How to Write the Perfect About Page
Disclosure: This post contains affiliate links, meaning I get a commission if you make a purchase through my links, at no cost to you. However, I only recommend products I use and love.
Did you know that statistically speaking, your ‘About Page’ will be the MOST visited page on your website? Remember, you only get one chance to make a first impression, and it’s likely this will be the first time your audience will put a face to your business. Let’s make sure it’s awesome!
Here’s the most important thing to keep in mind. Your ‘About Page’ is not really about you.. it’s about your dream client, how you relate to them, and what problem you are going to help them solve.
A few hot tips..
• Write in 1st person. It comes off way more approachable, and plus how awkward does it feel to write about yourself in the 3rd person?
• Do not make this page too long. Nobody came here to read a 5 paragraph essay - people just don’t have the time or attention span for that!
• Do not list off all your work experience / education. Save that for your resume. In fact, my about page doesn’t even mention my past jobs or college degree!
1. Clearly state :
- who you serve
- how you serve them (specifically) and
- what problem you will solve for them
Also called an “I help” statement, this is the most important information on your About Page. I’ll use myself as an example by breaking down my “I help” statement into 3 parts.
“I help… (Part 1) established millennial female entrepreneurs (Part 2) transform their brands.. by defining their WHY, bringing their visions to life with a beautiful and strategic Brand Identity and Website, (Part 3) to attract their dream clients, grow their small business and ultimately life the life they deserve.”
• PART 1: WHO (YOUR DREAM CLIENT)
This is your Dream Client. This is not “women 25 to 50,” this is ONE SPECIFIC WOMAN and you probably already know exactly who she is. You know what she does for a living, her age, her relationship status, her annual income, her interests, and how she spends her money and her weekends. If you DON’T know who this person is, you need to figure that out asap. I cannot emphasize how important it is to niche down and get specific in order to effectively attract this person to your business, with the long term goal of forming a connection, and ultimately selling her your products or services.
My Dream Client is 34 years old, lives in LA, is married with one young kid, she’s self-employed and loves it (no plans to stop working). She prioritizes her health, non-smoker, she drinks socially on occasion, works out 5 days a week, she is obsessed with skincare.
It doesn’t matter if you make this person up or use a real person you know—a past client who you adore is a great option! Either way, figure out exactly who this person is and keep her front of mind. All of your messaging, from your About Page to your newsletters to your Instagram posts should be speaking directly to this Dream Client.
If you’re worried that this strategy will deter some quality leads, don’t be. As long as your brand is cohesive, your offerings are clear, and your messaging is strong, you will still attract people that don’t fit exactly into the mold of your Dream Client. Your audience will read between the lines to see what you’re all about, and identify the value you provide.. even if they don’t check every single box of your target demographic.
AND.. here’s the best part, when your Dream Client finds you, they will see that you are speaking directly to them.. and they will be sure that you are the perfect & only option for them. By niching down you have eliminated your competition. They now only want to work with you. Your pricing becomes a non-factor, because no one else will get them the way you do. Keep in mind there are hundreds if not thousands or even millions of them out there, even if your niche is as specific as mine, which is Established Female Millennial Entrepreneurs.
When your Dream Client finds you, they will see that you are speaking directly to them.. and they will be sure that you are the perfect & only option!
• Part 2: HOW YOU SERVE
This is simply your offerings, i.e. your products or services. Make sure this is crystal clear with no room for confusion.
• Part 3: WHAT PROBLEM YOU WILL HELP THEM SOLVE
This part is super important because it gets the reader thinking about the bigger picture of why they should buy what you’re selling. My Brand & Website Packages are attractive.. but you know what’s more enticing to an entrepreneur? My promise of helping them grow their business, increasing profits and making enough $ to live a life they LOVE! Make sure you don’t just talk about your offerings—go a step further and tell your dream client what problem you are going to help them solve.
2. Talk about what makes YOU fun, likable and relatable
So far we’ve focused on your Dream Client, now take some time to talk about YOU!
Please, for the love of god.. fight the temptation to list your work experience or education. BORING! Instead, talk about what makes you FUN and unique. Imagine you are on a date, not a job interview.
