How To Write Your Website About Page (with outline)

Why is the About page important?

Your About page tells your potential customers who you are, where you run your business, what you believe in and why you started your company. It's an important piece in building that trusted buyer-relationship that's crucial for your sales. People are more willing to support a company they feel connected with!

Your About page is also a great place to use strategic SEO keywords to help your website get found on search engines.

Mistakes to Avoid

1) WRITING ONLY ABOUT YOURSELF

Contrary to popular opinion, the About page of your website isn't all about you, it's actually about the person who's reading it! Your About page should gain the reader's trust by building an emotional connection, offering a solution to a problem, and how you can help your potential customers.

2) NO PERSONALITY

If we're being honest, no one wants to read a boring 'About Us' story. It's important to show off some personality through your brand message to help stand out from your competitors, and to keep the reader interested and wanting to learn more about your products or services.

3) RAMBLING

Avoid going on and on.. and on.. and on. Keep your message brief and to the point. 2-3 short paragraphs is typically the sweet spot!

The Outline of a Great About Page

Okay, so now that we understand why your About page is important and how to avoid writing a bad one, the question becomes... How do you write one that connects with your potential buyers?

Use the basic outline below to help you stay on topic:

(In a summarized sentence) Introduce your company name and explain what your business does, where you operate and how long you’ve been in business.
What are your business core values?
Talk about the work you love doing. People love passionate business owners!
How can your product or service help your customer, and what makes you different from the competition?
Share a couple personal details about your life that your visitors can connect with
End by inspiring your audience to take action (offer a free consultation, have them view your services, shop your online store, visit your resources page, etc.)

Summary

In sum, remember to put yourself in the readers' shoes. When you read an About page on a website you're visiting, you want to not only feel connected to the brand, but you want to learn how their product or service can benefit you better than the competitor's.