The About page of your website acts as a virtual introduction, allowing you to go beyond the surface level and share the essence of your brand with your audience. But unlike what you may think, your website’s About or About Us page shouldn’t just be about you!

In this blog post, I am covering why it’s essential to have an About page on your website and what needs to be included to help turn visitors into customers.

Why a website “About” page is so important

Your About page is where people are going to turn when they are considering working with you, but aren’t quite convinced yet.

In today’s digital landscape, your potential customer has a ton of options. You likely aren’t the only one offering your product or service and that’s actually a good thing! Competition in your market is a great indicator that you are offering something that people want.

But, how does your potential customer or client choose you over your competition?

The deciding factor typically comes down to a sense of connection

People buy and/or work with people that they feel an authentic connection with, whose story, vision, and mission aligns with their own. And where do they learn about this?

Your About page!

This page offers a valuable opportunity for you to start building a know, like, and trust factor with visitors if you design it correctly, so let’s discuss what you need to include.

How do I write an about page for my website?

Start by embracing your unique journey. Write down all you have gone through to get where you are today- including the challenges, triumphs, and pivotal moments that have shaped your brand and business.

Then write down how this makes you the best person to help your visitor, aka your potential customer/client.

Then you want to combine the two to create an authentic narrative and emotional connection.

One of the biggest mistakes when creating an About page for your website is making it all about you. I know it goes against common sense, but what your audience really wants to get from this page is how you can help them.

8 About page elements to include:

1. Your name, title, and brief intro of what you do and who you serve
2. A headshot/photo of you looking at the camera
3. Your story and how it translates to what you offer and how it helps you solve your audience’s problem (Can also include your mission/values within here if you’d like)
4. What makes you unique? Do you have a signature way of doing things that have led to greater results for your clients?  Share it on this page.
5. Any awards or media you were featured in
6. A call-to-action button to learn more about your services/products or to apply to work with you
7. Links to your social media pages
8. This is also a great place to show off your personality with some fun facts, a few behind-the-scenes photos, etc.  

Time to start writing

A great About or About Us page goes beyond mere information—it captivates, connects, and leaves a lasting impression.

It also helps attract those you want to work with and repel those you don’t. You’re not going to be a great fit for everybody and that’s okay.

Feeling overwhelmed? Check out my website templates that include an About page already formatted for you, so you can just plug and play your information onto the page.

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