How to Write an About Page On Your Website That Converts Visitors Into Customers

Yusuf Kapoor
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Have you ever felt stuck wondering how to write an About page that actually converts website visitors into real customers?

Your website's "About" page is one of the most important pages on your company’s website. It acts as a hook, attracting cold traffic and turning them into leads, which can be converted into loyal customers.

It's often on your About page where your prospects decide whether they want to do business with you or not.

Whether it’s B2B or B2C, first impressions are everything. Think of your About page as that crucial first impression.

Dan Pena, founder of QLA, also famously known as the “50 Billion Dollar Man”, is known for his line, “You only get one chance to make a first impression, kids.”

The same is true for your online profile.

And it all starts with knowing how to write an About page. Done well, it can open new doors to new business opportunities and long-lasting relationships.

A poorly-written About page, however, and your online engagement can take a nosedive, with no end in sight. That's why knowing how to write an About page is so important.

Unfortunately, slapping on a team picture and re-hashing your company’s mission statement simply won’t cut it.

But with the right framework, you can boost your company’s overall image and credibility, without losing sleep over it.

In this article, you’ll learn three main tips on how to write an About page that converts prospects into buying customers. I will cover:

  1. About Page Must-Haves

  2. Optimizing Your About Page for High Conversion

  3. About Page Mistakes to Avoid

About Page Must-Haves

So, what exactly is an About page?

I guess it would seem pretty self-explanatory, right? It’s a page . . . about your company.

But there is much more nuance involved.

An About page is the page where a company effectively communicates to visitors, their story, mission, and how they can meet the goals of its customers.

As you might have guessed, a killer About page doesn’t write itself. Typically, companies hire trained copywriters to write their website copy, especially their About page.

A lot of key elements go into a well-executed and high-converting About page. (An example will be shown a little later).

Here are some About page must-haves:

Magnetic Headlines

Headlines are the first thing people see when they arrive at your website’s front door. So your headline must immediately captivate your visitors’ attention. It can either compel them to stay or bore them and make them run.

The purpose of your website copy is to keep your visitors engaged as much as possible.

Your headline should be informative, benefit-driven and simple to understand.

Remember, it’s a brief peek into what the page will be all about. If your headline is unclear, doesn’t communicate the benefit to your visitors, or just plain boring, then you’ve already lost them.

What Makes You, You?

Now, this is where you can get a little more personal.

Your company’s story is unique. Like a fingerprint, no two people, company or brands share the same story.

A great story bypasses the logical brain and penetrates a person’s emotional side - without them even realizing it!

The power of storytelling in business is far beyond the focus of this article, but as the visionary leader and best-selling author, Simon Sinek, profoundly said, “People don't buy what you do. They buy why you do it.”

Use this opportunity to share your company’s mission, history, challenges and obstacles faced in their journey to success, etc.

And remember to relate it back to how it can help solve the visitors’ problems. This is the most critical part.

Get a more in-depth look at how storytelling can help build trust with your visitors, here.

Features or Benefits?

You must be able to communicate your company’s ability to solve your visitors’ problems.

If you can’t find a way to engage your visitors emotionally, they’re going to stop reading before they even get to the bottom of your page.

You might be wondering, “How can I make sure I focus on benefits and not just features and services?”

One quick and simple way to figure that out is to ask yourself, “So what? Why would my customers care about this?”

Another quick hack: Review your About page and see how many times the word “I” and “We” is used. Now do the same for the words “You” and “Your”.

If the numbers are roughly equal, then you’re doing a good job connecting your solution to your prospects’ problems. If not, then you might have to tweak your message to be more compelling to your visitors.

Let Me See...

I’m sure you’ve heard this before: “A picture is worth a thousand words. And a video is worth a thousand pictures.”

A study by Smart Insights found interesting results. It showed 83% of marketers believe it’s critical for brands to include video in their content strategy. If not, they could run the high risk of being left behind.

Websites and apps like Youtube, Facebook and Instagram are seeing more and more innovative video technology every year. Video is becoming a medium in connecting brands with customers like never before. When surveyed, 95% of businesses plan to maintain or increase their spend on video marketing, going into 2020.

You don’t want to get left behind. And if your About page is full of text with no visuals in sight, that’s exactly what’ll happen.

Show Me Proof

Self-made millionaire entrepreneur Dan Lok said, “What others say about you is infinitely more powerful than what you say about yourself.”

Testimonials are one of the best ways to establish social proof and boost conversion.

Including a few testimonials or success stories (text or video form) can be incredibly valuable for your brand.

It gives people tangible proof that your company offers legitimate solutions and can potentially solve their problems as well.

Call Me, Maybe?

Have you ever visited a website - for leisure or business, and you just can’t, for the life of you, locate a clear call to action?!

Neglecting the importance of a call to action on your About page is a grave marketing sin. Don’t leave it up to your visitor to assume or know where to go next.

Just like a travel tour guide, the job of the marketer is to direct traffic towards the desired route. A visitor doesn’t always know what next step they want to take.

As a marketer, that’s not something you can just leave to chance.

