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How to Write an About Page That Attracts Clients

Your website is stunning. The pictures are bold. The homepage is ready. still need to write an About Page.

What should be on your About Page? Is it a personal bio? A resume of accomplishments? A chance to brag about your products or services?

Not if you want to attract the right clients!

Who is an About Page really about?

An About Page isn't really about you. It should be about what you can DO for your clients. Whether it's solving a problem, delivering a meal, or creating a gift, your customer should come away from your About Page knowing how you can help them.

For some types of businesses that might mean sharing what professional associations you belong to and where you went to college. Other businesses might do better highlighting their product benefits.

Before you write your About Page, you need to think about what your potential customers are really looking for when they land on that page. What do they need to know about you and your business that will make them choose you over your competition?

What to include on an About Page

The five things you want to make sure are included on your About Page are:

  1. A brief overview of who you are

  2. A description of the type of clients you work with or customers you serve

  3. A high-level overview of the products or services you offer

  4. Links to example products, case studies, etc

  5. Photos of you, your team, your work, or your office space

Then there are a few things that are optional depending on the type of business you have:

  • Mission Statement

  • Value Statement

  • Culture or Diversity Statement

  • Individual team bios

  • Testimonials

No matter what you include remember to be personal. This page is about you, your business, and your brand, just framed to answer the customer's question, "what's in it for me?"

Write in a way that reflects the way your business interacts with customers. It could be friendly and a bit silly, or professional and refined. Either way, the reader should get a feel for how you interact with customers.

What not to include on your About Page

It's tempting to include a full history of your business on your About Page, but please don't.

Your potential clients don't really care that you worked off your kitchen table for three years and love your coffee with two sugars. That's the type of information you can share in an interview or personal bio.

Sharing links to your case studies is great, but don't make your About Page about a client project.

Don't use jargon. This is especially important if your potential customers don't know much about your niche yet. Use normal English and don't get too technical in your write-up.

If you follow these guidelines, you'll be able to craft a strong About Page that attracts the right customers for you. But if you find that you need help, get in touch with us for a free consultation.


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