I often think about this golden teaching moment that Jonathan offered me that day, especially when I’m struggling with a writing project and sitting, staring at a blank page. I’ll type and delete, type and delete some more, and before I know it, my work time has passed, and I’m still left with nothing. I’m currently struggling to write one particular piece that I’m sure many of us business owners have had to face– the business “About” page.

Even though no one knows us and our businesses better than we do, writing about ourselves and the brands that we built can still be extremely defeating. How do we tell our stories in a way that resonates with our website visitors and potential customers? Rather than wait the clock out as Jonathan did that day, I’m starting with a simple step and setting out to first find out how to write a great “About” page for a business. Here’s what I’m learning.

What should a great “About” page include?

Essentially, a great “About” page for your business should effectively communicate your brand’s story, values, and mission while also building your credibility within your niche or industry. And of course, be sure to engage your audience. Be sure that your brand’s “About” page has:

Great Storytelling

Share your company’s journey in a compelling manner. Tell how the company was founded, its purpose, and significant challenges that had to be overcome.

Mission and Values

State the business’s mission and its core values. Show what it stands for and what drives decision-making and action.

Authenticity

Be your true self, demonstrating honesty and trust in your messaging. Personality and insight into the culture and people behind the business will bring a human element to the brand.

Visuals

Use appealing design and striking visuals with high quality images and videos that enhance the page’s engagement and overall attractiveness, helping capture your audience’s attention.

Credibility

Don’t forget to show off your achievements, certifications, testimonials, or partnerships to show off your expertise and skill.

Audience

Don’t forget the “About” page isn’t for you, it’s for your audience. Remember to consider their needs and interests and provide information that’s relevant and important to them. Also, be sure to drive emotional responses while also addressing pain points and values.

Call to Action

Encourage your visitors to take the next step and be clear and concise about it, whether it’s checking out some products or services, subscribing to your email list, or contacting the company.

Up to Date Information

Be sure to keep your info and story updated and current. As you gain more achievements, change the business, or add new team members, update your page. This is’ll show professionalism and maintain the effectiveness of the page.

How should an “About” page be structured?

The average website visitor will leave a webpage in a matter of seconds, so you don’t have much prime real estate when it comes to hooking the audience, communicating your brand’s story and values clearly and concisely, and driving action. For maximum effect, structure your “About” page with:

An Introduction

Grab their attention and set the tone. Maybe provide a snapshot of what visitors can expect to learn about your company, but most of all, why they should care and why they should choose you.

Brand Story

Share how the business came to be founded, its inspirations and evolution over time. Highlight key points in your business’s timeline such as achievements and major challenges. Use storytelling techniques such as the Hero’s Journey to drive engagement. Familiar patterns help the audience better understand a story.

Mission and Values

Discuss in clear terms your business’s mission statement, touching on its purpose and problems it seeks to solve. Identify the core values that drive your brand’s decisions and actions., building a community of like-minded people.

Team and Leadership

Introduce key members of your team and provide some brief bios that highlight their expertise, roles, and contributions. This is also a great opportunity to utilize images on your page. Include photos of your team and company in action to provide a level of humanization and connection to your brand.

Credibility

Show off any awards, certifications, partnerships, and testimonials. These endorsements build trust and credibility for your brand.

Vision

Describe the future goals for your business. What plans for growth or innovation do you have in the pipeline? Demonstrate a forward-thinking approach.

Call to Action

Always give your audience directions on what to do next with a clear call to action. Include as many communication methods as possible: phone or email, social media links, etc. Make it easy for visitors to contact you.

Conclusion

Close your “About” page by reinforcing your key messages and invite visitors to explore other sections of your website, follow on social channels or sign up for your email list for updates or promotions.

Now that we have a solid understanding of what makes for a great “About” page and how to structure one, go take a look at your competitors and other brands that you might admire. How do they communicate their brand story and messaging with an “About” page? How can you do it better?

I asked ChatGPT what some common conflicts are for copywriters when it comes to curating their portfolio. The first response it spit out was “some freelancers may believe that including a large volume of work in their portfolio is more important than showcasing high-quality pieces.” And then I spit out my water, laughing.

I couldn’t hold back, acknowledging the irony in my assistant letting me know that a big problem I might have with my portfolio is including too much. In reality, the big problem is that I’m new to the industry and have next to zero works to showcase in a portfolio. I am working on it. I have some, but it’ll be quite some time before my problem becomes including ‘too much’.

Whether you have too much to work with or too little, you should always be evaluating and updating your portfolio.

What can a great copywriting portfolio do for you?

The key to being a successful freelance copywriter is simple: get clients and keep them. One of the most impactful steps you can take to attracting potential clients or employers is by creating an excellent, professional copywriting portfolio that showcases your skills.

Great portfolios can:

• Demonstrate your skills and expertise
• Build credibility and trust
• Differentiate from competitors
• Attract the right clients
• Facilitate client conversations
• Command higher rates
• Generate referrals and repeat business

What do clients want to see in a copywriting portfolio?

One of copywriting’s golden rules is to know your audience like the back of your hand. In the case of a copywriting portfolio, your prospective clients are your audience. To write a great portfolio, we have to understand their pain points, needs, preferences, and what it is that clients look for when evaluating a copywriter.

