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

Today, I'm sharing the two formulas you need to know if you want to write authentic authority building and just all around awesome about pages that'll get you more clients and customers every damn time. All right, so truth bomb. It doesn't matter what niche or industry you're working in. After your homepage, your about page is the most important supporting asset that you can possibly, possibly include on your main website. Your about page is what potential clients will visit most frequently when they're thinking about buying from you, but aren't quite convinced just yet. Because the truth is that today audiences are seeking out more than just products and services. They're seeking out products and services from brands they actually connect with and ones that share their same personal values. So your about page is your way of answering the question, yeah, yeah, yeah, but who are you really? Which is a very, very, very important question to answer be because today prospects have a ton of solutions to choose from. So even when your sales page or homepage explains every single feature and overcomes every possible objection, that alone may not be enough to get your prospect to pick you over your competition. Oftentimes, the deciding factor in a prospect giving you their business is your brand's story, mission and values, which they will find out about upon reading your about page. Yet unfortunately, many businesses today are still making the mistake of treating their about page like a tedious obligation and just throwing up a boring old bio to prove that they are in fact a real human being or a team of human beings. But I'm here to tell you that your about page is a valuable opportunity for your prospects to connect with who you are, what you do, and why you do it. Now, there are two formulas that I always follow to write authentic authority building and all around awesome About Pages that will get you more clients and customers. And in today's video, I'm breaking down both formulas for you step by step. Hey guys, what's up? It's Alex. Welcome to my channel. Now, the inspiration for this week's video came directly from the students in my live copywriter coaching program, the Copy Posse launchpad. So a few of them were asked to write about pages lately, and they asked me, alex, what's the difference between an about page for a personal brand versus an about page for an organization? Well, I thought it was such a good question, one that the rest of the Copy Posse community would likely benefit from. And that is why we're exploring this topic in today's video. But first, I want to take a moment to give my Copy Posse students and all of you. A massive shout out. This community, this channel, all of my content would not be what it is today without the questions and inspiration that come directly from you. I could not ask for a radder crew of freelancers and entrepreneurs. So thank you for being here and thank you, thank you, thank you for your continued support, suggestions and questions. So give me a thumbs up below if you're already part of the global copy posse here on YouTube and if you're new around here, welcome, welcome. I put out a new copywriting, marketing or mindset video every single week, so go ahead and subscribe below. And don't forget to ring that bell to be notified when my next tutorial goes live. All right, now let's dive straight into the two different types of about pages you might have to write about. Page Formula Number one Personal Brands now when it comes to personal brands, many start out by integrating their story briefly on the homepage itself. But it is always smart to have a dedicated about page. Now personal brands have a bit of an advantage because they can share their own personal story to establish connection and emotional resonance with the reader. When prospects can see themselves in your story, identify with your mission, and visualize their own potential for success through your personal journey, they begin to form an unknowing alliance with your brand. Every about page for a personal brand should include these six things. The first of course you knew it was coming. The Headline So the main goal here is to inspire your reader and give them an idea of what your brand, not your product, is all about. So you can write a single headline or have a main headline with a sub headline. But just remember that you want your readers to feel an immediate sense of belonging and inspire them to keep reading. So here's a great example from Marie Forleo. She shares who she is and why you should keep reading. All right, so next up is your intro. So here you want to share your mission and give the reader a clear explanation of your purpose. Explain what makes you or your brand different, unique or special and why your reader should choose to hang out with you and not your competition. So here is a great example from Jim Kwik where he quickly get it shares his passion and mission to create a smarter and more caring world by helping you reclaim your power. Alright, next up is your story. So this part will depend on your brand personality. You could write it as a story that spans your whole personal origin story and how it led you to where you are today. Or you could write it as a detailed bio that focuses on your experience and accomplishments. And because I know you're wondering. There's really no right or wrong length for how much you should include in your story. Just remember that the objective here is to present a narrative that relates to your mission and vision. So here's a great example from Vishen Lakhiani's about page where he shares his journey, starting with the early years. Next up is your method. So this is completely optional, but if the method or approach that you use in your products and services requires additional education or explanation, then here is where you could expand on it. So for example, if your brand utilizes a unique method of Ayurvedic healing and a functional, holistic approach to food and medicine, you would probably want to explain that a little bit more because while it may make sense to you, your prospects may be a little unclear on what that actually means. So here's a great example from Mona Sharma where she explains her unique philosophy and approach to healing. All right, next up is your authority. So this is where you want to include additional credibility factors like content, press or platforms you've been featured on. So for example, if you have an active blog or a social following, or you've been featured on authority sites, podcasts, or if spoken on stages, this is a great place to highlight your top features. So here's a great example from Gabby Bernstein. You can see that she showcases her books along with her appearance on Oprah, just to name a few. All right, and lastly, of course, a call to action. So you should always let your readers know what the next step is, how they can work with you, or what they can do to get started. So if you offer a range of products and services, you can feature your best one here, or offer them a free resource or invite them set up a call with you or whatever action you want them to take next. So I love this example from Jay Shetty. He finishes his about page with a simple here's how I can help section. All right, now moving on to the second about page formula that you need to know. About page Formula number two Organizations for organizations and bigger brands that aren't personality based, you need to use your about page to humanize your brand. So personal brands do have an advantage over larger organizations in that aspect. So here you need to inspire the reader with your collective mission and showcase the people, practices and values that are behind the organization. This type of about page should include these things. Yes, the first is a headline. Most organizations are pretty straightforward when it comes to their about page and might just say about us, but the header is really where you should establish Your brand vision or USP with an awesome headline. Remember, you still need to catch attention and entice your readers to actually read your about page. So here's a great example from Kajabi. They start their about page with a beautiful vision based headline. Alright, next up is the mission. So here you need to define your brand mission and give the reader a high level explanation of how your products and services contribute to it. So this is where you might challenge the status quo or call out certain problems that you see in the industry. I love this example from Liveso. Their about page clearly outlines their mission and I am so here for it. Alright, next up is your brand story. So this could be a detailed timeline or journey of how the organization was founded, how it's evolved, what it's accomplished along the way, and of course the bigger vision of what it's working towards. If the brand is driven by a public personality like a founder or a group of friends, friends or a family, then this could be where you feature the founder story as well. And when it comes to length, once again there is no standard length here. You just need to make sure you're accomplishing the goal of inspiring your reader and relating them to your brand's mission. So mailchimp has a great about page where they share their founder's story. Alright, next up is the method. Now this is where you can introduce or expand on the more unique attributes of your organization. Things like company values, working culture or a behind the scenes look at your company like this Values and Vibes section on the Flourish and Thrive Academy about page. Alright, next up is team. Numerous studies have shown that 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. So I love this about page from Yellow Leaf Hammocks which introduces you to the weavers who hand make each piece. And lastly of course a call to action. So if you offer a range of products and services, you can feature your best ones right here. Or at the very least let your reader know what the next step is for them to get started like a trial offer or to book a call with you or to start shopping like this example from Choose Love, which gives you the option to shop based on your specific needs. And just remember that no matter what niche or industry you're in or what type of business you have, your about page is prime real estate for you to reel in your customers by being real. Until next time, I'm Alex. Ciao for now. All right guys, if you enjoyed that video, make sure to check out the next one from me right here. Here. And you can click right here to get a free gift. You asked for it. So here it is, my six step formula for writing a website homepage that creates trust conversions and massive authority.