10 Things to Write on Your ‘About’ Page

All websites have an ‘About Me’ or ‘About Us’ page, but how much attention have you actually given yours? Was it a page created in haste or does it truly showcase who you are as a person or a company? Here are 10 ideas of what to write on an About page that’ll help you attract leads and spark potential clients’ interest.

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1 Introduce yourself

Begin with a warm, inviting and attention-grabbing sentence that will instantly give your site visitors a glimpse into who you are and what your business is about. The first sentence is usually a good place to introduce yourself, your key team members and/or your company founders, too. Write something that says ‘this is us, here’s what we do and this is why you should use our company today’.

2 Your personal story

Let your customers get to know your business and briefly explain the journey you’ve taken to get to where you are today. Consider sharing why you started the business, what drew you to this area of business and any milestones you’ve achieved along the way. This helps to humanise your brand and establishes a personal connection with site visitors.

3 Your passions and interests

A sentence about your interests and hobbies outside of work will help potential clients connect with you on a personal level, especially if they realise they have something in common with you. It also shows that there’s a real person behind the brand. Writing about your extra-curricular activities is particularly effective for sole-traders who have an ‘About Me’ page, rather than ‘About Us’.

4 The company mission statement, vision and values

Your ‘About’ page is a great opportunity to outline your mission statement and embellish on your core values - what does your company stand for? What’s its purpose? Why is this business important to you and how will it make a difference to people? You could list your values individually, write a paragraph summarising them all or link out to another website page that explains them in more detail.

5 Your professional background and achievements

Provide a summary of your professional background, including relevant education, work experience and achievements. Your ‘About’ page is also chance to shout about any awards your company has won - doing this can help to establish credibility and demonstrates your commitment to your area of business. Where possible, link to any press coverage you’ve received for these awards.

6 Expertise and specialist areas

Use your ‘About’ page to highlight your specific areas of expertise - what sets you apart from your competitors? What’s your USP? Why should your site visitors trust your advice or services over others? Explain your unique strengths, offerings or approaches that make your company the best choice for your target audience.

7 Client testimonials

If you don’t have a separate Testimonials page, then consider including them on your ‘About’ page. Include quotes from happy customers to build credibility and act as proof that your company is trustworthy and reliable. You could also include customers photos, such as photos of completed projects or items you’ve sold on display in your customers’ homes.

8 Showcase your community involvement

Outline how your company invests in the community to show that you care about more than just profits. Having a strong social conscience also demonstrates credibility and influence within your industry. For example, share any philanthropic initiatives, community partnerships or social responsibility efforts your company is involved in. You could also link to any press mentions, media features or interviews your company has received.

9 Your future goals

The end of your ‘About’ page is a good opportunity to share your aspirations for your business - what do you want to achieve? Perhaps there’s a certain number of people you want to help or an area of business you want to revolutionise - your goals can be as big as you like! Sharing your goals helps to demonstrate your vision and commitment to growth and improvement.

10 Contact information

Finally, don’t forget to provide clear contact information on your ‘About’ page, including an email address, social media profiles and any other relevant ways for site visitors to connect with you. Make it as easy as possible for people to get in touch with your company to increase the chances of them doing so.