If you’ve been struggling to create a great About page for your website, there’s a reason.
But today I’m going to make it way easier for you by giving you a step-by-step guide (translation: shortcut) for creating a great About page. It’s a distillation of my hours of research on this topic as well as my own one-on-one work with clients.
Before we get into the details, let’s pause for a second to get clear on why it’s important for your website to have a great About page.
Your About page reminds people there’s a person behind your website and that you put your pants on everyday just like they do. It humanizes you and makes you look less corporate and sterile. It warms people up and lets them get to know you.
If people like you and can relate to you, trust goes up, sales resistance goes down and they’re more likely to call for an appointment or buy your stuff.
That’s why you need a great About page.
The Biggest Challenge With About Pages
Two words: writer’s block.
What should I write? What do people want to know about me? Where do I begin?
You stare at the white screen of death because your brain gets stuck in an endless loop.
The quickest and easiest way to break out of this mental paralysis is to model what’s worked for others. Don’t reinvent the wheel. Use a framework where the hard thinking has already been done for you. All you have to do is execute.
So here you go. Let’s get busy creating your About page.
8 Steps To A Great About Page
1. Call your page “About”.
In your site’s main navigation, use “About” or “About Us”. This is what people are conditioned to look for. Keep it simple and make it obvious.
Once they’re on your About page, you can start with a fancy headline describing what you do or you can just label the page “About”. Nothing wrong with being straightforward. When in doubt, I usually opt for clarity over cleverness.
2. Lead with a sound bite.
Don’t pussyfoot around. Dive right in and tell them who you are, what you do and the type(s) of people you serve.
A short paragraph is all you need. Just summarize what you’re about and give them a reason to say, “Hmm, tell me more”.
PRO TIP: Write your opening sound bite using language that describes the problem they’re trying to solve or the outcome they’re trying to create. Talk about what’s important to them. This gets their attention.
3. Why you’re different.
This one might require a little digging, but you have to find some points of differentiation between you and your competitors. Otherwise you’re just plain vanilla and you blend in with everyone else.
It’s not good enough to say “we’re the best” or “we’re # 1” (even if you really are). That’s lazy and says nothing.
You want to list things that are measurable and observable.
Here are some examples:
- Do you offer better prices than competitors? Maybe your prices are the same or higher, but you offer better value.
- Are you open on Monday when everyone else is closed on Monday? Do you offer evening hours? Are you open on weekends?
- Do you have tons of positive online reviews where your competitors have few reviews or poor reviews?
- Do you specialize in any one particular area where your competitors don’t?
- Do you service any geographic area where your competitors don’t? Is your office or shop in a convenient location?
- Do you offer a better warranty/guarantee than your competitors?
- Do you use a unique tool, technique or process that your competitors do not?
- Do you have a higher success rate than your competitors?
- Can you get the job done quicker than your competitors?
- Is your solution more permanent and longer-lasting than your competitors?
- Do you speak a language other than English?
- Do you offer financing where competitors require full payment upfront?
- Do you have a different approach, a different point-of-view or a different perspective than your competitors about your product, your service or your industry?
Even if you’re in a “boring” business or profession, there are always ways to describe how you’re different. Think of your best clients. Why did they pick you over your competitors?
Don’t take anything for granted. What you think is standard operating procedure might be a major selling point to a prospective client. The classic example of this is the old Schlitz Beer ad campaign.
4. How did you get here? What’s your story?
Many prospective clients are curious and want to know, “How did you get into this line of work?”
So tell them.
You didn’t just wake up one day and decide to become a dentist, a custom home builder or start a tool & die shop. What motivated you to go down this path? What was the journey like?
You don’t have to write a novel. A paragraph or two or three will do just fine.
Don’t worry about trying to impress anyone. Just speak from the heart and be yourself. If you have an amazing story, that’s just a bonus.
5. Social proof.
Even if you’re an introvert and don’t like social media, you still want to demonstrate that you’re “social” and part of the human race.
Prospective clients want to know what others say about you as well as the company you keep. It helps “validate” you.
So enlist the help of clients, colleagues, businesses, organizations, even celebrities to create social proof. The more, the merrier. You can never have too much.
Here’s a list to jog your memory:
- Testimonials from satisfied clients.
