7 Things You Must Include in Your Website About Page
By the time I was 10 years old, I’d lived in three different countries. We moved a lot. The culture shocks became tolerable by the third move. What wasn’t tolerable were the self-introductions I had to make at various schools.
Sometimes I had to stand in front of the class and introduce mself. The horror!
Writing your website About page can feel terrifying, too. But it doesn’t have to feel that way. Use a framework, like the one I’m about to share, that’s simple and reliable so you know what to write.
The framework matters because it helps you write the key information to help readers decide whether they want to read more on your site or click away and leave. Not everyone is your ideal reader. Your job is to engage the ones who are, keep them reading, and disengage the ones who are not. It’s more than okay for them to leave. They’re not the people you’re trying to reach.
The goal of almost every line on your website is to get your ideal reader to stick with you and keep reading.
That’s it. Keep that in mind when writing every. single. line.
What’s your goal? To keep the person reading.
What does that have to do with your About page?
When someone clicks on your About page, they’re wondering:
Who is this person/company?
Is it worth my while to spend more time on this website?
To answer those questions, your About page must cover the following:
1. Who do you serve?
With every page you write (and social media update you publish), you must be clear about who you’re talking to. Who your audience is. Think of your ideal reader. This is someone who’ll connect with your message, resonate with your mission, and be interested in hearing (reading) more.
Imagine this as one person. Not 1,000 or 10,000 fans and followers, just one.
This is who you’re writing to.
Who are they? Specifically. And why do they need/want what you’re serving up on your website?
If you’re not clear on this, you won’t be able to write and connect with them. The clearer you are, the faster they’ll know they’re home when they read your About page.
Your About page needs to state who this ideal reader is and what they’re looking for.
If you’re struggling with this, fill in the blank:
I help/serve ____________________ (remember, be specific. You don’t help ‘people’. You help a specific group of people with a specific problem/need/desire).
You cannot serve everyone. If you set out to serve everyone, you’ll end up serving no one.
When you’re clear on the specific group of people you serve (for example, overwhelmed, working moms on a budget who need simple self-care ideas and products):
*You can speak directly to them (your website copy and marketing materials are not generic, they’re laser-specific and targeted to that ideal customer).
*You can find them (when you serve a specific person, you know where to find them, for example, forums, events, social media groups).
2. What does your business do to help the people identified in question one?
Do you sell products/services to uplift, inspire, transform, make everyday life easier, nourish, protect, etc.?
Your page needs to clearly state what you do. You either help people move toward something (i.e. healthier lifestyle) or away from something (i.e. quit their job in a year). Think pleasure vs pain. You’re either helping people move away from pain or toward pleasure. You need to demonstrate this on your About page.
3. Why you?
This is where you highlight the reasons someone picks you/your company above anyone else. What makes you credible? Trustworthy?
Show validation for what you do. For example, degrees earned, research team, years in business, body of work, life experience, etc.
Demonstrate enthusiasm. You can replace that with passion if you prefer. Your About page
needs to reflect that you — and your team —are enthusiastic about what you do.
Don’t just say: ’I’m passionate about xyz’. Give a specific illustration of your passion. Maybe a story that shows it.
Highlight your mission. You may have an entire separate page on your website for your mission, but the gist of it should be included in your About page.
4. How do you do what you do?
For example, are you a product creator? How are your products made?
Maybe your brand is eco-friendly, for example. If so, explain how your ingredients/components are sourced, how material is discarded, your recycling policy, etc.
If you offer services, such as consulting or coaching, what’s your methodology? How do you do what you do? And what makes how you do it effective?
5. Why does it matter?
Why does what you do matter? Why is it relevant – especially to your ideal client? Spell it out clearly.
There’s no room for doubt here.
6. Call to Action (CTA) This is typically at the end of your About page but can also be sprinkled throughout the page in a few strategic locations.
Sign up for the newsletter
Read blog posts
Enter a giveaway
Visit the store/shop
7. At least one image
This can be you or your team or your store/physical location. We are visual creatures, and images work to create connection with your audience.
Choose an image that matches your brand. If your messaging is light-hearted and funny, choose an image that matches vs if your messaging is corporate and formal.
Writing your About page doesn’t have to feel overwhelming once you have a basic framework for what’s most important.
Your About page is like a big shiny storefront window that spells out who you serve, how you serve them, who you are, and why your work matters.
Make it shine!