10+ Power Tips for Writing Your About Page Copy

If you want to connect with your audience, nailing your About Page copy is essential. 

Your About page is where your target audience gets to know you. It plays a big part in helping readers decide whether to trust you to solve their problems. The more they trust you, the more likely they are to buy.

Here are 10+ practical tips that’ll help you write your About Page in a way that helps potential clients and customers learn why they should work with you instead of someone else. 

Let’s get started.

Tips for Writing Your About Page Copy

1. Define Your Audience and Purpose

Before diving into your About Page, pinpoint who you're speaking to. Is it the busy professional needing quick, effective solutions, or the creative soul looking for inspiration?

Example: If you’re a freelance graphic designer, your target might be small business owners looking for standout branding. You want to show them how your designs will make their brand shine.

Next, nail down your purpose. What should visitors remember about you? Maybe it's your dedication to quality, your creative approach to problem-solving, or the relevance of your personal journey to your work.

Example: Suppose you're a graphic designer. Your aim could be to showcase your skill in creating bold visuals that resonate with viewers, and you support this with testimonials that show how your designs significantly boosted client success.

Why It Matters

Understanding your audience and purpose sharpens your message so you sound like you’re speaking directly to your target audience. Visitors will know who you help and why you’re the best choice.

2. Start with a Hook

The opening lines of your About Page are your first chance to captivate your audience. Think of it like the hook of a song or the opening line of a book—it should grab attention and spark curiosity.

Example: If you’re a freelance content strategist, you might start with a thought-provoking question like, "Tired of content that doesn’t convert?" This immediately addresses a common frustration, engaging readers who want solutions.

A good hook can be a question, a surprising fact, or a brief story directly related to your offer. It needs to resonate with your target audience and give a glimpse into the value you provide.

Example: For a personal branding coach, an impactful opening might be, "In 2023, I helped 50 professionals stand out in a crowded digital world." This statement not only highlights your success but also appeals to potential clients looking to enhance their online presence.

Why It Matters

A strong hook sets the tone for your About Page and engages readers from the get-go. It's your chance to make them curious about you and what you offer, increasing the likelihood they'll stick around to learn more and, ultimately, remember you.

3. Tell Your Story

Your About Page is where you share the journey that led you to where you are today—complete with ups and downs, setbacks, and successes. Your story turns your brand into something people can connect with emotionally.

Example: Imagine you're a freelance web developer who transitioned from a traditional 9-5 job. Start by describing what pushed you towards freelancing—perhaps a desire for creative freedom or more meaningful projects. Then, discuss the hurdles of building a client base from scratch and the triumph of completing your first major project.

Personal stories make you relatable. They give your audience a peek into who you are beyond the business. When you open up about your path, especially the challenges, you're showing vulnerability, which can deepen the trust between you and your audience.

Example: If you’re an online marketing consultant who once struggled to make your mark in a digital world, share that. Talk about the strategies you tried, what failed, and what finally worked. This not only proves your expertise but also your resilience and adaptability.

Why It Matters

Sharing your story isn’t just about entertainment; it builds trust and makes your brand unforgettable. People are drawn to authentic experiences, and they want to know the person behind the service or product.

4. Show Your Face

Photos or videos on your About Page humanize your online presence. They reveal the real, relatable individual behind the service or product, helping you build a stronger connection with your audience.

Example: Consider a health coach with an About Page featuring a friendly photo in their workout environment. This visual warmly invites potential clients into their fitness philosophy and approach.

Example: A freelance illustrator might include a video tour of their studio, interspersed with shots of them at work. This peek into their creative process personalizes the brand further, showing the dedication and artistry behind each piece.

Why It Matters

Photos and videos transform your online presence from faceless to relatable. They fast-track emotional connections, making your business more memorable and trustworthy. 

5. Showcase Your Values and Mission

Your About Page should go beyond just what you do—it should express why you do it and the values guiding your business. This is how you resonate with like-minded individuals and distinguish yourself from competitors.

Example: A craftsman specializing in educational toys could highlight their mission to foster learning through play, emphasizing values like creativity and sustainability. They’ll connect with customers who value education and environmental responsibility.

Example: An eco-friendly clothing line might share its commitment to reducing waste and supporting fair labor practices. Being transparent about these values attracts consumers who prioritize ethical shopping.

Why It Matters

Today, consumers are drawn to brands with a clear purpose. Sharing your mission and the impact you aim to have makes your business stand out. Clear values and a strong mission attract the right customers and help you create a community that shares your beliefs. 

6. Authority and Social Proof

Building credibility on your About Page is important. You want to prove your expertise and the value of your services or products with solid evidence.

Example: A digital marketing consultant might list notable achievements, such as leading successful campaigns or significantly boosting a client's growth. Highlighting specific accomplishments and recognitions lends weight to your professional claims.

Testimonials and case studies enhance your credibility. They offer concrete examples of your work's impact, giving potential customers a clear picture of what you can achieve.

Example: A web design agency could present a case study showcasing the before-and-after results of a website redesign, emphasizing improvements like higher traffic and increased sales. Adding quotes from satisfied clients enhances these facts with personal endorsements.

Why It Matters

Trust is fundamental in converting visitors into customers. 

Demonstrating your expertise through achievements and backing it up with social proof like case studies and testimonials positions you as an industry leader, drawing in customers who value proven expertise. Keep your success stories authentic and verifiable to build genuine confidence in your brand.

