How to write a compelling about page for your website

I get this question asked all the time: can you help me with the copy for my website?

 And the answer is, yes and no. I am not a copywriter, I am sorry. Copywriting is a skill and it’s actually a job, you can hire a copywriter. Which is something I would definitely do if you can. I have also hired one for my own website initially! So, no I can’t write it for you. But what I can do is point you in the right direction and of course support you with headlines and also give my input on how I would do it.

 In this blog post however I want to write about the about page specifically as many people find it so hard to write about themselves and might want to leave it out completely. And others love writing about themselves and describing on long paragraphs who they are and what they want, do and desire. Both is not ideal.

how-to-write-a-compelling-about-page | EmiliaOhrtmann

Visitors love to click on the about page. Basically they want to get to know the person behind the brand and to be reassured that you are the right person for their need.

Your website is about your customer

This might be new to you, it certainly was for me when I started: Always remember: your about page - just like your whole website - is not about you, it is about your customer!

 So how does this work?

 You need to know the following and add it to your about page!

  1. How can you help your visitors?
    Your website visitor wants to know if you are the right person to help them and HOW you can help them. What do you do? Are you capable of doing it? Do you have the right knowledge? And also have people bought from you before.

  2. Who is your website for?
    Again this is about reassurance, tell your website visitors who your website is for. On my about page I say a few times that this site is for female entrepreneurs who are starting their dream business. And that I am a website designer.

  3. Tell them about you
    Tell your unique story and why you are the right person to hire or to buy from. What have you done already, how much have you sold etc. Show your expertise.

  4. Your process
    Tell your visitors what it’s like to work with you.

  5. Testimonials
    Reassure your visitors that other people have bought from you and loved you.

  6. A call to action!
    Most people forget this, but you need to use your about page and tell your visitors what to do next. Go to your store or check out your portfolio or services or simply contact you.

How to structure your about page

This is the way I learned to structure an about page and how I have done it:

Attention seeking headline

  1. Photo of you -clear, branded photo where you make eye contact with your visitor

  2. Reassure your visitor that they are in the right place - what can you help with

  3. Why are you the right one for the job?

  4. Your process

  5. Testimonials

  6. Call to action!

And you can add more pictures of you! Make this personal, about your visitor but personal. Maybe you want to add a little bit extra like I did on my about page about my values and what I also do and like. Just to build this personal connection.

 This is how I have done my about page, may be it inspires you a little:

 Also look around around what about pages speak to you? If it speaks to you, it will probably also speak to others. This does not only need to be in your industry but may be a similar industry. You can also ask your friends to let you know when they see an about page they like!

 And again, just start, you about page is not set in stone, you can change and adapt it over time when you business develops - just like your whole website!

 If you want to find out more about copywriting, I have also written this blog post which might help you:

Let me know in the comments if this was helpful and if you have any questions!

 X Emilia

P.S. if you are interested in more, I have taken the copywriting for creatives online course ( with Ashlyn Carter and I can only recommend it!

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