How to write a compelling about page

Your about page is one of the most prime pieces of real estate on your website.

Why? Because your ideal customers and clients are going to head to your about page to find out more about how you can help them, and this will inform their decision on whether to purchase your services or products.

But my bet is that your about page is looking a little shabby.

How do I know this?

Over the last five years, I’ve gotten to know a bunch of really amazing creative business owners. And in that time, I’ve realised something.

While these women are incredible at what they do, they often have no idea how to explain what they do to others – let alone put it into fancy words on their websites. But without the right words, they’re going to struggle to bring in enough sales to pay the bills, let alone give their families the lives they desire.

But the thing is that this is such an easy fix. All it takes is a bit of strategy. 😉

And that’s what I’m here to share with you.

Let’s dive in to 7 simple tips to writing an about page that gets your ideal clients or customers to hit ‘buy now.’

1. Your about page is not about you

This biggest mistake people make when it comes to writing their about page is that they make it all about them.

You know when you meet someone in person and they just don’t stop talking about themselves – their achievements, their university degree, their money, their car, their holidays, but they never ask you about yourself…. *awkward.*

Believe it or not, so many people unintentionally do this when it comes to their copy – writing brand stories that simply toot their own horn.

But no-one likes it when anyone does this, am I right?

So, first thing’s first, you need to understand that your about page is not the place where you’re telling your ideal client how amazing you are (although I bet you’re pretty amazing) just for the sake of it.

So when it comes to writing your about page, I want you to remember to write it with your ideal client or customer in mind.

2. Introduce yourself

First thing’s first. Your ideal client or customer needs to know who you are and how you can serve them. So start your about page with a simple statement that explains exactly what you do, and include a few fun facts that make your personality shine.

3. Highlight your client or customer’s problem

This is the number one element that gets missed on an about page, but it’s probably the most important. By highlighting your client or customer’s problem, you create an emotional connection with them. This is the kind of copy that should get them saying “aha,” “oh yes,” “I can totally relate.”

I do this on my own about page by using the statement: “Struggling to make money in your business?”

When my ideal client reads that question, you can bet they’re saying “yup, that’s me!”

4. Agitate the problem

After highlighting the problem, you want to continue to appeal to your client’s emotions by agitating it a little bit. You can do this by writing more about the kinds of struggles they face. This simply makes your about page (and you!) more relatable to them, so they begin to see that you understand what they’re going through.

5. Provide a solution

That’s when you swoop on in with the solution to their problems. If you’re a service provider or course creator, then you are the solution. If you run a product-based business, then your product is the solution. By this point, your ideal client or customer should associate you as the right person to solve their problems.

6. Tell your story

This is where you continue to build a relationship with your ideal client or customer. Your story should tell how you overcame a struggle that your client or customer faces today, or how you came to be the expert you are today. If you run a product business, this could be the story of how the idea for your product came about. This is also the place where you can brag on yourself a little bit, so don’t hold back from name dropping any well-known clients or mentioning your qualifications.

7. Include a call to action

At this point, you’ve started to build a relationship with your ideal client or customer, and it’s time to take it to the next level. Provide a call to action with an eye-catching button. Here are a few phrases you can use:

• Grab my free resource
• Book your complimentary strategy call
• See how I can help you
• Get a free trial
• Follow me on Instagram
• Send me an email
• Save your spot in my free webinar

I hope these 7 tips have taken away the overwhelm that can come with writing your about page. By following these steps, you’ll be able to create an about page that builds the know, like and trust factor with your ideal client or customer and, ultimately, gets them to purchase from you!

I’d love to hear from you. Comment and tell me what you thought of this post. If you have an about page, share it below – I’d love to check it out!

Xo,
Elise

READY TO GET STARTED? Download the free guide: How to find your authentic brand voice >