- Links to positive online reviews on Google, Yelp, etc.
- Endorsements from respected peers, industry leaders or organizations.
- Notable people or businesses you’ve done work for or worked with.
- Certifications, licenses or awards. If permissible, place their logo or certificate on your website.
- If you’re on Facebook, install a Facebook Like Box to display the number of Facebook fans you have.
- Audio or video interviews you’ve done with noteworthy people in your industry or local market.
- Links to respected websites or print publications where you’ve contributed content.
- Selfies with celebrities or prominent people in your industry.
- Charitable work you’ve done in your community or with non-profit associations.
6. Your personal bio (aka “fun facts”).
Up to this point everything’s been about your business. Now we want to shift the focus to you as an individual.
As mentioned above, people are curious. So share a little about yourself:
- Where were you were born? Where you have lived?
- Where did you graduate high school? College? Trade school?
- Where have you worked?
- Do you have any pets, hobbies, interests, unusual skills or talents?
- Are you married? Any kids? Grandkids?
- Favorite movie, favorite place you’ve traveled, favorite sports team, etc.
A short personal bio gives you another layer of authenticity and makes you even more relatable.
If you’re a private person and you’re not comfortable sharing anything personal, then don’t.
But the more you share, the more comfortable people will feel with you.
7. Your headshot.
The # 1 mistake I see on About pages is not including your headshot.
You don’t need to look like a movie star. People just want to see what you look like so they can put a name with a face.
Don’t complicate matters by hiring a professional photographer — at least not now. The camera on any smartphone is more than sufficient for a quick, but quality headshot.
Another option is to dig out that one favorite picture of yourself (we all have one) from a vacation or wedding and crop out your headshot from that photo.
Whatever you do, don’t use a picture from 25 years ago when you had more hair or were 20 pounds thinner. That just results in weirdness when people eventually meet you in real-life.
Personally, I don’t like having my picture taken — never have. But I do it anyway and post my headshot on my About page because I know people want to see what I look like.
8. Your call-to-action.
If you’ve done a good job with your About page, your reader has warmed up to you. Before that feeling fades, you want to do gently steer them in the direction you’d like them to go next.
You could ask them to:
- Request a consultation or call for an appointment.
- Join your email subscriber list.
- Connect with you on social media.
- Read some of your best material.
- Fill out a survey.
- Watch a video or listen to a podcast.
- Download a free report or white paper.
Whatever you do, you must be assertive and ask them to take action. Don’t make the mistake of assuming they know what the next step is. It might be obvious to you, but often not to them.
A Few Helpful Tips When Creating Your About Page
Talk in the 1st person. Unless you’re a famous celebrity with a publicist that speaks on your behalf, talk in the 1st person point of view. Everyone knows it’s you who’s writing your About page. Just be real.
It’s not a fact dump. The best About pages have a conversational tone like a real-live human being is talking to you. Avoid just dumping a bunch of bullet point facts on your reader. They’re not reading the spec sheet for a new lawnmower.
Don’t brag. Yes, your About page is about you, but that doesn’t mean you should boast and be obnoxious and say “look at how important I am”. The goal is to tell your story so people get to know you and hopefully like you. You definitely don’t want to be this guy.
Let’s Look At Some Examples Of About Pages
A picture is worth a thousand words. So here are a some examples of what I think are pretty good About pages.
You’ll notice that each example below might or might not contain every single About page element described above. That’s ok. This isn’t an exact science. What’s important is to get ideas and see how others are telling their story.
Company name: Leslie Lawton Connected Communications
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Company name: HealthQuest
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Company name: The Ferraro Group
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Company name: Baypointe Dental
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Company name: Accents Cosmetic Surgery
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Company name: K-B Tool & Die
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Company name: Randazzo Heating & Cooling
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Company name: Backlinko
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Company name: Neuromarketing
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Company name: Mike Rowe
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Company name: Occam’s Razor
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Company name: Jeff Goins
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Did we miss any? If you know of a great About page example please let us know and we might just feature it in this post.
How’s Your About Page?
If you don’t yet have any About page, time to get busy and create one. If you have a weak About page, you now know how to fix it. Either way, if you follow the steps listed above, I guarantee you’ll have an About page better than 90% of other websites.