However, a small caveat to keep in mind here. Directing visitors to a purchase link from the About page may not be the best look for your brand.

Why?

Generally, visitors on your About page are getting their first look into your brand and company’s mission and values. They’re not warmed up to make a purchase, quite yet. A link to a sale may seem pushy and “salesy”. And it may leave a bad taste in their mouth of your brand image.

Instead, from the About page, an ideal call to action could be providing something of value to your visitors. It could be an email opt-in, links to most relevant blog posts, or even links to your company’s social media. That way, visitors can learn more about your brand - while still being a part of your ecosystem.

As promised above, here is a perfect example of a well-executed, welcoming About us Page by HubSpot. See how you can implement these same principles in your own company’s About page from these examples as well.

Optimizing Your About Page for High Conversions

Your company’s About page is usually the first point of contact your visitors interact with.

That’s why it’s incredibly critical to optimize it to be as SEO-friendly as possible.

So how do you go about doing that?

Well, a big chunk of conversion optimization lies in data and experimentation. This promotes growth, brings in traffic and builds a loyal customer base.

As the saying goes, “what gets measured, gets improved”.

Here are two common approaches to conversion optimization:

  1. Spend more to generate higher traffic into your funnel (Front-end)

  2. Use what you have and optimize for conversion (Back-end)

You can increase the number of people entering your funnel and go through the buyer’s journey within your funnel. You can create this by spending more on external ads and CPC, etc. However, this inevitably drives up your cost to acquire a customer. In the long run, it can be very capital heavy for your company.

Or, you can optimize your current content and customer base for higher conversion.

Rather than focusing heavily on bringing cold traffic into your funnel, focus more on traffic already within your funnel. Then work on converting them.

Done effectively, your CPA can be drastically decreased as the focus remains on the customers you already have.

Copywriters are your best bet for this conversion optimization strategy.

They understand the ins and outs of marketing funnels. As a copywriter, they also understand the market and research and understanding the psychology of your potential customers.

Conversion optimization is a science and it can be quite tricky even for an experienced marketer to maneuver. With so many responsibilities as a marketing manager, you may not have the time to experiment. Let alone, split test every element of your About page or any other page on your website.

That’s why copywriters skilled in SEO and conversion optimization can really help you take a load off your plate.

So now you know the must-haves of your About page, you must also be aware of what to avoid.

Avoiding these simple mistakes can improve your conversion rate and give you a much better ROI.

About Page Mistakes to Avoid

As previously mentioned, first impressions are everything.

If you fail to capture and keep the attention of your visitors from the get-go, you’ve already fallen behind.

Here are some overlooked mistakes many companies make which makes potential customers instantly zone out.

Your Writing Puts People to Sleep

Everyone knows how boring and dry corporate professionals can be at times. What with their industry jargon and all. *Snooze*

But that’s not their fault. They were always taught that using big sophisticated language was the way to impress clients and build authority.

But that’s a sure-fire way to turn your visitors off - instantly. Instead, write in a way your visitors can actually understand you and feel your words and message. You know, write like a human being, not a computer.

Ask questions, inject some personality in your writing, use shorter sentences. These are some of the few ways you can turn your writing from seriously boring to instantly inviting.

You Actually Think Your About Page is About You

No one really cares about you.

Okay, that might be a bit of a stretch - but it’s not entirely false.

Yeah, people care about you and your brand. But not as much as they care about how you can help them and solve their problems.

If you fail to address this from the onset, your visitors will lose interest and find an alternative solution. Real quick.

You Make Your Visitors Do the Heavy Lifting

In the culinary world, the saying goes, “People eat with their eyes before they eat with their mouths.”

If it looks good, then the rest of the experience will usually follow suit. And vice versa.

The same goes for your About page.

Don’t make your visitors have to decipher what your company’s mission statement means - or even what your company does.

Keep your content and layouts simple. Not too loud and overcrowded. Whitespace is your friend.

Don’t forget about the user experience. If your About page looks like too much work to understand, your visitors will drop off like flies.

Summary

Hopefully, this article helped you learn some key actionable steps on how to write an About Page that converts. Try to implement these steps in your company’s own About page for increased conversions.

Optimizing your company’s About page is a great head start in the right direction. Your visitors will thank you for it, with increased engagement, shares and conversions. While Google will thank you, as your website increases in brand authority and relevance to your audience.

Simple tweaks go a long way.

If you’re still having trouble optimizing your About page to its maximum potential, hiring a copywriter can help.

Not only can they help you with your About page, but they can also optimize your entire website. All in an effort to provide the best user experience possible, while converting cold traffic into loyal returning customers.

Click here to find the perfect copywriter for you.

Yusuf Kapoor

Yusuf Kapoor is a certified copywriter / content writer from Toronto, Ontario. He uses his writing to artfully transition cold traffic into loyal action-taking customers for his clients.His passion for writing engaging copy and connecting with his audience is what fuels him. Yusuf uses his skills in email marketing, funnels and profitable Facebook ad copy to help businesses scale.

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