Are you stuck on how to write a good About Page that showcases your brand’s irresistible personality? 

Discover what you must include in the About Page of a website and why it’s a persuasive tool for connecting with and converting visitors into customers.

And don’t worry, no sales psychology degree needed… 

What is the About Page of a website for?

As one of the most-read pages on a website, a great About Page is an opportunity to connect with potential customers on a more personal level. 

Let’s be honest, it’s much easier to trust a brand when you know more about the people behind it. Here, you get to share who you are, why you do what you do, and highlight your skills and expertise.

Sprinkle with personality, passion, and clear calls to action to turn curiosity into conversions. So, where do you start?

What to Include on a Great About Page 

The About Page of a website is considered one of the Essential Pages Every Website Needs. Therefore, it needs to pack a punch.

Let’s cover everything you need to include, from structuring your About Page to top content tips and best practices for a stunning, highly converting design.

Optimised About Us Page Structure

The structure of your About Page should guide your reader smoothly and logically through the page. Building an authentic picture that makes your brand the perfect choice for the reader.

Elements to include:

Compelling Headline

Let visitors know they’re in the right place with a welcoming headline.

Examples of a great About Page headline:

• Our Story: Meet the faces behind…..
• We’re….. And this is what we’re all about.
• Welcome to….Get to know us.

It doesn’t need to be fancy, just clear and inviting.

Engaging Introduction and Personal Story

The purpose of an About page of a website is to share information about you, so here, explain who you are and why you do what you do.

Everyone loves a story – talk about your brand’s journey and what inspired you to start.

Let your passion shine through. What obstacles did you face? Were there any standout moments of success that made you giddy and even more focused?

Creating an emotional connection helps build trust with readers, increasing their odds of becoming loyal customers.

Services and Experience

Here, you can let readers know what you do, how you’re qualified for the job and key experiences in your field.

Summarise your services (with links) and highlight the benefits to customers, not just the features.

Include relevant industry qualifications to enhance your credibility and authority. 

Brand Values

Highlight your business values, mission or vision.

Are you all about contributing to a sustainable future or maybe helping to empower female entrepreneurs? (Yes!) 

Let people in on what matters to you and really connect with your brand identity.

Social Proof

Include testimonials, particularly the most glowing ones, as well as any notable career highlights.

Knowing that other people love your work and that it achieves results can be a game-changer.  If a potential conversion has doubts, this will be all the assurance they need.

Call to Action (CTA)

Add clear and compelling call-to-action prompts throughout your About Page.

I mean, hopefully, readers will be so inspired by your About Page that they’ll be practically sprinting to press ‘buy’, but make it clear and compulsory to click. 

The About Page of a website isn’t about the hard sell; it’s about creating interest. Use CTAs as an invitation to read blog posts or book a discovery call, alongside links to services and products.

Now you’re clued up on About Us Page structure, what about the content?

How to Write a Good About Page: Top Content Tips

Writing an About Page that resonates with your reader means adopting a few simple practices:

• Write in a friendly, conversational tone. Remember, talking too formally will NOT help you connect. Write like you’re talking to a friend; don’t be afraid to show some personality. In fact, I positively encourage it!

It’ll add a much-needed human touch to your brand.

• Get to the point. Your About Page needs to be a faff-free zone. Write clearly and to the point. Make it as easy to understand as possible.
• Tell a story. Include personal experiences that explore who you are and your why. Stories make you more memorable to a reader.
• Consider your audience. Remember that your About Page is designed to help your reader feel connected. So consider their wants and needs.  Highlight the benefits of your brand to them and how you help solve their problem.
• Add emotion. Get passionate. If you’re excited about your brand, your readers will be too. Get personal and throw in some fun facts to take getting to know you one step further. 

So that’s your content sorted, but when it comes to your About Page design, first impressions count…..

About Page Design Best Practices: For the Best User Experience

 When you walk into your favourite store, and it’s beautifully styled, it exudes quality before you even start looking at what to buy. The same applies to About Page Design. 

And while burning a Jo Malone candle to entice customers isn’t an option online (unfortunately), About Page best practices will ensure that customer experience is spot on.

What are the best practices for an About Page design?

• A Clean, Organised Layout: Keep your layout simple and clutter-free. Adding lots of white space around images and text makes them stand out and more appealing.

Using a pre-designed About Page, like those found in our Studio Designs Showit Website Templates, provides a visually stunning design and a user-friendly, structured layout guaranteed to encourage scrolling.  Just add your copy and brand images where prompted – easy!

• Structured Headings: Use a welcoming main page heading and clear section headings throughout your content. Organised content engages readers and provides a more enjoyable user experience on your About Page.  

• Use High-Quality Images: Add professional brand images to personalise and enhance visual appeal.  

Include photos of yourself and your team. Readers love putting a face to a name, and it can help form a more emotional connection to you.

A gallery-style layout, like our Moodboard Template, is easy to use and works really well for this. 

Stylish, thoughtfully designed layouts look professional and add a touch of personality to your page and your brand.

• Highlight Important Information: Make all CTAs clear and include them throughout your About page to maximise click-through potential. 

Ensure that your value proposition is evident at the beginning of your About Page so readers know you are what they need and it’s worth reading on.

Remember, a happy reader is more likely to become a confident customer, so tailor your About Page Design to provide an exceptional user experience. 

Read our blog post 5 Common Website Mistakes To Avoid to discover the design mistakes NOT to make.

About Page Examples

Here are a few of my favourite About Page Examples and why they work:

The beautiful French brand Sezane

One of my absolute favourite fashion brands, they’ve nailed it with a clean layout and perfect imagery (read: drool-worthy).

The unforgettable delicious brand Delciously Ella

A great example of brilliant storytelling full of passion and detailing an emotive journey to success.

One of my fave copywriters in the website space Between The Lines Copy

An about page full of personality and experience.

A Final Note on How to Write a Good About Page…

Remember the purpose of the About Page of a website, and think like your potential customers. 

What insights can you give that will create authority and instil confidence in your brand?  

Which aspects of your story are intriguing, compelling, and resonate with the desires and needs of your target customers? 

Create a beautifully designed About Page with tailored content, great structure, and design best practices, and you’re on your way to converting informed visitors into loyal customers.