Writing an About page that works

Turn your About page from one that’s taking up space on your site into one that helps you sell your services, that is, if you use these formula.

Your About page needs to provide two primary pieces of information for your visitors: why they should read the page, and why they should do business with you.

If you can answer those questions for them, you’ve got a better chance of turning a prospect into a client.

And if you use the formula below, you can turn your About page from one that’s taking up space on your site into one that helps you sell your services.

Step 1: Start with a value-oriented headline

First, you need a headline that promises benefits your prospect will get by working with you. What are they going to get out of a business relationship with you?

For example, my own About page once read as follows: “Get more clients, finish projects faster and make more money.”

That was designed to communicate a simple idea to agencies: connect me with your clients, and we’ll work together on content—so they’ll be happier, and your project will run more smoothly.

I enabled my web pro clients to offer another service to potential buyers. I helped them finish projects faster by working on content at the same time they designed a site. And I helped them make more money by marking up my fees to make more profit.

And I promised all of that in my About page headline. Can you see how it’s a lot more effective than “About Aaron Wrixon?”

Your own headline should promise a benefit that your client would realize by working with you.

Step 2: Add a benefits-oriented copy

After a headline that promises benefits, it’s natural that you explore those benefits.

Go ahead and get into the basics of what services you offer, but talk about them from your potential client’s perspective.

Don’t tell them that you build responsive websites, or that you’re an estate planner, or use the Graston technique.

Instead, tell them things like this:

  • We build websites that look good on any browser—so you’ll be able to make more mobile sales.
  • We help make sure your assets are protected after you die.
  • We use some simple chiropractic tools to help people get pain-free faster—and stay pain-free for life.

If you’re stuck on how to zero in on benefits, try the “which means” trick.

Take any feature of your service offering and then say to yourself, “Which means what?”

Here’s an example.

“At RandomWeb, we build responsive websites… WHICH MEANS… that your customers will be able to come to your site and spend money while they’re on their phone or their iPad… WHICH MEANS… the 40% of your potential customers that browse the web on a mobile device will have a good experience and think better about your business.”

Simple, right? “Which means” is the secret to benefits-oriented copy.

Step 3: Show social proof

Using the “which means” technique will vastly improve the effectiveness of your web page.

But for an even greater punch, add some social proof—testimonials from other clients that help take the fear and risk out of buying.

Let’s jump back to my own business for a second. I’m lucky enough to have testimonials from people all over the world that say, “He does good work.”

I include them on my About page to say, “Hey, a business owner who’s thinking about working with me… These quotes are from people like you. They liked working with me, so you’d probably enjoy it too.”

You can do the same thing.

That means if you’re not already collecting testimonials, you need to start now. I don’t care whether that’s on LinkedIn and you’re asking for recommendations, or whether you’re physically calling up customers and saying, “Can you say a couple of kind words about me?” However you get them, you need to put them on your About page.

They’ll go a long way toward getting somebody to decide to work with you.

Step 4: Sprinkle in your company details

Now let’s not forget this is your “About” page. So we can’t avoid details about you.

However, you’re going to see the best results if you focus on writing about yourself in a way that helps readers feel like you understand them.

Does that make sense? You want to say things like, “We’ve been helping small businesses earn more money on the web for more than a decade,” rather than, “We’ve been building websites on this platform and this platform for ten years.”

At its core, you’re trying to say things in language that resonates with your website visitors. Move beyond bragging about yourself and instead identify the way your services can help them.

Let’s look at some work I did for myself as an example:

“When you choose me for your content needs, I’ll help you reduce project-related stress, increase customer satisfaction, improve your quality of life, and help you feel like your work refreshes you instead of drains you.”

Those are the main benefits of working with me. Maybe they resonate with you. Maybe they don’t. But can you see how if those benefits do appeal to you—they appeal to you a lot?

That’s in large part because I’m not saying, “When you work with me, I’ll write your e-mails, and I’ll do your website content and blah, blah, blah, boring, boring, boring.”

Instead, the copy focuses on my ideal readers and their problems, so those readers think, “Hey, this guy seems to understand what I’m going through… and it sounds like his services could help.”

Step 5: Close with a call to action

Finally, don’t forget a call to action. Give your visitors something to do, like register to download an e-book or sign up for an e-mail series.

A chiropractor might write, “To learn seven simple ways to live a more pain-free life, fill out this form.”

A financial advisor could say, “Sign up for this free 10-part e-mail series and learn how to take control of your investments in 30 days.”

Whatever you’re offering, it’s essential to do this for two reasons.

First, by providing your visitor the chance to trade his or her e-mail address for some piece of useful information, you’re capturing that e-mail address. And now you have a way to begin a conversation.

And second, by giving away helpful knowledge for free, you’re building value in a non-threatening way—and you’re positioning yourself as an expert.

You’re not saying, “Pleased to meet you—why don’t you sign up for a year of chiropractic treatment?” You’re saying, “Hi, it’s good to know you. I care about your pain so much that I’m willing to help you reduce it for free—and with no obligation. Help yourself to this report that’s full of the best of my knowledge on the subject.”

It’s easy to do for your own business—it just requires some thinking about what your customer wants—and then a little bit of effort to give it to them.

Remember: About Us shouldn’t be about “Us”

Above all, this is the one thing I want you to take away from this section.

You’re not writing an About Us or an About Me page here. To create an About page that works, it needs to be almost an About You, My Prospective Customer page.

I’ll give you a break on the name, though. “About” is fine. 🙂

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