Prospective clients mostly look for:

• Relevant Experience
• Quality of Writing
• Versatility
• Results and Impact
• Creativity and Originality
• Client Testimonials or Endorsements
• Understanding of Branding and Voice

Be sure to include:

• Example projects that align to the industry and audience or niche that you’re looking to work for (and the clients you’re targeting)
• Quality works that demonstrate command of grammar and language and exhibit the 4 Cs of copywriting: clear, concise, compelling, and conversational
• Evidence of a range of samples to show you can handle various types of work and formats
• Tangible results or achieved goals that show an ability to drive engagement, conversions, and quality feedback.
• Projects that demonstrate creativity and originality; stand out from the competition
• Testimonials or social proof
• Evidence of an understanding of brand identity and voice

How should a copywriting portfolio be structured?

Keeping in mind the pain points and needs of a prospective client, be sure that your portfolio is easy to view and navigate. Use UX design best practices when it comes to the layout. Be sure to include:

Introduction or About Me Section

Start your portfolio with a brief introduction or “About Me” section that provides an overview of who you are as a copywriter. Include your name, professional title, a brief bio highlighting your background, experience, and areas of expertise, and any relevant personal or professional branding elements.

Portfolio Overview

Provide a high-level overview of your portfolio, highlighting the types of copywriting services you offer, industries you specialize in, your style and tone, and key strengths or unique selling points. This section serves as an introduction to your portfolio and sets the stage for what clients can expect to see.

CV

Create a dedicated section within your portfolio specifically for your CV or resume. Include your contact information, professional summary or objective statement, education, work experience, relevant skills, certifications or qualifications, and any additional information that highlights your expertise and qualifications as a copywriter.

Featured Projects or Top Samples

Showcase a selection of your best and most relevant copywriting projects at the beginning of your portfolio. These could be your “featured projects” or “top samples” that represent your strongest work and demonstrate your range, creativity, and effectiveness as a copywriter. Include a diverse mix of projects, such as website copy, blog posts, advertisements, social media content, email campaigns, and more.

Portfolio Sections or Categories

Organize your portfolio into sections or categories based on different types of copywriting projects, industries, or themes. For example, you could have sections for “Website Copywriting,” “Advertising Copy,” “Social Media Content,” “Email Marketing,” “Industry-specific Samples,” or any other relevant categories that align with your expertise and target audience.

Project Details

For each sample in your portfolio, provide additional details and context about the project, including the client or company name, project objectives, your role and responsibilities, challenges or constraints you faced, and any notable results or achievements. This helps clients understand the context behind each piece of copy and demonstrates your ability to deliver results.

Visual Elements

Incorporate visual elements such as images, graphics, or screenshots to enhance your portfolio and provide context for your work, especially for web-based projects. Visuals can help break up the text, make your portfolio more visually appealing, and showcase your ability to work with multimedia elements.

List of Services

Clearly outline the copywriting services you offer, including a comprehensive list of the specific types of projects you specialize in. This may include services such as website copywriting, blog writing, content creation, email marketing, social media content, advertising copy, product descriptions, and more.

Testimonials or Case Studies

Include testimonials or case studies from satisfied clients to provide social proof and validate the effectiveness of your services. Showcase real-world examples of successful projects you’ve completed and the positive impact your copywriting has had on clients’ businesses or organizations.

Call to Action

Include clear calls to action and CTA buttons throughout your portfolio prompting clients to take the next step, such as contacting you for inquiries, scheduling a consultation, or viewing more samples of your work. Provide your contact information, including email address, phone number, and links to your website or professional profiles, to make it easy for clients to get in touch.

Contact

Provide your contact information prominently, including your email address, phone number, and any relevant social media links. Incorporate a user-friendly contact form that allows visitors to send you messages directly from your website, along with information about your availability and typical response time.

Navigation and Accessibility

Ensure that your portfolio is easy to navigate and accessible to clients across different devices and platforms. Use clear headings, subheadings, and navigation links to guide clients through your portfolio, and optimize your portfolio for mobile devices to accommodate clients who may be viewing it on smartphones or tablets.

What should be left out?

Again, don’t forget about knowing your audience. Clients are business owners, too. They don’t have a ton of time to browse portfolio’s all day. Remember to be wise about what you choose to include but also be mindful of what you can leave out.

Avoid including:

• Too many examples, especially pieces that may not be relevant to your niche.
• Items that lack context. When appropriate, explain project objectives and your role, contributions, and challenges faced.
• Outdated work. Be sure to constantly update the portfolio as your work improves or specializes.
• Low quality work. Don’t sacrifice quality for variety. Show your best work.
• Anything that’s overly personal. Clients are hiring someone to represent their brand, not themselves.

How can new copywriters develop a portfolio with no experience?

The classic paradigm I myself am facing. How can I show work in order to get work if I have no previous work? And how do I get work? I have to show previous work. But I have none. I know.

While it can seem daunting to just start without any real projects or objectives, there are some strategies that can at least get us started building out an excellent portfolio.

Speculative Work

Do spec work for fictional clients or scenarios. Focus on the niche or specialty you want to work within, give yourself a fictional client or scenario, and do some spec work. Fake Clients is a useful platform for this exact situation. The site features a function that randomly generates a fictional project. Just find one that works for your niche and clientele.

Volunteer

Do some volunteer work. Reach out to nonprofits, community groups, or small businesses and develop content for them. This is real world experience, and it could lead to a long term client.

Personal Projects

Create your own blogs or websites. These tend to be our more fun projects that we’re passionate about but don’t exactly pay the bills. These kinds of projects tend to demonstrate our best work.

Crafting an excellent portfolio isn’t just a crucial step to establishing yourself as a professional copywriter, it’s a huge leap to develop all the necessary components. But remember, everyone starts somewhere, and Rome wasn’t built in a day. Develop one piece at a time, continually update and improve your work, and before you know it, you’ll have an attractive portfolio and an overflowing inbox.