9 Tips for crafting a strong ‘About’ Page

Did you know that the ‘About’ page on your website is one of the most visited pages? It might come as a surprise, but many website visitors head there to find out who they’re engaging with. Potential customers like to understand who they’re dealing with before they reach out or decide to buy something from you.

Unfortunately, I’ve noticed that many entrepreneurs overlook the importance of their About page, often making the common mistake of making the page all about themselves. They include every detail of their life story, where they went to high school, and how they’ve been divorced twice and remarried. But let’s be real: no one really cares about that.

 

Your About-page isn’t about you

Here’s a truth bomb: your ‘About’ page isn’t really about you; it’s all about your audience. When I browse to your ‘About’ page, I want to know why you started your business, what you offer, and what solution you have for my problem. That’s what an effective ‘About’ page is all about.

You need your audience to feel that you truly understand their challenges and have the perfect solution for them. Let me break it down with some examples:

But hey, that doesn’t mean you can’t toss in a few personal stories or fun facts! These little insights can really help build trust and forge a stronger connection.

Curious about how to improve your ‘About’ page? Keep on reading to discover 9 practical tips! 👇🏻

 

1. Kick off with a strong opener

Just like every other page on your site, your ‘About’ page needs to start with something that grabs attention – a catchy opening line.
Here are some fun ideas to get you started:

• From [educational background] to a passionate [current role] – this is my story.
• What sets a [current role] apart from the crowd? Let me tell you.
• Why I switched from [previous role] to chase a dream as [current role].
• My approach as [current role] is one-of-a-kind, and here’s why.

Sunny Social Collective using a strong opener on her About page

 

2. Tell a bit about yourself & your business

Start by sharing who you are – what are some unique things about you, and what do you care about most in life? Make sure to include some photos! But skip the selfies and go for professional shots, please.

Next, shift the spotlight to your business: why did you start your business, and what was the journey like? What drives you, and how’s everything going now (like “Today, I photograph over 50 weddings each year”)?

Jacklyn Lorraine talking about how she started her photography business

 

3. Address their challenges & your solution

Now, here’s what potential customers are really curious about: what are their pain points, and how do you plan to solve them?

Sure, there are tons of photographers, interior designers, coaches, and more out there. So, make sure to stand out: what sets you apart from the rest? Do you have a unique method, a special approach, or a distinct life philosophy? Highlighting this can forge a true connection with your target audience.

 

4. Write in the first person (I / me / my)

A common slip-up many business owners make (and yep, I’ve done it too) is using “we” when it’s really just themselves running the show. I get it – saying “we” might make you sound bigger and more professional. But if you are a solo business person, using “we” can actually create distance from your potential customers, leading to less trust.

When you talk about yourself using “I”, it helps potential customers connect with you as an individual. People want to know who they’re dealing with, and using “I” shows there’s a real person behind your website. It makes for a much more personal experience and bridges the gap between you and your audience.

Oh, and definitely avoid writing in the third person! That’s super formal and, let’s be honest, it’s freaking weird.

 

5. Show your face!

Alright, I know I’ve mentioned this before, but it really deserves some extra attention: put yourself out there with some nice professional pics! Seriously, this is super important. Even if you’re a bit camera-shy, it’s time to get used to it (been there, done that too).

Your audience needs to see your face to feel a sense of trust. This is especially important if your work involves a lot of client interaction – think photographers, coaches, and so on. In jobs like these, clients want to feel at ease, and without seeing a face, that’s pretty hard – right?

Abby from AJ Film & Photo, showing her face on her ‘About’ page

 

6. Be interactive

Make your website interactive to play even more into a personal experience! Here’s how you could do it:

• Talk directly to your reader using ‘you’ (skip the ‘you all’ stuff)
• Throw in some (rhetorical) questions, like “Want to capture your special moments forever?”
• Address your potential customers’ pain points & your solution
• Use a fun quiz on your ‘About’ page

 

7. Build trust with ‘social proof’

Social proof (reviews, testimonials, client stories) is perhaps the most powerful way to build trust with potential customers. Make sure you’ve got these sprinkled throughout your ‘About’ page!

When potential customers see others singing your praises, it fosters trust, giving them the confidence to reach out or engage with you.

 

8. Add a personal touch to your ‘About’ page

Your ‘About’ page can be more than just business talk. Don’t forget to add a personal touch to truly connect!
Consider sharing:

• Fun facts (like your guilty pleasure or a quirky talent)
• Your favorite activities and hobbies
• This or that (like summer vs. winter)
• Candid snapshots (behind the scenes at work, with your pet, family, …)
• A quote you love
• …

This or that section on Kaycee Cherry’s website

 

9. Don’t be afraid to be vulnerable

Finally: remember, we’re all human, and letting that shine through is perfectly okay! Don’t shy away from showing vulnerability – open up about the challenges you’ve faced. This makes you human you and builds empathy with your website visitors. Plus, you’ll often find that many people relate to what you’ve been through, enhancing your connection with your audience.

 

Don’t want to start your ‘About’ page from scratch?
Explore my Showit templates!

If the thought of creating your ‘About’ page from scratch feels overwhelming, don’t worry. Take a look at my Showit website templates! They’re fully customizable and designed strategically to help you attract more clients in no time!

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