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How to write an About Us page

Did you know that the About Us page is the second-most popular page on most websites? And yet so many small business owners really struggle to write copy for this page.

  • What do I say?

  • Do I write in the first or third person?

  • How can I speak about myself without bragging?

These are some of the questions that can stop you right in your tracks and result in you neglecting your About page.

But your About page is popular for a reason! People want to know the face behind the brand: they want to know your brand story.

We do business with people we know, like and trust. And your About page is the perfect place to build a connection with your ideal client.

In this blog post I'm going to show you how to make the most of your About page so that you're turning site visitors into loyal customers.


Why is the About Page so popular?

Humans are curious creatures, and we seek connection. Our forefathers survived through the ages by sticking together in groups and tribes... and we are still wired to want to connect with others on an emotional level... especially those who share the similar values and beliefs to ours.

Your About page needs to show your ideal client that they can trust you, that you really GET them, and that they are in the right place.

What do you do when you need help with something specific? You'd probably ask around for recommendations or do a Google search. Once you've found someone to work with, you'd check out their website to see what they're all about and suss out whether they're a good fit.

And chances are you'd click on the ABOUT page wanting to know:

  • Does this person/brand really know what they're doing?

  • Who is the name behind the brand? What kind of person are they?

  • Will I enjoy working with them?

  • How is this business different to any of the others I've tried?

  • Does this person GET ME and what I've been through?

In other words, can you trust them?


Your brand personality

Writing your About page copy is so much easier when you're crystal clear about who your ideal client is, and you write your copy directly to them.

It's also important to channel your brand personality and speak in a tone of voice that aligns with your brand.

If your brand were a person, what personality traits would they have? Think in terms of characteristics. For example:

Fun, friendly and relatable

Grounded, no-nonsense and humorous

Creative, free-spirited and whimsical

Remember, your vibe attracts your tribe! Pick 3 adjectives that describe your brand and keep these in mind when you're writing your About page content and choosing an About Page framework that fits your brand best.


Your About Page framework

The first thing you need to do is get clear about who your ideal client is. You need to know exactly who you're talking to before you can start writing your About page copy.

Then you need to think about why they're visiting your About page. What are they hoping to find out? Are they curious about you? Do they want to know if you're the 'right fit' person to work with? Do they need to see your credentials? Do they care about your Big Why?

Depending on your answers, you can choose one of the following formats:

  • Your Big Why

  • The story behind your brand

  • Struggle and solution

  • The 5 Ws

  • FAQs

  • 10 random facts

1. Your Big Why:

“People don’t care about what you do. They care why you do it.”

- Simon Sinek.

Does your ideal client care about why you do what you do? Are they motivated by similar values and beliefs? Let them know what motivated you to start your business, and share the passion and purpose behind your brand.

2. The story behind your brand

Stories have stood the test of time. We remember and connect through stories. Stories can be passed down for many generations. They evoke emotion, build trust and help us feel connected to one another.

It is easier to remember a story than bits of arbitrary information.

Your story is what makes you unique and sets you apart. Sharing your story can help you build trust, especially if you're a living example of the transformation that your clients want, and you're promising to show them the way.

If your background story is relevant to what you do right now, this can be a great way to connect with your ideal client.

3. Struggle & Solution:

Have you overcome a personal struggle and managed to transform your life? If this is related to the product or service you offer then you can share this with your ideal client to inspire them. Let them know change is possible, and that you can help to facilitate this transformation.

4. The 5 Ws:

This is a good way to be able to answer all the big questions people may have when landing on your website. Answer the 5 Ws:

  • Who

  • What

  • When

  • Where

  • Why

You can pose questions like Who we are, What we do, Where we do it, Why we do it etc. and add your answers underneath. Feel free to use more that 5 if appropriate, and you can even add additional questions or throw in a How.

If you want to take it a step further, write them from your ideal client's perspective and ask questions such as Who are you? What is this place? Why should I care? etc.

5. FAQs:

Similar to the 5 Ws, this format can be structured as Q&As or FAQs. Do you have a few key details that you want to share about yourself but need a creative way to talk about them? Write a list of questions in the tone of voice that suits your brand. These can even be asked from your client's perspective, such as: What's all this stuff about Life Coaching anyway? What makes you so cool? What's in it for me? You can get creative here, so have fun. Here are a few more questions to inspire you:

Who are you? What is this place? Why should I care? Is it true [fun fact here]? How come [thing you want to brag about here]? I'm in. What should I do next?

6. 10 Random Facts:

If you want to take the fun element even further, you can use the 10 Random Facts format to share some personal details about yourself. This format makes it easy for you to drop a few key points in without it sounding braggy.

What do people love finding out about you? You can use these in a clever way to alternate fun facts with social proof and credibility. This helps to build the Know Like and Trust factor, and makes you seem relatable. It's especially good if your ideal client is a bit like you!


Other elements to add to your About Page


It's good to get some professional branding photos done, because we want to see the face behind the brand. Your main photo should be close up of your face where you're smiling or looking friendly and making eye contact with the camera - as this helps to build trust.

For any other photos, you can have some photos of you working with clients, in your studio or doing your thing (whatever that might be). Pay attention to what you're wearing - make sure you feel happy and confident on your photo shoot and dress in something that feels like you.

Make sure to select a few different photos so you can test them out and choose which looks best: some landscape and some portrait orientation.


You might want to add a video. Video is the most connected medium and easiest way to connect other than face-to-face.

Social proof

You can add logos of organisations you're associated with to this page (it doesn't matter if they're also on your homepage). So if you're an accredited coach, have been featured in the media or worked with big brands etc you can add their logos to this section.

You can also add a couple of testimonials to this page to help build trust.

Call to action

What do you want your site visitors to do next, after reading your About page? It's important to have a Call To Action at the bottom of this page so they don't hit a dead-end. Tell them what you want them to do next!

For example, you might have a BOOK A CALL button, or prompt them to check out your services or download your lead magnet.


About page quick tips:

Once you've picked your About page framework, keep these tips in mind when you're writing your copy.

  • Mention who you are, what you do and who it's for

  • Include what makes you different and what the benefits of working with you are

  • Talk about how and why your story relates to your ideal client

  • Make sure you include an empathetic statement like, "We know how it feels to XYX" so that your ideal client feels like you really get them

  • Consider giving away something of value for free (not linked to an opt-in). This builds trust and shows that you're already invested in your ideal client's success

Copy Writing Tips:

  • Talk in the first person, it sounds more authentic

  • Say "I" and "me" instead of "we" if you don't have a team behind you. Most of the time we can tell right away when someone is faking it which breaks trust

  • Write like you speak. Pretend you're emailing your best friend

  • Read it aloud to make sure it flows naturally

  • Replace rational words with emotional words

  • Write in small chunks of text, short paragraphs, lots of breathing room

  • Don't waffle. Be clear and get to the point as quickly as possible


And that's a wrap folks!

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