What do I Include on my ‘About’ Page?

We are constantly overwhelmed with choice in today’s fast-paced digitally-driven society. That’s why having a face or story behind your brand is key! Your small business represents who you are in many ways. To really engage with your audience, pull at their heartstrings and make them feel something! They WANT to know the story behind your business, and they go to the ‘About’ page for that reason.

So, we encourage you to tell your story, be an inspiration, and create a connection with your reader. Connection and relatability keep you top of mind for your potential customers.

Why do people click on your ‘About’ Page?

  • They want to know who’s running the business
  • What is the business about?
  • Is the business legitimate? 
  • Want to see if the business core values and ethics are on par with theirs 
  • They want to work for your business


How can you capture the viewer’s full attention with your “About” Page?


Be you. Let your personality shine!
Stay human and let the copywriting represent who you are. Are you funny? Professional? There’s only one of you in this world, use it to your advantage!


Do not try to sell, just tell your story.

Why and how was your business born? Storytelling and marketing go hand-in-hand. You’re trying to show the reader that you are a real person who can honestly share their story (both good and bad sides). It builds trust and makes your brand stand out. And to be honest, this is far more interesting than your sales pitch.

Explain the problem you are solving. AKA your Mission!

What problem does your business solve? Tell them how you recognised a problem or inconvenience of some sort, and how your idea, product, and service solve that exact problem. Talk about how you created success for others and the humbling lessons you’ve learned through this.

Include a photo of yourself.

Depending on your industry, make sure the photo represents who you are! This will bring a face to your brand – no longer is your business a faceless entity! Make sure you look welcoming and smile!

Add a “Call-To-Action” at the bottom.

By this stage, the reader should be fully encapsulated by your beaming personality. They want to know more – heck, they may even want to make a purchase or sign a contract!


Gently direct them to where you want them to. Here are a few examples:

  • Give me a call! Get a free consultation.
  • Send an inquiry here.
  • Book your appointment here.
  • Send me an email.
  • Shop here.

We hope these tips help you! If you need help bringing your website to life, or, with the copy on your website, get in touch with our team!

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