Website Copywriting

The Ultimate Guide to Writing An About Page That Captures Hearts and Boosts Conversions

September 18, 2023



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I'm Kara - the voice behind some of the brands you know and love (I know because I love them too!). I'm results-driven and ambitious, just like YOU.

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Your About page is your chance to make a lasting impression on your website visitors. It’s where you can tell your brand story, connect with your audience on a deeper level, and, ultimately, convince them to take action. But how do you go about writing an About page that captures hearts and boosts conversions? As a copywriting agency, we are going to share everything you need to know.

In this ultimate guide, we’ll walk you through the steps to write an About page that not only showcases your brand’s unique personality but also compels visitors to take the next step. Whether you’re a business owner, a freelancer, a course creator, or a blogger, we’ll provide you with the strategies and techniques to craft an About page that stands out from the sea of sameness.

From defining your brand voice and incorporating keywords effectively to showcasing your credibility and building trust with your audience, we’ll cover it all. By the end of this guide, you’ll have the tools and knowledge to create an About page that not only captures hearts but also boosts conversions. So grab a pen and paper, and let’s get started on creating a powerful About page that will leave a lasting impression.

Want to Hire Us to Write Your About Page For You?

Hi – I’m Kara (the writer behind The Kara Report). While I typically prefer to write an entire website in one shot (because I really do believe your entire website should work together), I also know that the About page is often the hardest part for people. I don’t want you to get stuck. Right now, we are offering a special incentive, where we will write your About Page for you for $350. If that’s what you need, get in touch with us here.

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Want to DIY your About Page? Keep Reading.

The Importance of an About page

Your About page is one of the most important pages on your website. It’s where visitors go to learn more about who you are, what you do, and why they should choose you over your competitors. This means that the people that head to this page, are VERY interested in what you have to offer. A well-crafted About page can differentiate your brand, build trust with your target audience, and ultimately drive conversions.

To understand the importance of an About page, put yourself in the shoes of your website visitors. When they land on your site, they’re looking for a reason to trust you, to believe in your brand, and to feel a connection with you. Your About page is where you can provide that reassurance and build a relationship with your audience.

What makes a great About page?

Now that you understand the significance of writing an About page, let’s dive into what makes a great one. Firstly, a great About page is authentic. It showcases your brand’s unique personality, values, and mission. It tells your story in a way that resonates with your audience and makes them feel like they know you personally. That doesn’t mean you need to spill your guts out or tell them the story of how you always knew you wanted to be a business coach since you were four years old, but we want the experience on this page to match what your customers can expect when they work with you.

Secondly, a great About page is focused on your audience. While it’s important to share your story, it’s equally important to highlight what your audience will gain from choosing your brand. You’ve likely heard this before, but nobody cares about YOU, they care about how you can help them. What problems do you solve? How do you make their lives better? Showcasing the benefits of your products or services will help your audience connect with you on a deeper level. Show them how you change lives (starting with your own – but don’t stop there)

Lastly, a great About page is visually appealing. Your about page shouldn’t look like a college paper. Use high-quality images, videos, and graphics to engage your audience and make your About page visually interesting. Visuals can help convey your brand’s personality and create a memorable experience for your visitors. And please – add WHITE SPACE between your text and keep your paragraphs short.

writing an About Page with personality

Writing an About page story

It would be nice if we all had this heroic story or brilliant “aha” moment for when we started our businesses, right? While you might not have a jaw-dropping story of how you overcame all obstacles, the key to crafting a compelling About page story is to make it relatable and engaging. Start by defining your brand’s unique selling proposition (USP). What sets you apart from your competitors? What makes you special? Use this as the foundation for your story.

Next, think about your target audience. What are their pain points, desires, and aspirations? How can your brand address these needs? Incorporate these elements into your story to make it resonate with your audience.

When telling your story, be authentic and transparent. Share your journey, the challenges you’ve faced, and how you’ve overcome them. This vulnerability will help your audience connect with you on a deeper level and build trust. That doesn’t mean you need to overshare – but you do what your customer to feel like you’ve been in their shoes (because let’s be honest, most of us have).

Showcasing your expertise and credentials

BRAG ABOUT YOURSELF. This is one of the reasons my clients love hiring me as a professional copywriter. Because it can be hard to say nice things about yourself when you are writing an About page. Trust me – I get it. But to boost your credibility and establish trust with your audience, it’s important to showcase your expertise and credentials on your About page. Highlight your qualifications, certifications, awards, case studies of past clients and any other relevant credentials that demonstrate your expertise in your industry.

