How To Write A Memorable About Us Page (With Copywriting Tips, Examples & Formulas)

How to Write an Awesome About Page

In this video, the speaker shares two formulas for writing authentic and authority-building About Pages that will get more clients and customers. The About Page is a valuable opportunity for prospects to connect with who you are, what you do, and why you do it.

Why Your About Page Matters

• After your Homepage, your About Page is the most important supporting asset on your main website.

• Today audiences are seeking out products and services from brands they actually connect with, and ones that share their same personal values.

• Your brand story, mission, and values are often the deciding factor in a prospect giving you their business.

Mistakes Businesses Make with Their About Pages

• Many businesses make the mistake of treating their About page like a tedious obligation by just throwing up a boring old bio to prove that they are in fact a real human being or team of human beings.

Two Formulas for Writing Awesome Personal Brand About Pages

Formula 1: Personal Brands

• Personal brands have an advantage because they can share their own personal story to establish connection and emotional resonance with the reader.

• Every personal brand's About page should include six things:

• A headline that inspires readers about what your brand is all about.

• A brief introduction that establishes credibility.

• A section on your backstory that connects emotionally with readers.

• An explanation of how you help people solve problems.

• Social proof such as testimonials or media mentions.

• A call-to-action (CTA) that invites readers to take action.

Formula 2: Organizational Brands

• Organizational brands need to focus on establishing trust through social proof and credibility indicators.

• Every organizational brand's About page should include six things:

• A headline that inspires readers about what your brand is all about.

• A brief introduction that establishes credibility.

• An explanation of how you help people solve problems.

• Social proof such as testimonials or media mentions.

• Credibility indicators such as awards, certifications, or partnerships.

• A call-to-action (CTA) that invites readers to take action.

Conclusion

• Your About Page is a valuable opportunity for prospects to connect with who you are, what you do, and why you do it.

• Personal brands should focus on establishing emotional resonance through their personal story while organizational brands need to establish trust through social proof and credibility indicators.

How to Create an About Page That Converts

In this section, the speaker explains how to make your brand unique and why readers should choose you over your competition.

Explain What Makes You Unique

• Share your passion and mission to create a smarter and more caring world by helping people reclaim their power.

• Present a narrative that relates to your mission and vision.

Tell Your Story

• Write it as a story that spans your whole personal origin story or as a detailed bio that focuses on your experience and accomplishment.

• The objective is to present a narrative that relates to your mission and vision.

Explain Your Method

• If the method or approach you use in your products requires additional education or explanation, expand on it.

• Explain unique philosophy and approach to healing.

Showcase Your Authority

• Include additional credibility factors like content, press, or platforms you've been featured on.

• Highlight top features such as books, appearances on authority sites, podcasts, or speaking engagements.

Provide a Call-to-action

• Let readers know what the next step is, how they can work with you, or what they can do to get started.

• Feature best product/service here or offer them free resources/invite them for consultation etc..

How To Create An About Page For Organizations

In this section, the speaker explains how to create an About page for organizations and bigger brands that aren't personality-based.

Establish Your Brand Vision

• Use a headline to establish your brand vision or USP.

• Catch attention and entice readers to actually read your About page.

Define Your Brand Mission

• Define your brand mission and give the reader a high-level explanation of how your products and services contribute to it.

• Challenge the status quo or call out certain problems that you see in the industry.

Share Your Brand Story

• Share a detailed timeline or journey of how the organization was founded, how it's evolved, what it's accomplished along the way.

• Feature founder's story if driven by public personality like a founder or group of friends/family.

Inspire The Reader With Collective Mission

• Showcase people, practices, and values behind the organization.

• Accomplish goal of inspiring reader with collective mission.

There are only two sections in this transcript.

The Importance of an About Page

In this section, Alex discusses the importance of having an About page on your website and how it can help you connect with your customers.

Benefits of Having an About Page

• Customers appreciate organizations that prioritize and value the contributions of their employees.

• Being able to put names and faces to the brand will make the buying experience more personal.

• Introducing your team or weavers who hand make each piece can help build trust with customers.

Call-to-Action

• A call-to-action is important for guiding readers towards taking a specific action, such as trying a product or booking a call.

• Feature your best products or services on your About page to encourage readers to take action.

• Let readers know what the next step is for them to get started, like a trial offer or shopping based on specific needs.

Conclusion

• Your About page is prime real estate for reeling in customers by being real and connecting with them on a personal level.