If there’s one page that often overwhelms business owners who are trying to write their own copy, it’s the About page. Many don’t know where to start, while others provide so much information that it becomes overwhelming and so tedious to read. Website about pages often lack personality, feeling generic and failing to distinguish the brand.
Your About page is essential; it’s your opportunity to connect with visitors, build trust and share your unique and magical story. But writing it doesn’t have to be daunting. Here’s a straightforward tactic to help you create a more captivating About page that people actually read.
Step 1: Outline before you write
Instead of diving into a blank document, which is intimidating, take a moment to plan. Break the page into short sections, each focusing on a different aspect of your business and story. This will help you communicate effectively and keep your writing simple and focused.
Example sections for your about page:
Section 1: Your why / mission
Every business has a compelling reason for its existence. Reflect on what inspired you to start:
- Did you see a gap in the market?
- Are you driven by passion or purpose?
- Does your product solve a problem or fulfill an aspiration?
Communicate this reason clearly to draw readers into your story. Avoid generic language—be specific and authentic.
Section 2: Your values
Use visuals or icons to convey the core values that define your business. Aim for 3 to 6 values to keep it digestible. Each value should be accompanied by a brief explanation.
Section 3: Your journey, your team, and your workspace
Share the story of how you got to where you are today. If you’re a startup and lack a lengthy backstory, focus on introducing your team and showcasing your workspace—where the magic happens!
Enhance this section with images or videos that highlight your team, studio, shop, or creation process.
Optional Section: Customer Testimonials
Break up the content with a selection of customer reviews or a heartfelt quote from the founder. This adds credibility and showcases your impact.
Step 2: End with a call to action
Conclude your About page with a strong call to action. Encourage visitors to explore another part of your website—whether that’s a showcase of your favorite products or an invitation to read your blog or subscribe to your newsletter.
Copywriting Tips
- Keep it concise: Aim for clarity and engagement.
- Know your audience: Visualise your target customer and write directly to them.
- Draft then refine: Write freely at first, then edit for brevity and clarity.
- Short sentences, simple language: Avoid jargon and complicated terms.
- Incorporate details: They make your story relatable and engaging.
Once you’ve completed your copy, run it through the Hemingway Editor to enhance readability: Hemingway Editor.
With these steps, you’ll shape your About page into a compelling narrative that people actually read and engage with.
