How to Write an About Page that Doesn’t Suck

how to write an about page


Picture this scenario: you’ve recently set up your business website and have been happily clicking away at the keyboard, writing all about your products and services when it happens. You realize that there’s just one page left to write before it’s time to launch: your “About Us” page. One of the most important yet, dreaded pages for a business owner to write.

Sure, it’s easy to talk about your business at a networking event, but when it comes to actually writing about it, the task can seem daunting. Do you write in third person? Use “we” instead of “I”, even though you’re still a one-person show? After all, you started your business to solve a problem and that’s pretty important, so how do you get that message across without turning people off?

A Great “About Us” Page Does Three Things

I’m going to let you in on a little copywriting secret: your “About Us” page really isn’t about you. It’s about your customers and they want to know three things:

  • Why your business exists (hint: the answer is not personal riches)
  • How your products/services can help them
  • Why they should trust your organization

So, now that you have a better idea of what kind of information to serve your visitors, let’s get into the specifics.

Give Them a Compelling Reason Why

Think for a moment about some of your favorite brands, the ones that you’re really loyal to despite the fact that they might be more expensive or don’t even have the absolute best product on the market. Chances are you like them because of what they stand for, because of their “why”.

If you’re not sure what your “why” is, or how to convey it to others – check out this TED talk from Simon Sinek. He explains how you can find your “why” in just a few simple steps.


Give Them the Solution to Their Problem

When a visitor lands on your website, it’s because they have a problem that they’re trying to solve. That problem could be anything from finding an apartment to insuring their car without blowing their entire paycheck. Whatever the problem may be, it’s up to you to convey how your product or service is the solution for them.

Maybe you specialize in helping singles with dogs find cheap pet-friendly apartments in sought-after neighborhoods in major cities. Or, maybe your business model revolves around helping people with questionable driving records get insured without ripping their wallet to shreds. No matter what you do, an “About Us” page is a good place for all of the details.

Don’t just tell visitors what your solution is. Tell them what to expect when they use your service, or purchase your product. Let them know who your products and services are a good fit for, and for who they aren’t. Your brand doesn’t need to solve a problem for everyone. In fact, it’s better if it doesn’t. You don’t just want customers, you want qualified customers.

Give Them a Reason to Trust You

Just about anyone can make a website and hang up their shingle these days. With many well-known retailers offering everything under the sun online, if consumers don’t know you, like you and trust you – buying from the big guys is a safer bet.

Giving people a reason to trust you online can be a tough thing to do. You can’t read body-language, hear the inflection of someone’s voice, or even shake on it. But, there are a few things you can do on your “About Us” page (and website) that can help:

  • Include testimonials with real people, names and companies.
  • Include real photos of key team members with a short bio.
  • Include badges from your local chamber of commerce or well-known associations that you are a member of such as the BBB or other trusted sources.
  • Include your contact information with a physical address and phone number.
  • Bonus: start a blog – as people follow along, they’ll learn more about your company and the people behind it, which will help build trust in the long-run.

So, now you know how to give your prospects a reason why, show them the solution to their problem and gain their trust. You’re ready to create the best “About Us” page in history (we mean it).

Still stumped on writing your “About Us” page? Or, maybe your website just needs the tender touch of a professional copywriter? We can help. Contact us for marketing and SEO packages that will give your business a boost or give us a call at 855-599-9998.

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