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?