7. Use a Copywriting Framework

Using a copywriting framework to write your About Page helps structure your message. One effective approach is PAS (Problem, Agitation, Solution).

Problem: Start with a challenge your audience commonly faces, showing you understand their struggles.

Agitation: Deepen the issue by highlighting the consequences or frustrations it brings, making the problem more relatable and urgent.

Solution: Introduce your service or product as the fix, clearly explaining how it addresses the issue and benefits the user.

Example: If you’re a business coach for solopreneurs, begin with the challenge of feeling overwhelmed by wearing multiple hats. 

Agitate by highlighting how this overwhelm can lead to burnout and stall business growth. 

Then, introduce your coaching services as the solution that provides clear strategies for managing tasks efficiently, allowing solopreneurs to focus on growth without stress.

Why It Matters

A structure like PAS is an excellent way to organize your content and helps you connect better with readers. By framing your services around the context of their problems, you show readers that you understand their struggles. It makes a persuasive case for why they should choose you. 

8. Incorporate Design Elements

The look of your About Page is just as important as what you say. A visually appealing page can capture attention and make your message stick.

For your color scheme, pick colors that mirror your brand's heart. Blue for trust, green for growth, red for power—let your colors speak.

With your fonts, you’ll want to use fonts that are easy on the eyes and fit your brand's voice. Tech? Go sleek. Artistic? Maybe something with a bit of flair.

As far as the layout goes, arrange your page so it's easy to follow. Headings, lists, and spaces are your friends, making everything readable at a glance.

Example: A lifestyle coach who focuses on stress reduction might choose soft, soothing colors, fonts that evoke relaxation, and a layout that flows like a calm conversation.

Why It Matters

A good-looking About Page makes your information accessible and engaging. 

When your page is easy to look at and navigate, visitors are more likely to absorb your story and see the value in what you offer. And design that enhances the user experience makes your brand memorable.

9. Clarify What You Offer

Make sure your About Page clearly states what people get by choosing you. Highlight not just your services or products but the actual benefits they bring to customers. 

A well-defined value proposition makes it clear why you’re the better choice.

Think benefits over features. Don’t just list what you offer; explain how it makes a difference. Show the outcome of choosing your service or product.

Example: For a personal finance advisor, instead of saying, "I offer financial planning services," you could say, "Empower your financial future with personalized planning services that help you save more, invest wisely, and live the life you dream of."

Your value proposition should answer the question, "Why you?" It’s about the unique benefits that set you apart.

Example: A yoga instructor might emphasize, "Join our classes to learn yoga and embrace a lifestyle of wellness and mindfulness, reducing stress and enhancing your day-to-day vitality."

Why It Matters

Your About Page is a great place to emphasize features over benefits. Benefits help visitors picture the positive changes your offerings will bring to their lives.

10. Add Personality with Humor or Quirkiness

Injecting your About Page with a dose of humor or a distinct style can really make your brand stick in the minds of your audience. Show readers there’s a human behind the brand, someone they can connect and relate to. 

Make sure any humor fits well with your brand voice and resonates with your audience.

Example: If you're a freelance copywriter, a witty line like, “I turn caffeine into captivating copy,” not only showcases your skill but also your personality. It makes you memorable.

Why It Matters

A little humor or quirkiness can set you apart from the competition in a world where everyone is vying for attention. And personality also builds a deeper connection with your audience.

11. Include a Strong Call to Action

Your About page isn’t just a place to share your story. You need a strong Call to Action (CTA) to guide visitors toward the next step, whether that’s contacting you, signing up for a newsletter, or viewing your online shop. 

Your CTA should be clear, compelling, and directly related to the core message of your About Page.

Example: If you offer online courses for entrepreneurs, your CTA could be, “Dive deeper into success—join our next course. Sign up now!” This invites readers to take immediate action and is tied directly to the benefits your courses offer.

This CTA is direct, offers a clear next step, and includes an incentive (a free consultation), making it more appealing.

Why It Matters

A good CTA turns readers into action-takers. It’s like showing them a clear path from just looking around to actually doing something—like getting in touch or signing up. This step is key for turning interest into real connections and helping your business grow.

12. Update Regularly

Keep your About Page fresh to stay relevant to your audience. Regular updates ensure your page reflects your latest offers and what you’ve achieved.

Example: If you’re a freelance writer who recently specialized in sustainability topics, updating your About Page to reflect this focus shows you're evolving with the market's needs. It demonstrates your commitment to areas that matter to you and your clients.

You can also use your About page to show how your brand grows and adapts over time. Changes in your offerings or achievements highlight your progress and dedication.

Example: A graphic designer might update their page to showcase recent, high-profile projects or new design skills, reinforcing their expertise and the fresh perspectives they bring to clients' projects.

Why It Matters

Regular updates show you’re active in your online business and care about how you appear in the world. Keeping your website current builds trust.

Elevating Your About Page Copy

Using these tips, you can draft an About Page that invites visitors to connect with your brand.

Take a moment now to review your About Page. 

Think about how to inject more of yourself into it and sharpen your message. Remember, your About Page should grow with your business, so plan to update it every six months or as your business changes.

If you’ve made updates, have questions, or need feedback, comment below. I’m excited to hear how you’ve transformed your About page with these strategies.