process. Are you writing about yourself? Even worse. 

However, some level of relief is that the “About” page of a website isn’t about you; it’s about how you’re going to make your prospective customer’s life easier. It’s about them. At first, this may seem a bit counter-intuitive, particularly if you’re new to marketing. Here are some tips to get you started writing the “About” page for your website.

Show value to your potential clients

When someone visits your website, they’re interested in how you’re going to solve their problem. They are not interested in your life story. You only have a short amount of time to impress your prospective client and explain how you can help them. What will you do for them? What benefits you will provide for them? Use your about page to explain how you will provide value for your prospective market.

Identify your audience

Talk to your ideal customer. Mention their concerns and identify how you’re able to alleviate them. Yes, you get some visitors who won’t identify with your mentioned target audience, but that is all right. Trying to please everyone will end up pleasing no one.

Company Bio

Now you can start talking about your company. Generally, talk about your company history and how it could potentially help your client. The “About” page is your chance to add some credibility to your business. Is your company involved in the community? How did your company get started? When and why did it start? Are you filling a need that your target industry was having? Mention jobs that you’ve done in the past where you’ve solved similar problems that a prospective customer might have.

Personal Bio

Finally, you can now talk a bit about yourself. Mainly share how your life relates to your business. You don’t need to get too personal, and you shouldn’t. Keep in mind; you are always writing on how you can help your potential customer.

Call to Action

Remember to end with your call to action! What do you want them to do?

Your website’s “About” page is a perfect way to connect with your target audience, and to help them relate to you. The key is to find the balance between useful and interesting information, and explaining how you can help your customer. However, it’s important to still make it sound natural and relatable, but the fun part is finding the balance.

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