How to Write an Amazing ‘About’ Page (and Why You Should)
Updated: Jul 23, 2019
Think you can just absent-mindedly throw together an "About Us" page for your website, or — heaven forbid — just not have one?
A study by Blue Acorn revealed some astonishing things:
People are five times more likely to buy after they visit an About Us page.
And when they do buy, they’ll spend 22.5% more with you.
But people want to do business with other people. And they want to Know, Like, and Trust the people they buy from. (Sales gurus call this the KLT factor.) And it’s often the KLT factor that makes customers value your products over your competitor’s.
Here are a few guidelines to help you write about yourself, your business, and your products — in a way that lets people get to know, like, and trust you. So you can give shoppers the human-connection they crave.
When You Talk About You, Include Them, Too
Explain who you are in a context that matters to your customer. Customers want to make connections. They want to have something in common with you. So include include story elements that are relevant to your ideal buyers and leave other, less relevant, details out.
Take this excerpt from Rollie Shoes for example:
Here, we find out that Rollie’s founder, Vince Lebon, has a wife named Kat. But why does that matter to us?
It matters because her nickname is Rollie. (How sweet is this man to name his company after his wife, right? He gets points for that in my book.)
And it matters because his wife is a flight attendant who stands and walks while working. So she needs comfy shoes to wear. Just like you and I need comfy shoes, especially if we’re on our feet all day. This snippet gives us the information we need to make a make a meaningful connection to Rollie’s people and their product.
But what if Vince Lebon made dog sweaters instead of shoes? Should he include information about his wife? Maybe. But, it might make better sense to rave about his wonderful, hairless dog. The one who stays cold even in the summer. (If, of course, he actually has one!)
Because that’s the info that dog-sweater shoppers would connect with. So, include details about yourself and your background to humanize your company. But understand that the most important personal tidbits are those that make a relevant connection to your customers.
Tell What You Do and Who You Serve
Talk about yourself or your company in a way that helps people understand exactly what you do and who you serve. So readers will know quickly whether they will benefit from what you sell — or not. In this example from Scott’s Marketplace, we find out they’re on a mission to bring the local shopping experience online:
Take a look: We can see that this isn’t another internet marketplace full of drop-shippers selling cheap wares from China. This marketplace differentiates themselves by appealing to people in the U.S. who want to shop local — but prefer to do it from the comfort of their couch.
And it also appeals to local U.S. businesses who want a broader avenue to sell their products. So, readers who don’t care about unique products made in the USA (a.k.a. people who won’t buy) will move on. But readers who shop for — or make — these types of products will be hooked!
Describe How You Do What You Do
If you can show your process, then people will see the value of what you offer instead of just the cost. This is how LeLabo highlights their production processes:
Le Labo takes you on a behind-the-scenes journey so you can understand the thoughtfulness put into each creation. They show you how they painstakingly strive to bring you an excellent product. From hand-mixing fragrances — to collaborating with an artist in Japan to create their limited-edition washi paper packaging.
Because showing each step heightens the perceived value of their product. So if the way you make your wares is fascinating or hands-on, then be sure to include the details in your about section.
Show What You Believe In
If you have a cause that you believe in, others will share your vision. So be sure to show how you give back.Check out how Yellow Leaf Hammocks gives insight into who makes their hammocks and why that matters:
People who buy a hammock from Yellow Leaf aren’t just supporting a brand. They’re supporting artisan weavers from across the globe and giving them a better way of life.
But buyers wouldn’t know that — and take pride in it — if Yellow Leaf didn’t share it. So don’t pass up an opportunity to share your bigger vision.
Share Your Origin Story (Especially if It Shows Your Expertise)
Buyers like to know your credentials plus they love a good story. Put the two together and you have great fodder for your About Us page/section. Here’s a great example from Dropps detergent to glean some inspiration from:
This line sums up why their origin story gives them the expertise to make a superior product:
“Who better to come up with a laundry detergent that’s gentle on fabrics than the people who make the fabric?”
That’s hard to argue with, right?
So, if you have a backstory that proves your expertise, then make sure your customers know about it!
Remember that the point of talking about yourself and your products is to make meaningful connections to your ideal customers. Show them that they are doing business with real people and give them a reason to care about what you do.
That’s what makes the About page on your website so powerful.
Did any of these tips give you an "a-ha!" moment? If so, share in the comments section below.