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Engaging your audience with visuals

I’m not a designer, I’m a writer so take this with a grain of salt. But in my experience, visuals play a crucial role in engaging your audience on your About page. Use high-quality images that reflect your brand’s personality and values. Consider using professional photographs of yourself or your team to create a personal connection with your audience. If you don’t have time of money for a branding photoshoot right now, consider investing in stock photography and videos.

User experience matters too. After writing an About page, remember to optimize your visuals for fast loading times and mobile responsiveness. A slow-loading or unresponsive About page can be frustrating for your visitors and may cause them to leave before they’ve even had a chance to learn more about your brand.

Adding testimonials and social proof when writing an About page

One of the most effective ways to build trust and credibility on your About page is by including testimonials and social proof. Testimonials from satisfied customers or clients can provide reassurance to potential customers and give them confidence in choosing your brand. When including testimonials, aim for a mix of written testimonials, video testimonials, and case studies. This variety will appeal to different types of visitors and provide a well-rounded view of the value you offer.

In addition to testimonials, you can also include logos of well-known clients or media outlets that have featured your brand. This social proof can help establish your brand’s credibility and make visitors more likely to trust your products or services.

Optimizing your About page for SEO

We are all about SEO over here! While your About page is primarily about connecting with your audience, it’s also important to optimize it for search engines. There have been months where our About page outranks our Home page (which is WILD). By incorporating relevant keywords into your About page, you can increase its visibility in search engine results and attract organic traffic.

Before you start writing an About page, start by conducting keyword research to identify the terms and phrases your target audience is searching for. Then, strategically incorporate these keywords into your About page’s headline, subheadings, and body text. Be careful not to overdo it. Use keywords naturally and ensure that your content remains engaging and easy to read.

Additionally, optimize your meta tags, such as the meta title and meta description, to provide search engines with a clear understanding of what your About page is about. This will improve your chances of ranking higher in search results and attracting relevant visitors to your site. And remember to think about how YOUR audience is searching. For example, my audience is more likely to search for “copywriter” instead of “copywriting”.

Calls to action to include when writing an About page

Lastly, let’s talk about those CTA’s. This is the part that helps drive your site visitor to take ACTION. Your About page presents a valuable opportunity to guide your visitors towards taking the next step. Whether it’s signing up for your newsletter, contacting you for more information, or making a purchase, include clear and compelling calls to action (CTAs) on your About page.

Additionally, consider using lead magnets or incentives to encourage visitors to take action. Offer a free ebook, a discount code, or exclusive content in exchange for their email address or contact information. This will not only help you capture leads but also provide value to your audience.

Don’t Underestimate the Power of a Micro-Yes

While most of my client’s want to skip right to the “contact me right now and send me your money” stage, most of us are selling larger investments that take time to decide. Encourage your readers to browse your portfolio, read your blog, sign up for your freebie, or come follow you on Instagram (if that is where you are active). It’s going to be more effective for you in the long run!

adding CTA's to your About Page

Writing an About page: Best Practices

To ensure your About page is effective and impactful, here are some best practices to keep in mind:

1. Keep it concise: While it’s important to share your story, keep your About page concise and focused. Avoid overwhelming your visitors with too much information and stick to the most important details. I would aim for over 300 words but under 1000 words in most cases.

2. Use a conversational tone: Write your About page in a friendly and conversational tone. This will make your brand more approachable and help your audience connect with you on a personal level.

3. Update regularly: Most solopreneurs are not updating their website enough. As your brand evolves and grows, make sure to update your About page accordingly. Keep it fresh and relevant to accurately reflect your brand’s current position and offerings.

4. Test and optimize: Continuously monitor and test the performance of your About page. Analyze metrics such as bounce rate, time on page, and conversion rate to identify areas for improvement and optimize accordingly.

The Ultimate Guide to Writing an About Page

Your About page is a powerful tool that can capture hearts and boost conversions. By following the strategies and techniques outlined in this ultimate guide to writing an About page, you’ll be able to create an About page that showcases your brand’s unique personality, builds trust with your audience, and compels visitors to take the next step.

Want us to write it for you? We would be honored! Get in touch here. Or, come find me on Instagram to keep in touch.

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I'm Kara - the voice behind some of the brands you know and love (I know because I love them too!). I'm results-driven and ambitious, just like YOU.

Meet Kara