The essence of an engaging ‘About’ page


The heart of your website is an About page. The About page helps to humanise your business by telling potential customers about yourself and your team. People are naturally drawn to the person behind a brand or business. They want to know who they are buying from, and an About page is the PERFECT opportunity to engage and build trust with them before an action is taken (like booking in a discovery call or making a purchase). 

Writing an engaging ‘About’ page on your website is crucial because it’s often one of the first places visitors go to learn more about your brand, values and story. See your website as a digital ‘shopfront’ or ‘studio’. The homepage is like an initial greeting to entice them further, and the ‘About’ page dives deeper allowing a potential customer to understand the ‘who’ behind a business, determine if there is a value alignment and answer these key questions:

Who are you? 

Why should I listen to you?

Why are you uniquely placed to help me and solve my problem? 

A common misconception is that an About page should be all about yourself – this is not true! It’s equally about your ideal audience and writing in a way to make them feel seen and understood. Here are my top tips for writing an engaging About page that will have people clicking ‘add to cart’ or ‘call me’ in a heartbeat:

Be authentic
Authenticity is key to building a connection. Write in a genuine voice that reflects your brand’s personality and share your real story and values. Share the story of how your business came into existence and why. Highlight what inspired you, the challenges you faced and the milestones you’ve achieved. Humanise your brand by connecting it to a personal journey. And avoid overly formal language and jargon – it’s not the time to be technical! 

Focus on your audience
While it’s your About page, make it about your audience too. Explain how your business can help them solve a problem or meet a need. Show empathy and understanding of their pain points and challenges. Use inclusive language that makes the reader feel like they’re part of your journey (i.e. ‘we’re on this journey together’, ‘become part of our goal-kicking community’).

Emphasis your purpose and values

Show your dream customer what the north star of your business is – your mission and values. Explain why they matter so much to you and how they guide your business decisions and everything that you do. Aligning with your audience’s values can create a deeper connection and ultimately build long-lasting loyalty. 

Showcase achievements

Depending on your industry, highlighting significant milestones, awards or qualifications can give your business more credibility and trust. However, it’s important not to overdo this in the main copy and definitely don’t lead with this information (as it’s not going to build an immediate connection). A great option is to include relevant award logos and associations at the bottom of your About page, so they’re not front and centre but still available if a customer is interested.

Include a Call to Action (CTA)

Don’t leave visitors hanging! Encourage them to take the next step, whether it’s subscribing to your newsletter, exploring your products, booking in a discovery call or following you on social media. A strategic, well placed CTA can guide user engagement to continue the journey with your brand (and hopefully become raving fans in the process!). 

If you don’t have the time to craft a stand-out About page or it’s just not your thing, then I would love the honour of writing it alongside you. Get in touch with me here and let’s chat.

November 19, 2023