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How to Create Content that Connects: Your About Page

by Jena Coray

March 10, 2015

One of the hardest pages for a lot of us indieprenuers to create content for is our about page! It’s hard to write about ourselves, and there’s so much we could say, and could share – how do we pare it down? What’s essential? What do we include that will actually help us draw in and connect with customers?

You may think your about page isn’t all that important, but statistically speaking, it’s the second most viewed page on a website, after your main shop/services page. Why do you think that is? Because people want to know who they’re doing business with online before they buy!

Little Truths Studio custom Shopify about page design for artist and illustrator
Little Truths Studio about page design by Christine Castro Hughes

For example, take a look at the Little Truths Studio about page, which was written by our copywriter Natalia Sylvester and designed by Christine Castro Hughes. This page lets customers take a peek into the world of artist and founder Lori Roberts to understand the inspirations and motivations for her work.

Your about page really is an important one to put some time and consideration into. It’s a powerful spot to reach out to your customers in a way that helps create reassurance and trust in what you have to offer them, and the place to start building a relationship that will lead to sales!

Here are some tips on how to write an about page that does just that:

Remember, it’s not really about you

I have something to tell you that might offer some relief if you freeze up at the thought of having to write about yourself (as so many of us do) – your about page isn’t really all about you, it’s about your customers!

It’s the perfect opportunity to talk directly to them, show them you understand what they need, and share the reasons why you’re the right person to give that to them. Place your focus on connecting what you have to offer with what you know your customers are looking for.

Share the pieces of your story and background that relate to their story. Focus less on trying to describe what you do, and more on communicating why you do it. Less on how you do what you do, and more on the value and benefits your customers will receive through your work.

In short, your about page is the perfect place to start to connect. Keep that goal in the back of your mind as you’re writing, make it your mantra: connect, connect, connect. 

This is between you & I

I suggest dropping the third person formality. You’ll find it’s pretty standard on about pages, but it creates a sort of barrier between you and your customers, a distance. Go on and refer to yourself as me, myself and I (and please don’t use “we” unless there really are multiple people at the helm!). It makes your page much more personable, relatable and it’s much easier to write that way – bonus!

Your greatest asset is your YOUness, and especially if you’re a small, solo-prenuer brand, you want people to know that! This is something that will appeal to your dream customer. It’s not more “professional” or impressive to do the third person thing, and you don’t need to try to sound like a larger business than you actually are. This is about being real, honest and showing yourself in order to engage trust in your potential customers.

That can only happen when it’s between YOU + I. Those are two words that should show up a lot on your about page!

Have a conversation

Think about meeting a potential customer in real life. How would you introduce yourself and talk about what you do? How would you engage someone to see if they might be interested in what you offer, if you were face to face?

Would you lead with your education, years of experience and recognition you’ve received? Or would you start by finding a point of familiarity, of shared experience, something you have in common? Would you start by expressing interest in them?

That’s the exact sort of conversation you want to have on your about page.That’s right, it’s a conversation. Your website is your online home, so imagine your customer sitting at your kitchen table, cup of coffee in hand, and just talk to them. Be curious and considerate of their needs and desires and what may have brought them to you. 

If you make an effort to show an interest in who they are and what they need, they’ll be much more engaged and more likely to consider you the right person to give them what they’re looking for.

Show yourself

I mean this both literally and figuratively!

First off, we gotta see a photo of your face. I’m amazed at how many sites I still come across that don’t have a photo on their about page! This is an immediate connection killer. It creates another barrier, an air of mystery, a “Who is this person? Can I really trust them?” vibe.

What’s the first rule in connecting to someone during a conversation? Eye contact! Same rule applies online. Your customers want to look you in the eyes and see who they’re dealing with. It will only aid their familiarity and trust in you, which is what leads to sales!

Secondly, in the text, you want to show who you are. Share your story, share your struggles, share your passion. Get a little personal and share the human stuff so your customers can see there’s a real person behind this business, one they can relate to.

Think about what fears and obstacles you’ve had to overcome to create the business you have now…

This could be that at 45 you were finally ready to quit your soul-sucking job and take the leap into self-employment and follow your true dreams. It could be that you never could find simple jewelry that worked with any outfit, that matched your aesthetic, so you decided to create your own line. It could be that you’ve personally struggled with creating healthy habits in your life for years and once you found what worked for you, you created your health-coaching biz to share your techniques and knowledge with others.

No matter what business you’re in, there’s a story in there and it stems from a struggle you overcame, a problem you found a solution for, or a personal desire you fulfilled. Think not just about what you do and what you have to offer, but WHY. Why is it important to you? How did you get there? Those are the details that will give your customers insight into who you are and help them create a personal connection with you.

Share your skills

Towards the end of the conversation is where you can share your skills, schooling, experience, recognition received, etc. – the “proof” you have of your talent and expertise. If you share these things after you’ve worked to establish a personal connection, it will serve more as validation of your knowledge, commitment and integrity, and can become a further aid in establishing that oh so important trust factor.

If you lead with this stuff though, or if that’s all you include, like I see on many about pages, it can feel cold and empty. It’s good information to share, certainly, but it’s not engaging or personal.

People buy because of how you can help them, because of how your work makes them feel about themselves – not because you have a certain title or degree or notoriety. Establish connections first and let your reputation follow.

Some good examples from Aeolidia designed sites:

Aeolidia – the A-team has a great about page, of course! It speaks directly to our dream customers, asking questions that address the concerns, struggles, hopes and fears you may have and sharing how we can help. It talks right to you, and you even get to see the faces of the entire team and learn a bit about who we are.

Smarty Pits Custom Shopify about page for natural deodorant brand
Smarty Pits custom Shopify about page

SmartyPits – This about page shares the reason why Stacia created her aluminum free deodorants in the first place — after her mom was diagnosed with breast cancer, she learned about all of the potentially harmful side effects of aluminum in deodorants and antiperspirants. Her about page also showcases the SmartyPits team and gives a behind-the-scenes glimpse into how their products are made. It features calls-to-action to follow SmartyPits on Instagram or join their email list.

Karen Adams Designs custom Shopify about page for stationery line
Karen Adams Designs about page design by Do-Hee Kim

Karen Adams Designs – Aeolidia’s copywriter Natalia Sylvester crafted updated copy for the Karen Adams Designs home page and about page that did a better job of expressing the playful spirit of Karen’s greeting cards. This about page, designed by Do-Hee Kim, is particularly fun because it tells the story of Karen’s travels and adventures around the world that inspire her current work.

Treeline & Tide custom Shopify website for laser-cut jewelry shop
Treeline + Tide about page design by Do-Hee Kim

Treeline & Tide – Husband-and-wife team Damian and Jenn Liddiard do a great at showing their approachable, friendly personality through their about page. They begin by sharing their backgrounds in architecture and graphic design, talk about how family is at the heart of their business, and mention how they partner with One Tree Planted to support reforestation – one tree is planted for every product sold. The why behind what they do comes through well, sharing the commonalities they have with their customers, and connecting on an emotional level.

Have questions? Comments? We’d love to hear them below!

Hope that helps give you some ideas on how to craft your own about page that truly connects with customers! Just talk to them, keep them in the forefront of your mind, and let it flow.

psst: this is part of a series on how to create content that connects with your customers. Be sure to check out the first post on creating your homepage content, if you missed it!

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2 thoughts on “How to Create Content that Connects: Your About Page”

  1. What great info!! I finally took the time to write my about page last week, and now reading this, it’s time to go back and EDIT and put the you in there vs. the me!!! So many great ideas. Thank you.


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