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Anatomy Of The Perfect About Page

28 April 2020 • Filed under Web design

Only second to the homepage, about pages are on top of the list of website pages that leave my web design clients confused when it comes to crafting and arranging contents. It seems simple, right?, a quick page about you. Even if that was true (spoiler: it isn’t), most people saves the about page for last because of how insidious it feels to talk about themselves. Creating the perfect about page can be quite the mystery for most…

…Yet about pages are usually some of the most visited pages of any websites. Probably not in the top 3, but surely in any top 10. Accordingly to a study run by KoMarketing, about 52% of users want to find information about the brand from the very first moment they land on a website. Which makes the about page a very essential component of any website, and which – on the other hand – increases the pressure of creating a page that doesn’t feel too egocentric, know-it-all or narcissistic. But also, which makes the about page a very strategic space to build brand awareness during your users’ journey.

Feeling even more confused now? I’ve got answers: I’m sharing my full guide to the anatomy of the perfect about page (complete with infographic if you’re more of a visual person, just like me!), to guide you through the creation of a page that not only feels coherent, useful and never egocentric, but also strategic, purposeful and meaningful to your ideal client.

Ready?!

Anatomy of the perfect about page: website about me template infographic for small businesses

Let’s start from the basis. Here’s what a perfect about page needs:

  • An attention-grabbing introdution
  • Covering about your ideal client
  • Talking about you
  • Creating connection over similarities
  • A way to interact

Let’s dive in a little deeper…

Attention-grabbing introdution

Think “why” … not “I.”, suggests Ashley Writes – which I believe is really the essence of a powerful about page.

Start from an attention-grabbing introdution: open the page not with the stardard “I am”, but make your users stop and think “Yes, that’s me!” or “Oh, me too”. Grab their attention from the very start with a powerful introduction that speaks to your ideal client directly.

While on the content front you might want to think of any statement headline that makes your ideal client heard and seen, from a design point-of-view think large statement font compositions and powerful, evocative images.

Anatomy of the perfect about page: website about me example for small businesses introduction statement heading
Example: about me introduction statement headline

What to include?
A statement short text or headline that addresses your ideal client directly, powerful and evocative images, attention-grabbing large fonts.


About your ideal client

I know! Shocking! Your about page shouldn’t just talk about YOU. Actually, when creating this page, any YOU-centric approach should stay out of your way. Talking about yourself can be dauting for some, but come quite natural in an about page for most. In general though, probably due to the nature of the page itself, in an about page we’re usually tempted to start each and every sentence with words like “I am, I studied, I graduated, I imagine, I do…”.

But with the about page being one of the most visited pages of your website, it’s essential to think strategically when crafting your contents. Before being ready to get specific about YOU, people like to know they’re talking to someone that understands them. They want to be sure they’re using their time wisely, and choosing the right person for their needs.

That’s why before spilling out any information about you, you should make your clients feel understood. Get specific: address their needs and struggles, then reassure them by offering a solution.

What to include?
A brief (or long!) text about your client, addressing his needs and reassuring him with what you know and do best – aka your work, services or products.

How to write a powerful about page for small businesses

About you

It’s finally time to tell them who you are: include your full name, your profession, get specific about your background and always propose yourself as the expert you are. Even when talking about yourself, try and only include information your clients would benefit from (they don’t need to know about your wedding day, unless it’s a fundamental inspiration for your business). Instead focus on your qualities and experiences, offering yourself as a solution for your clients’ needs.

Anatomy of the perfect about page: website about me example for small businesses  portrait photo
Example: portrait photo + about me text

What to include?
A text about you, your full name, your profession and background, any work/personal qualities or experiences that help you serve your clients better, a picture of you (yes, it’s necessary!).


Create connection

Now that you’ve introduced yourself, why not getting a little more personal and… human? After all people like to buy from other people. They buy more easily from people they like and trust. Which is why you want to look and feel like a REAL person, with personal preferences and interests people can connect with.

Based on the grade of formality your brand needs, you might decide to get more or less personal. But try and share anything that could allow you to get a little closer to your ideal clients, whether it’s your coffee preference or a real-life experience you might have both gone through.

Anatomy of the perfect about page: website about me example for small businesses  create connection with personal preferences
Example: list of personal preferences to create connection

What to include?
Get creative! Design a fun and interesting section to get personal, create connection and be remembered by your people.


A way to interact

Let the about page be a fundamental part of your users’ journey through your website, not a dead end. Just like any other page should serve your users to deepen their knowledge of your brand and provide more solutions to keep browsing, your about page should be closed with a clear suggestion of what to do next. It could be literally anything you like, as long as it’s purposeful and strategically planned: maybe a way to get in touch and chat more about a topic you just addressed, a link to your services to find out more, a connection with other pages or recources…

What to include?
A small text and call-to-action to invite users to keep browsing or interact with your website.


And there you have it! My complete guide to build a focused, strategic and purposeful about page that will help you generate more sales and real connections with your ideal clients. Now it’s your turn: go build your perfect about page and turn it into a functional space in your website.

Now you’ve a clear idea of what goes in an about page, but what about your homepage? Go check out my Anatomy Of The Perfect Homepage Guide to be one step closer to the website of dreams >

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