Expert Roundup : advice on writing your website's About page

About page for business website

If there's one standard page that EVERY website has and needs, it's the About page. No matter what industry you're in or how big/small your business is, the About page is pretty much mandatory.

It's also one of the hardest and sometimes confusing pages to pull together.

I can't tell you how many times I've had a client or someone on my newsletter ask me how to create an About page and what should be included. Honestly, I'd say I get this type of question a few times a month... how crazy is that?!

The good news is that creating and writing an effective About page isn't rocket science. It does, however, take some intention and it'll force you to put yourself in your clients' shoes. 

I've reached out to my friends and fellow online entrepreneurs to share their thoughts and recommendations on writing the best About page for your business. Their tips and tricks are below and I know you'll get a lot out of their pointers!


Advice from the experts

Without further ado, here's what the experts have to say about writing an About page for your business website.

"The biggest secret is that your About page is not really about you! Often businesses get stuck on "we do this, we do that", but all your reader wants to know is: "what's in it for me?". Have a crystal clear vision of your ideal client, and put yourself in their shoes. What are they struggling with? How can you make their day a little easier? Now write your About page through the lens of your reader. Connect with them on an emotional level by switching the jargon and fancy phrases for words that make you real and relatable."

Nadia Stefyn, copywriter and web content coach,

"Your About page is likely one of the most-visited pages on your site. It helps visitors orient themselves, and lets them know if they're in the right place. That's why it should very, very clearly state the purpose your website serves. What is the one reason your site exists? You can also think of this in terms of, why do you do what you do -- and who do you do it for? Ultimately, your About page is not about you, but about your ideal visitor. They should be able to read your About page and immediately know whether or not they're in the right place to meet their needs, get answers, and find solutions."

Kali Hawlk, writer and content marketer,

"I used to preach that your About page is the most important page on your site. But I'll be honest, things have changed online over the past 3 years. Content is more important than ever. These days, your About Page should be a place to express to a new reader how your business will help them and guide them to a specific piece of content they can use to get started."

Courtney Johnston, founder of The Rule Breakers Club

"Yes it's about YOU, but it's really about THEM, the people you serve. When you're telling your story, share it in a way that shows your audience you understand THEIR needs, struggles, and desires. Don't chronologically list your business story and expect them to glean why they should care / why it matters. They want to know you, yes, but they most want to know WHY they should hire you or buy from you. Why they should trust you to help them solve their biggest problem. When you're writing, and unsure of what to include, ask yourself, "Does this establish my like, know, or trust factor with my dream client? Does this help them get closer to taking the action I want them to take? Does show my authenticity in a way that they can connect to?"

Bria Lear, founder of Digital Darlings Creative

"I would suggest keeping the content tight and bright; only add essential words, and strong verbs, to convey what makes your business unique. Clearly indicate the value you bring to clients, and always consider brand voice in every facet of your site’s content, including the 'About Us' section.  

Also, opt for strong keywords – words that potential clients would use to find your business online, and then pepper them throughout your copy in a natural way. Those keywords help Google find your business when a potential client searches for specific services/businesses. 

Related : What are keywords and how do they relate to Squarespace SEO?

But remember, in the digital age, websites require maintenance, updates and adjustments, so don’t expect to write just one ‘About Us’ and move on. Regularly analyze what your website is doing for your business and how it can be improved. After all, a website is the modern storefront for every small business."

Niki Hope, copywriter and content creator,

Final Thoughts

After reading these tips from our experts, the biggest takeaway I can suggest is to keep your ideal clients/readers in mind and make the About page about THEM, not just about you and your business.

Writing an effective About page takes time and energy but it's something you should always prioritize. About pages will be one of the most visited pages on your website and they're often where visitors to your site will get to know you for the first time. You want to be informative, authentic and deliver your message in a way that connects with your ideal client.

Writing an effective About page is definitely something you can do (yes, you!) and now that you have a better understanding of what to include, you'll have a much stronger site as a result.

Now it's your turn to tell me, have you written an About page for your website before? Were these tips helpful and what was your biggest takeaway? Do you feel inspired to go back and rework you own business's About page? I'd love to know so leave me a note in the comments!