Did you know that your about page is one of the most popular and important web pages on your site? Yep. Contrary to popular belief, your about page isn’t really about you at all. It’s about your ideal client, and why you are the go-to expert they can turn to when they want to solve a specific problem.

The people who are hopping on your About Page are the prospective clients who are considering you for their next investment. So you need to make sure you are grabbing their attention, evoking trust, and convincing them to work with you – or at the very least, inquire about what working with you looks like.

To do this, you need to write a pretty impressive About Page. Here are some tips on how to write your about page so you can tell your audience exactly why you (and your company) are awesome. 

Elements To Include

Your About Page is where you explain why people should do business with you. What are the benefits that you can provide them? What products or services do you offer? Highlight the value they will get from working with you.

But don’t just put your offers, benefits, and values in bullet points and call it a day. You need to add an emotional connection, and you need to tell your unique story. You also need to include some pretty vital features like a headline and CTA. Let’s see what these look like, shall we?

Tell Your Story

Your About Page is where you want to make a strong impact and find that connection with your ideal clients on a personal level to drive sales. That means sharing a personal story about you. I know I just said that your About Page isn’t about you. And it isn’t. This personal story needs to directly relate to your services and what you can offer your clients.

Think of your story as your unique selling point. Highlight what makes working with you so unique. Share or express your values and give your audience a little peek behind the curtains of your life and/or business. Use your unique background or previous experience to tell your audience why you understand their problems and provide a proven solution for them.

Telling your unique story is where you will forge a connection with them. This is so important when it comes to converting potential customers into customers.

Let’s look at an example. There are probably a thousand and one social media managers out there, but there is only one you. Not to sound cheesy, but you will attract specific people to you through your unique story. If you are a social media manager who found your calling after working corporate for 10+ years and then experienced an early mid-life crisis, quit your job, and took your cat on a trip around the world – there will literally be people out there that are attracted and relate to your unique story and background.

So use your about page to tell your story. Just make sure your story is about your business, how you can help your audience, and will drive leads to your services or products – with a few fun, unique flairs.

Use Emotion

The words you use on your About Page (and any page on your website) matter. You want to build a connection with your audience, and to do this, you need to use emotionally driven words. Words like “tough” instead of “difficult” or “happy” instead of “pleased or “funny” instead of “amusing.” 

Be aware of who you are talking to, what their emotions are, and where they are in their journey. Who you are talking to and when will determine how you should approach them with your copy. 

And, please, always and forever – write how you talk. Make your copy conversational. This is much more relatable than using fancy jargon that looks good on a website. If you would never use words at a friend’s dinner party – don’t use them on your About Page.

Please don’t think that your About Page is just a miniature version of your home page. It’s anything but! Your About Page is where you inform your audience why you are uniquely qualified to offer the solutions they need through the services or products you sell using your unique story and background.

Hopefully, this post will help you start writing your About Page so you can start generating leads from your website. If you have any questions about it, don’t hesitate to contact me here.