Do you have 3 corgis? Perfect! Do you spend every Wednesday night at karaoke singing Destiny’s Child throwbacks? Love it!
Make sure to mention at least a few hobbies or interests that are not related to what you do for work. The more SPECIFIC the better! This information will make readers see you as a fellow human being and someone they can relate to. People are so much more likely to buy something from someone who they feel like they already know.
Stuck on this part? Here are some ideas for you!
• What do you do for fun after work or on the weekend?
• Your favorite food or cocktail - the more specific the better! Mine is a Crazy Shrimp Roll ..or a New York slice 🍕
• Your kids or pets
• Instruments you play
• Things you collect
• What city you live in
• Your favorite travel destination
• A funny nickname
3. Your Unique Perspective
This is an opportunity for you to connect in a meaningful way with your audience, by touching on your life experiences or qualities that make you YOU. This doesn’t have to be all rainbows & butterflies—it’s ok to mention obstacles you overcame, challenges you grew from, or pivotal moments that shaped the person you are today.
• Were you the first person in your family to start a business?
• Did you remain self-employed through the ups and downs of a 2 year global pandemic?
• Did you move across the country to a new city at 30 years old, where you knew nobody?
(You get extra credit if you knew that all 3 of those were me!)
People love stories and your About Page can be a great place to share something personal and touching. Just don’t get too deep and leave your readers needing a tissue. The point here is to make connections, not evoke pity with a sob story (unless that’s what you’re going for!?)
This could be the place to include a humble brag.. mention any awards you’ve received or other special achievements. Did you Ariana Grande’s makeup for the grammy’s? Mention it here!
People love stories and your About Page can be a great place to share something personal and touching
4. Don’t forget a Call-to-Action
By the end of your About Page, you’ve won the heart of your reader, she’s excited to have found you and ready to buy what you’re selling. Make it easy for her!
Your website should always have one primary goal in terms of a Call to Action. What do you want people to do?
Mine is “Book a Free Consultation” because that will allow me to get in touch with the lead directly and hopefully book them as a client. A secondary goal is to collect email addresses for my mailing list, but that always comes after my #1 goal of getting people to book a consultation through my Contact Page.
Whatever your primary goal is, make sure to include this at the bottom of your About Page, right after the end of the text so your reader cannot miss it.
Well there you have it! I hope you found this blog post helpful, and have gained the confidence to write the perfect About Page for your website. Do you need guidance with your small business? Click the button below to book a free consultation! Did you enjoy this post? You’ll love my emails. Click here to subscribe!
x, gretchen
Psst.. are you sick and tired of figuring out what to cook or order for dinner every night?
I was so over it. I tried Blue Apron and Hello Fresh, and I loved the convenience of the meal kits... but they were so expensive, I just couldn’t justify it. Then I found Dinnerly.
Click here to get a free box from Dinnerly - on me!
Dinnerly has allowed me to take the guess-work out of dinner completely, and quit grocery shopping — which felt like a huge waste of my precious time. But what really sold me on this particular brand is the price. I still can’t believe that Dinnerly meals are only $4.99 per person per meal, and they are literally the exact same thing as Blue Apron and Hello Fresh. (I’m talking the same exact chicken with the same packaging from the same vendor.)
I’ve been using the Dinnerly kits to make dinner for myself and Ham 3 nights a week for the last year, since we started living together. So I can vouch for them that the quality is consistent. In addition to being super affordable, they have so much variety and the meals are incredibly tasty. They have options for vegetarians, pescatarians, as well as low-calorie and low-carb. The meals are pretty healthy and balanced too — you know we eat clean and are a very health conscious couple. Plus you can make them a bit healthier depending on what type of oil you cook with, how much butter or ghee you use, and how much salt you use.
You know I don’t recommend any brands or products that I don’t absolutely love, and I recommend Dinnerly to all my friends.
Related Posts
I’m a Brand Designer and Strategist living in NYC. 9 years ago I quit my job to start this business, and now I’m here to help you do it too! I specialize in helping established female millennial entrepreneurs transform their brands.. to attract Dream Clients and grow their businesses, so that they can make more money, be their own bosses and live the life they deserve!