Your Website, Your Story: How to Write 'About' Page Content That Connects
Your website's About page isn't just a place for a dry biography or a list of credentials. Think of it as your digital handshake, your chance to connect with potential clients on a deeper level, and the perfect spot to show them the human behind your brand. In today's crowded online world, people crave authenticity. They want to know who they're potentially working with and why you do what you do.
So, how do you craft an About page that not only informs but also inspires trust and builds a genuine connection? Let's dive in.
1. Don't Just State Facts – Tell a Story
Instead of listing achievements like a resume, weave your journey into a compelling narrative. How did your business come to be? What problem were you trying to solve? What was the "aha!" moment?
Before & After: What was life like before your business existed, and how does your business make things better (for you, for your clients)?
The Origin Story: A brief, engaging tale of how you got started. This could be a personal passion, a gap you noticed in the market, or an unexpected turn in your career. (Psst... your flying training is a perfect example of a unique story element!)
2. Focus on Your "Why" – Not Just Your "What"
Your "why" is your purpose, your passion, the core belief that drives your business. It's what makes you unique and resonates with your ideal clients. Anyone can offer a service, but why you offer it is what truly connects.
Beyond the Services: If you're a web designer, your "what" is building websites. Your "why" might be empowering small businesses, simplifying technology, or helping dreams take flight online.
Share Your Values: What principles are important to you in business and life? Transparency, collaboration, creativity, impact? Let these shine through.
3. Talk About Them, Too (Your Ideal Client)
While it's your About page, great content always relates back to the reader. Show potential clients that you understand their needs and challenges.
Mirror Their Aspirations: Describe the kind of clients you love to work with and the positive outcomes they can expect by partnering with you.
Speak to Their Pain Points: Briefly acknowledge the problems they might be facing that your business solves. This shows empathy and relevance.
4. Inject Your Personality (Authentically!)
This is your chance to let your unique voice shine. Don't be afraid to be yourself! If your brand is friendly and playful, let that come through in your writing style.
Your Tone: Is your brand formal, casual, witty, empathetic? Ensure your writing style matches.
A Personal Touch: Include a fun fact or a glimpse into your life outside of work (like your flying training!). This makes you more human and memorable.
Use Your Photo: A friendly, professional headshot is absolutely essential here. It puts a face to the name and helps build immediate rapport.
5. Keep it Scannable and Accessible
Even with a great story, people on the internet scan. Make your About page easy to read and digest.
Short Paragraphs: Break up large blocks of text.
Headings & Subheadings: Guide the reader through your story.
Bullet Points: Use them for clarity when listing points or benefits.
Bold Keywords: Highlight important phrases or ideas.
A Clear Call to Action: Once they've learned about you, tell them what to do next.
Ready to Tell Your Story?
Crafting an About page that truly connects can feel like a big task. If you're struggling to articulate your unique narrative and make your message shine, know that you don't have to do it alone.
Struggling to tell your story? As part of my 'Signature Site Design' package, I provide guidance on content structure to make sure your message shines, helping you craft an About page that truly resonates!
