After your Home Page, your About Page is the most frequently visited page on your entire website.
Let that sink in.
In a survey by KoMarketing, 52% of respondents said that the first thing they want to see on a website is the About Page.
In other words…
Over half of your website traffic may leave if they don’t see an About Page (or don’t find it compelling enough).
Whether you’re a creative entrepreneur, a coach, a service-provider, or a product-based business, your audience wants more than just information about whatever it is you’re selling.
They also want to connect with you…
…because ultimately it’s YOU who they want to buy from.
If your About Page doesn’t inspire confidence, trust, and desire to buy —
Well, you have a problem.
The good news is that this problem can be solved, and in this blog post I’m going to share 10 psychologically-driven copywriting tips on how to write an About Us for a website.
How to Write an About Us Page Using the Power of Psychology
1. Stop Being Boring
No one wants to read a resume-like, bare-boned About Page that plainly states the facts and calls it a day.
To stand out from the crowd, you need to go beyond the obvious things on the business website checklist, like giving your mission statement and writing up a founder bio.
Your brain is significantly more likely to remember emotions than facts —
So, don’t be afraid to get more conversational and dive into the unique things that make your brand different from the competitors.
Maybe it’s sharing why you started your business in the first place.
Or drawing your target audience’s attention to the parts of your process or product that are different from what’s available on the market.
Make your About Page actually interesting to read because when your potential customers land on your website, they want to know more than just dry facts.
2. Do Your Voice of Customer Research
To write a great About Us Page, you need to know what your customers want to hear.
The truth is —
You write the best copy when you can intimately speak to your target audience’s struggles, desires, anxieties, and dreams.
And there’s no way to just magically “know” what your customer thinks and feels if you don’t do voice of customer research.
Voice of customer research is a copywriting practice that immerses you into your target audience’s psychology so that you can write words that move them from curiosity to conversion.
There are a few ways to gather voice of customer data, but my favorite ones are:
- Client and customer interviews
- Message mining
- Competitor analysis
Before you write a single word of copy, make sure that you actually have data to back up your writing decisions.
Analyze your voice of customer data and identify common themes, emotions, and thoughts to engage with on your About Page.
This way, you can ensure that your small business About Us page will actually resonate with your target audience.
3. Build Your Authority
According to research, 67% of consumers must trust the brand before they buy its services or products.
Human brains are hardwired to avoid danger — which, in this case, is spending money on unworthy purchases — and your leads flock to your About Page to be convinced that they can actually trust you.
They’re looking for proof that you won’t let them down if they decide to buy and that they’ll actually get the results you’re promising.
So, if you’re scratching your head and wondering, “What should an About Page include?”…
Don’t underestimate the power of social proof.
You can position your brand as a trustworthy choice to your target audience by showing that you’ve gotten recognition for your products or services and that you’ve had happy customers and clients.
Examples of the things you can include on your About Page to build trust include:
- Testimonials (written or video)
- Proof bars with logos of past clients
- Media and PR mentions
- Years in business
- Case studies
Focus on reassuring your target audience that they’re going to get results after buying from you.
Your conversion rates will thank you.
4. Hack Your Reader’s Brain with the Power of Storytelling
Storytelling copywriting has a strong psychological impact on the human brain and can bring incredible results to your business…
Stories are scientifically proven to cause your brain to release powerful chemicals, including dopamine, cortisol, and oxytocin.
These chemicals make you feel more invested in the narrative that you’re interacting with and, as a result, more connected to the brand behind the story.
Your About Page is a great place to share your company’s story — otherwise known as your brand story — to hook your target audience and make them emotionally connect with your brand.
5. Bridge the Gap Between Your Audience and Your Business
You may have seen some copywriters say that your About Page is not supposed to be about you.
Which probably confused you and made you wonder…
If my About Page is not supposed to be about me/my brand, then WHO is it supposed to be about?!
The truth is, this isn’t an either/or situation.
Your About Page should be about you…
…but it should also be about your customer.
A high-converting About Page effortlessly marries what you want to say about your brand with what your customer needs to hear about it to buy.
So, if you’re questioning, “What should an About Us page include”…
…the most important thing is to make sure that you’re talking about your business in a way that your target audience understands and cares about.
Don’t write self-indulging copy on your About Page.
Write copy that explains your business in a way that makes your potential customers recognize parts of themselves in your mission and values.
Your story + why your target audience should care about it = a successful About Page.
6. Craft a Strategic Structure
Your About Page is an opportunity, and you should treat it as such.
As we’ve established in this article, there should be a strong storytelling component to your About Page…
…but it should also be functional.
After reading your About Page, your potential customers started trusting you more and got inspired.
To turn your target audience’s enthusiasm into revenue, you need to place strategic calls to action throughout your About Page and navigate them to other pages on your website where they can take action.
If you’re a service provider, you may want to send your leads back to your services page or encourage them to get in touch with you via your contact page.
Selling digital products? Your About Page is a great opportunity to direct them to your shop.
And if you want to continue nurturing your leads, include CTAs to other places where they can interact with your brand, such as your podcast or YouTube channel.
→ One of the biggest mistakes that business owners make is seeing their About Page as an obligation instead of an opportunity to grow their business and improve conversions.
7. Lead with Your Unique Value
One of the most powerful things you can do on your About Page is to show how your brand is different from other businesses in your industry.
Why should your customers buy from you vs. your competitors? What do you do differently? What do you do better?
You don’t have to be shy when it comes to leading with your unique value.
Here’s a great example of how to write an About Us Page for a business from Everyday Dose, a company that makes next-generation mushroom coffee and matcha.
Source: Everyday Dose
Instead of dancing around it, Everyday Dose are direct with their words and use facts to prove their point.
They talk respectively about their competitors (ex: another popular mushroom coffee company, MUDWTR), but clearly point out things that Everyday Dose is doing better, such as using 100% fruiting body mushrooms and including collagen in their products.
(And I personally love the humor in playing with the word “mud”!)
It should be easy for your prospective customers to understand why YOU are the best choice for them…
…and your About Page is the perfect place to help them realize it.
Here’s the truth.
Even if you’re equipped with the best copywriting tips and the most comprehensive website best practices checklist, writing your own About Page takes long hours and lots of effort.
(Plus, copywriting quite literally makes your brain hurt.)
Hiring a professional copywriter is a great way to grow your business and conversion rates while you focus on other important tasks on your agenda.
Want to Write Your Own “About Us” Copy? Start Here 👇
Storytelling is an essential part of your About Page, but writing story-driven copy can actually be quite tricky.