Do you struggle with writing an About page that effectively articulates what you and your business represent? Are you stuck, completely unsure of what to write?
In this post, we share a few tips you can use to write the most amazing About page you’ll ever write about yourself or your brand.
It’s one of the most important pages you’ll create for your site, so it’s definitely worth the extra effort.
Step by step process to writing an about page for your blog
This is a fairly long post, so we’ve put together an infographic version that’s a bit more digestible. Enjoy!
Note: You’re more than welcome to share this infographic. Be sure to include a credit link to this post if you republish it on your own blog.
What can an about page do for your blog?
If you’re struggling with your About page, you simply may not know what to write outside of “I blog about this because I have x experience in that.” If this is the case, you’re going about it all wrong. However, if you take a minute to learn why this type of page is important, you’ll be able to approach it from a completely different perspective.
The first benefit is increased traffic and better SEO. Customers and casual internet users alike are drawn to this page. Similar to your Features and Services pages, they want to know what you’re about and what you have to offer. Over time, this page will become among the most visited pages on your website even years after you’ve created it.
Even Google knows the importance of this page. If you search for a brand’s name, you’ll notice their About page is cited as a top-level page on their website in the search result snippet.
Here’s Blogging Wizard as an example:
A good portion of your visitors will come across this page, so it provides a unique opportunity for you to connect with your audience and get them to take a specific action. The remainder of this article will be dedicated to both of these matters.
Tip #1: Identify your audience
We’ve already established your About page as being a major source for a call to action on your site. If you play your cards right, you can convince new visitors to subscribe to your email list, purchase products or even follow you on social media platforms.
Doing this is simple so long as you avoid the mistake of doing what most brands do with their About pages: write boring, long-winded descriptions focused solely on themselves.
Does this mean you shouldn’t talk about yourself at all? Certainly not. You should still introduce yourself and your story as you normally would when you introduce your brand. It just means that while your About page is, well, about you, you shouldn’t necessarily be the sole focus of it.
Identify your target audience and determine the number one problem you want to solve for them. As you write your page, think of it more in terms of how you can help your audience achieve their goals and less about what you do.
Tip #2: Utilize storytelling
So, you know the fundamentals of what you should add to your About page. Now, let’s go over how you should write it. By utilizing the art of storytelling, you can connect with your audience and get to the heart of exactly what they’re struggling with in your niche. This means being open and honest about your experience level, your accomplishments, and most importantly, your failures.
Let’s say you have a blog about skateboarding as an example. There was a time when you didn’t know how to step on a skateboard or even pick out quality parts. You may know the fanciest tricks in existence and skate the biggest, most intimidating ramps out there, but your readers aren’t at that level.
Share clips and pics of yourself landing trick after trick to get them hooked, but if you really want to reel them in, you’re going to have to relate to them one to one. As you write your page, don’t be afraid to explain how intimidated you were to step on a board for the first time or how long it took you to land your first trick.
These are the types of facts that turn fans into loyal customers. They also help you flesh out your About page as a whole so it’s not just a list of every accomplishment and service you offer.
Take artist and art blogger Trisha Adams’ About page as a real-life example:
It’s short, but she still manages to empathize with her reader by sharing that she hadn’t learned to paint until she was 44. By sharing this, she’s using subtle storytelling to let you know that you don’t need to be a child prodigy or be enrolled in an art school to learn how to paint. As her next sentence alludes, you just need a blank canvas and sheer will.
Tip #3: Use a catchy slogan as your headline
Just as you use a clever headline to grab your reader’s attention on every blog post you create, use a catchy slogan that accurately represents your brand at the top of your About page.
As a side note, this is not your page title in WordPress (or your choice of content management system) nor the title you assign to the page’s H1 tag. It’s merely a phrase featured prominently before your brand’s description begins.
What this slogan says is entirely up to you, but it should fit your brand. It could be a nickname everyone calls you, a quick and witty description of who you are, a quote, or anything you feel would catch your reader’s attention.
Here are two quick examples from two food bloggers:
Deb Perelman of Smitten Kitchen’s slogan may be hard to miss as she uses paragraph text instead of a header, but it’s still quite catchy: “Fearless cooking from a tiny kitchen in NYC.” It gives a little insight into her cooking style, where she works on her recipes and where she’s located in the world.
Even the heading she uses before her own blurb about herself a little ways down the page is catchy yet informative: “The Writer, Cook, Photographer and Occasional Dishwasher.”
Heidi from FoodieCrush’s About page slogan is a lot more simple, but it’s a fantastic example of how catchy a simple slogan (“Hi! I’m Heidi, and welcome to FoodieCrush”) can be when it’s assigned to a heading.
Tip #4: Use brand-appropriate images
No matter how you approach your use of images in blog posts, you need to approach them carefully when it comes to your About page. That means that while high-quality stock images from sites like Pexels, Pixabay and Unsplash are fine for blog posts, they’re not appropriate for a page designed to define your brand.
Instead, use images created for your brand, not ones that relate to it. If you want to use real images, use images of yourself, your workspace and even things in your life. This is what Francesca of Fall for DIY has done for the images on her About page.
You could also use cartoon and other drawn images if you have the artistic ability or expenses to hire a graphic designer. It can even be as simple as your logo or an old group photo you have on your phone if you’re on a tight budget at the moment.
Whatever if you decide to go with, it should be uniquely yours, so much so that it’d be impossible for anyone to reproduce. There are probably at least a dozen other blogs who have used that picture of a workspace you have your eye on at Pixabay.
Tip #5: Use the right aesthetic for your brand
Squarespace and page builder plugins for WordPress allow you to create beautiful and truly unique web pages with zero coding knowledge. Unfortunately, this doesn’t mean you should let the creative juices flow and build whatever type of design you want to create.
The aesthetic, from the page layout down to the color scheme you use, should match the overall design of your site. That means that if none of your other pages have a sidebar, your About page shouldn’t have one either.
Similarly, if your site uses a white background on all of your other pages, your About page shouldn’t be plastered in pastel pink. Use a fullwidth template in Elementor (or whichever page builder you’re using), and create sections with colored backgrounds instead.
The typography you use on this page should match the fonts you use across your site as well, which should be no more than two. This provides variety in a way that encourages your visitors to look in a certain direction without overwhelming them with too many font styles to study.
In reality, your About page doesn’t need a style too dissimilar from your blog posts. A few paragraphs, images and headings to mark different sections will suffice. You can use styled sections here and there if needed, but it’s best to keep things simple and in uniform with the rest of your site.
You can see this in our own About page here at Blogging Wizard:
Its aesthetic matches our homepage, and the style is in uniform with our blog posts.
Tip #6: Use a single call to action
Finally, let’s talk about how to close your page. You should promote one of three things in a single call to action: your email list, a product (not your entire store) or a social media platform you’re active on. If you use floating social share buttons, choose your email list or product instead.
The reason why we say “single” call to action is simple. It’s where minimalism shines. By limiting your reader’s options, you can direct them to a specific action you’d like them to take without worrying about them getting distracted.
You can really maximize your conversions by utilizing the other tips on this list to enhance your call to action, such as by using the storytelling technique to build up to it.
Writing your About page is one of the most intimidating tasks you’ll undertake as you create your blog, but it doesn’t need to be as scary as one might think. You just need to take the facts you already planned on including about yourself, and combine them with what you know about the struggles of your target audience.
While this article focused on the most important aspects for you to consider, it didn’t cover a few additional things you can add to your page. They include factual things like location, contact information and a list of FAQs.
You can even combine your About page with a Start Here page to create a unique hybrid where you direct new readers to different guides, content on your site and products based on where you feel they should begin their education in your niche.