When it comes to creating your brand new website, or giving your old one a refresh, it’s easy to spend farrrrr too much time procrastinating from writing your about page. Every time you open that Google Doc, you end up spending all of your dedicated writing time worrying how to write the perfect about page and waste it all looking at a blank page.

Don’t worry - we get it! Writing about yourself can be difficult.

By following our easy step-by-step formula to write a killer about page copy for your business, or blog, you’ll connect with your dream clients and help them get to know all about YOU!

Why you need an About Page

Before we dive into the nitty-gritty of writing your about page, let’s first deal with some of the awkward questions that have no doubt been swirling around in your head, like ‘what is an about page for?’ and ‘do you really need an about page?’.

The truth is your about page is a super important piece of the puzzle when it comes to connecting with your dream clients and sharing your story.

For new website visitors, your about page is likely to become one of your most popular pages - giving your blog readers and potential customers a glimpse into who the person/s behind the brand really are.

"The About page is the soul of your site. The essence. The warm, welcoming hug that reels your reader in and connects them to your story, and by virtue, to you. It’s where you can reveal your personality and the heart of why you do what you do." - Rachel MacDonald

Your about page shares your big-why.

→ Why you started your business.

→ Why you keep doing what you're doing on the days it's hard. And most importantly...

→ Why your dream clients should follow you!

“Never assume people understand how your brand can change their lives. Tell them.” - Donald Miller

Creating a power statement

Whilst many people refer to an about page as an ‘about me’ or an ‘about us’ page, the truth is that your reader is looking at this page with just one question on their mind ‘what’s in it for me?’.

In order to convey this quickly and succinctly, we suggest creating a one-line power statement that helps your reader understand that you:

→ know all about the problem they’re currently experiencing

→ have the tools and experience to help them solve this problem

→ want to show them how they can succeed!

Here’s an example of how you can create intrigue in what you have to offer your reader on your about page (along with a brief introduction of yourself, of course!).

Hey there! I’m Melissa.
Most people don’t know how to really take care of their skin
They’ve been using off-the-shelf supermarket skincare products for decades, with little-to-no results and keep on wasting their money on the wrong products for their individual skin types. But they’re scared to make the jump to a different product, in-case they make things even worse. As a certified skin consultant, I analyse your skin and help you understand it’s individual needs, helping you feel your best-self. Free from worrying about those fine lines, pigment spots and old scars (from that time you popped the pimple, even though you knew you shouldn’t!). So you can show up confident in every situation.

Let them know they’re in the right place

The main job your About page has to do is let your website reader know that they’ve found what they’ve been searching for… YOU!

The best way to do this is to tell them straight up. For example, you could create a statement that tells them the type of people who visit your blog and work with you.

Here’s an example:

Kicking things off in 2015 I started this site to educate and inspire busy mums to confidently create easy, but healthy dishes their kids will love - with a zero-tantrums, money-back guarantee. So they can spend more time enjoying dinner-time and less time dodging a pumpkin piece to the face.

If you’re looking for family-friendly meals, real-life been there, done that stories and a little bit of potty humour along the way, then mumma you’ve found the right place! You’ll find plenty of that over on my blog.

Share your story and why you’re qualified to talk about these things!

Did you just one day wake up with all the skills and knowledge you have now, knowing exactly how to help the people that come to work with you? I didn’t think so.

People don’t just want to know about your qualifications (of course, those are important too if relevant to your industry), but they want to know the story of why you chose this path.

For many of us, we create a business out of a particular passion or experience and our audience wants to know exactly that!

Try sharing your professional expertise, but make it personal with your own style and flair!

Here’s an example:

I’m a three-time university dropout (Hey! What can I say, it took me a while to work out what I loved!).
But if we jumped back to 2018, you’d see my husband convincing me to help him organise his business’ receipts for tax-time over a couple of red-wines.

What I thought was going to be a painful experience, ended up becoming a not-so-secret love affair with all things organisation. Fast forward three years and I’ve helped over 100 solopreneurs organise their systems and processes, so they can focus on the parts of the business they love (and I can geek out over automating the tasks they don’t want to do!). 🤓

What others are saying about you

So far you’ve spent all this time explaining how great you are #humblebrag, but why should your website visitor just take your word for it. Your about page is a perfect place to share some of your favourite success stories from past clients or customers. Don’t have any testimonials yet? Check out our tips on how to collect impactful social proof for your biz.

What’s the next step?

You might’ve shared all about your story, how you help your clients and who you’re in business to serve, but your About Page doesn’t have to end there! Letting your website visitor know how you can help them by sharing links to your most popular services or adding a newsletter sign up form to share a free resource you’ve created especially with them in mind is a great way to help them continue their journey with you.

As you’ve probably learned, your about page isn’t actually ALL about you. With many of us struggling to write our about page, because talking about ourselves for a few hundred words can be #awkward! So when you focus on the benefits your work has for your potential clients, it makes the process a whole lot easier.

Want more prompts to help write your epic about page? Grab our Creating Copy that Converts Playbook, full of prompts, copy templates and great examples to help you write your entire website copy in less than a week.