What is the Goal of an About Page?

Your website is a business asset, and that means it needs to be working for you. Your About Page is your business’ humanizing page, sharing your story and revealing the WHY of your company. This is often the most intimate page of a website… but that doesn’t mean it can’t address your reader, too. The strongest About Pages are about both the business and the reader.

SUBHEADER THAT CONNECTS TO WHERE YOUR AUDIENCE IS RIGHT NOW

Where is your reader on their journey (as it pertains to the solution you offer)? Acknowledge how they’re feeling, what’s going on for them, what they’ve tried in the past, etc. Make them feel heard, understood, and empathized with. Use second person (you) language.

Write a transition sentence to shift to your own story (or your brand’s story) to demonstrate how you resonate with them and can guide them to the solution they’ve been hoping for.

SUBHEADER THAT INTRODUCES THE FRUSTRATION PORTION OF YOUR STORY

If you are sharing your personal story, make sure it’s relevant to what you offer. You probably have a wealth of experiences, so it can be tempting to incorporate them all. But stay focused on what pertains to your audience and your offerings.

For a personal story, start with a description of life before you bought into your big idea. Feel free to get descriptive, and use emotion language. Use first person (I) language, and keep it conversational in tone.

If you’re sharing the story of your business instead, talk about the pieces of your origin story that directly pertain to where you are as a company today. Use first person plural (we) language. It can be tempting to not use emotion language… after all, how can a business have feelings, right? Actually, you can keep humor, emotion, and empathy front and center. The goal of this page is to humanize your company, even if you don’t speak directly about any human beings.

SUBHEADER THAT INTRODUCES THE TRANSITION PORTION OF YOUR STORY

Your story has a turning point, and this is the time to let it shine!

If you’re telling a personal story, discuss what led to you changing your mind, discovering your big idea, or realizing you needed to make a change. This could be a big “a-ha!” moment, or it could be a gradual recognition. Don’t feel like you need to break out the special effects or exaggerate. However, you should keep your eyes on the prize and stay focused with your details.

If you’re telling your company’s story, discuss what led to your current state of evolution. Every business adapts and changes over time. What led you to shift to your current focus, message, or suite of solutions? Again, keep it human and real.

SUBHEADER THAT DRIVES HOME YOUR THOUGHT LEADERSHIP AND THE BENEFITS OF WORKING WITH YOU

What did life (or your business) look like when you embraced your big idea? What were the results of that decision and shift? Cite specifics, including emotions, anecdotes, results, and victories. This is applicable whether you’re writing as a personal brand or as a business entity.

The elements of thought leadership are your expertise, innovation, and influence (as in, the guidance or knowledge you give that influences others to action or to change how they think about something). You can touch on any (or all) of those elements in this section.

SUBHEADER THAT EXPLAINS YOUR BIG IDEA AND BUILDS EXCITEMENT WITH THE READER

This section explains your big idea and makes the case that your website’s reader should embrace it, too. It builds excitement and empowers them to feel like they can follow their journey to their own desired outcome. It should feel achievable and real, and they should be sitting at the edge of their seat wanting to know what next step they should take. You can start to shift from “I” language to “you” language in this section.

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SUBHEADER THAT ILLUSTRATES THEIR CALL TO ACTION

Keep this short and sweet. What do you want them to do to take the next step in their journey? For maximum impact, include one single call to action (CTA).