Who are you and what do you stand for?
Your website About page
One of the most important pages on your website is your About page. While it can be difficult to craft a compelling personal bio or story, it’s important to invest some time and energy into how you present both yourself and your brand to your customers.
Whole industries exist to help us develop better stories and to market to customers using content. Think about the work brand strategists, creative directors and copywriters do: articulating and conveying in words (or visuals) how a service or product can enhance our lives or solve problems.
Your personal story
You want your personal story to be as authentic as possible. With that in mind, have a look at the points below and write up your answers. This will form the basis of your new and improved ‘About’ website page.
You should be able to take the answers from these questions, re-work them, and come up with an exciting piece of content that is less about you and more about your story.
There are some great About page examples below as well.
How to Write an About Page
Examples of questions to consider for your about page (but try not to write your about page as a QnA)
Q) Write down your qualifications and why you chose to study them, any awards or other achievements
Including your qualifications, experience and knowledge helps to convey authority and trust.
Q) Why did you decide to start your business?
Write a brief background on why you started your business. Were you trying to solve a problem? Did you see an opportunity in the marketplace to offer a new service/product or to provide a better solution? Did you turn your passion into a business idea?
Q) What challenges did you overcome in setting up your business?
Sharing personal challenges and the obstacles you have overcome is a great way to connect on a more personal level with your customers.
Q) What inspires you?
Share your values and what inspires you. If you get inspiration from ‘X’ perhaps your customers also get inspiration from ‘X’.
Q) How do you see your business/product/service helping the world?
Identify a common problem in the marketplace and through your product/service, offer a solution.
Q) Why would someone choose to engage with your business?
Tell people how you can help them. If you know your target market, you should have an idea about their demographic and psychographic factors as well as their purchasing decisions. If you know your customers, you’ll know why they need your business.
Q) When someone thinks of your business, what would you like them to think?
Describe this in words, images, and ideas.
Q) What vision do you have for your business?
Write your vision statement.
Q) How is your business different to any other?
This is your unique value proposition (UVP). Your UVP describes the benefit of your product/service, how you meet your customer’s needs and what sets you apart from your competition.
Q) What are the first 5 words that come to mind when you say your ‘business name’ out aloud?
Write these up. Ask a friend or colleague the same question and record their answers. If the words don’t accurately represent your business you may need a re-think.
Q) Write down three interesting points about your heritage/personality/lifestyle.
Be sure to reference these in your about page if you think your customers would like to know.
Who are your customers?
It’s also important to consider who you ideal customers are and why they might be interested in your brand. When you write up your About page be sure to keep your customers in mind.
Make it personal
Make sure that when you write up your about page it’s not all about you. Think about how you want your reader to feel when they read this page for the first time.
My personal preference is to write in first or second person as I feel this is more direct. I want to have a conversation with you and to make you feel as though I’m talking directly to you.
About page examples
Examples of amazing about pages across different industries.
Website link: www.getbackfast.com/us/
This chiropractor’s about page starts with a personal back-story detailing the health challenges he overcame as a youngster. This allows the reader to relate to the chiropractor through shared health challenges. The page also features a paragraph on passion and a personal note.
Website link: www.bulldogskincare.com/about-us#
This brand’s marketing is less about the ‘sale’ and more about having fun and not taking yourself too seriously. There are numerous examples out there of skin-care brands providing generic and boring company information and even more examples that are pretentious and stuffy.
Bulldog skincare is memorable, unique and well tailored to their target market.
Website link: www.devonstank.com/about/
This about page from website developer Devon Stank is an authentic and honest approach that showcases both his personality and his service offering.
Now, you may know that ‘word of mouth’ referrals are some of the best ways to get more work. A personal referral already comes with inbuilt trust. If I referred you to Devon and you checked out his about page, you get a lot of information about who you may be working with and if he is going to be the right fit for you.
Website link: gopro.com/about-us
This is a great about page. It is more about you, the customer, and how you can share your life through photos and videos.
I think the letter from the CEO adds a nice personal touch, conveying the brand’s passion and purpose. The video makes the page interactive in a way that’s more effective than just words.
Be sure to make your about page a key part of your marketing strategy. I’ve given you the template I use to create amazing about pages for my clients.
Copy and paste the questions into a word document. Go and grab a coffee and record your answers.
Maximise this opportunity to engage with your website readers and turn them into customers.
Marshall Thurlow is Director and Founder of Orion Marketing. He holds qualifications in marketing, public relations and environmental management. His expertise extends across high level campaign management, digital marketing and business growth strategy. Key services areas include website design, SEO and content marketing.