Jump to content

    How to create an amazing "About Us" page (tactics from a professional About Page writer)


    Businesses pay this woman $1,500 to write their "About Us" pages.

    That is Marian Schembari, and she's a copywriter that specializes in About Us pages.

    A $1,500 minimum seems like a CRAZY amount re-writing a single About Us page.  So why is Marian able to charge such high prices?

    I lured Marian to Austin with promises of cupcakes and jellybeans, then STOLE ALL HER SECRETS.

    I made Marian some nice  truth serum  tea and she gave away all the secrets to writing a $1,500 About Us page below:





    For a page with no clear ROI (unlike a sales page with obvious conversion metrics), it doesn’t make a ton of sense that you’d put a lot of time into an "About Us" page.

    That’s why most About pages suck big time.

    You know the ones... Rambling 3rd-person paragraphs listing out a company's timeline or a contractor's education.


    about page sleeping

    Don’t worry, I’ll lay out exactly how to write an About page without having to pay me $1,500.  But first, know these two things:

    1.) Your About page is often the most-visited page on your entire website.

    2.) Your story is THE content that will stay in a reader’s head long after they’ve clicked "exit".

    Organizations from start-ups to nonprofits don't pay me $1,500 and say:

    "Write us an About Page please!!!"

    No no no.....

    What these clients pay for is:

    • A story that makes journalists pick up the phone.
    • A value proposition that makes readers sign up for everything they’ve ever created.
    • An offering that makes customers request a beta version of software that’s still in stealth mode.

    Value of an about page

    So let’s dive into how to actually do this:


    Step 1.) Understand your "About Page" is often the 2nd-highest visited page behind your homepage.

    I hacked into Neville's private analytics and stole these screenshots from his account:

    about page stats kopywritingkourse

    Despite him having a terrible About Us page, people stay on the page for an average of 2min and 3seconds......since he has barely 3 paragraphs of text on his About Page, this means people are ACTUALLY READING what he's saying.

    However since he put very little effort into the page, he's missing some crucial opportunities to hook people in for life, or take an action.

    Don't be dumb like Neville and neglect the 2nd-most visited page on your website!



    Step 2.) Understand your "About Page" is often the highest "bounce rate" of any page

    Bounce Rate = The percentage of visitors to a website leave after viewing only one page:

    about page bounce rate leaving

    Think about it…

    Whether it was via a Facebook advertisement, Google search, or guest post, a new visitor has landed on your site. Cool. Congratulations!

    Now, these new readers either leave .... OR…. they click "About" in your navigation.

    And that, my friend, is a very clear, screaming statement:

    "I like what I see... Tell me more!"

    You’ve piqued their interest, and it’s your About page’s job to reel them in.

    The problem is, most people slap up a third-person copy/pasted bio from LinkedIn and call it a day.

    The result? You’ve just told that new reader: "Sorry, nothing to see here."

    And instead of that new reader devouring everything you’ve ever created, they click that terrifying "x" and explore someone else’s website.




    Step 3.) Understand it's your About Page's job to steer the visitor somewhere:

    Think about your About page as a train station—bustling with crowds, each person armed with a different destination and departure schedule.

    These visitors have one thing in common: They want to get somewhere!

    It’s your About Page's job to tell them how:

    about page helpful

    Thanks for the help Mr. About Page!

    Sadly a lot of people treat their About page like an abandoned station with a boarded up ticket window.  This sad and abandoned About Page is telling visitors they’re in the wrong place and to get off at the next stop:

    about page sad

    Awww Mr. About Page is depressed and not being helpful at all 😞

    As you can see, a great About Page can be the difference between a quick visitor exit and a newly obsessed fan.

    So how do we turn your awkward third-person text fest into a sticky page that leads to more press opportunities, subscribers and rabid fans? By knowing the "anatomy" of a good About Page:



    Step 4.) Understand the Anatomy of a good About Page

    Essentially your About page has two jobs:

    (1.) Get new readers excited to have found you.

    (2.) Send them to the right place.

    There are a million creative ways to format your About page, but there are a few sections I consider for each page I write:

    1. A Value Proposition
    2. A Day Dream
    3. A Differentiator
    4. A Story
    5. An Offering
    6. A Call to Action

    I like this order, but you can mix and match in a way that works for you. This "Anatomy of an About Page" contains everything I put into about pages I write that cost up to $1,500....so pay close attention and take notes!


    anatomy of an about page

    Let’s go through each section, then walk through some examples.

    Here are the different parts of an About Page.....



    PART 1.) The Value Proposition:

    A value proposition is just a fancy way of answering the question: What is unique and desirable about you?

    That’s it.

    It’s usually just a sentence or two, and works great as an introductory headline. When you use this headline on your About page, you also avoid the dreaded (and completely overused) headline: "About Us."

    Your headline doesn’t need to be catchy or clever or "punchy". It just has to encapsulate what you do, how you’re different and why people should keep reading.

    Here are some example Value Propositions:

    • "Life coaching for people who give a shit" (Liz Goodchild)
    • "A marketplace where people connect to make, sell and buy unique goods" (Etsy)
    • "Tools to grow your website’s traffic" (Sumome)
    • "A marketplace for accomplishment" (Thumbtack)

    For every page I write, I brainstorm at least 25 headlines. And I do this last.

    I’ve found the best stories reveal themselves throughout the writing process and it’s easier to come up with something clear and unique after writing the rest of page.

    But that’s what works for me—you do you.



    PART 2.) The Day Dream:

    about page day dreaming

    How will your reader’s life be different when they buy/read/subscribe? What does that perfect life look like?

    You’ve likely seen sales pages feature this tactic with the words, "Imagine if…"

    For example:

    • Imagine if you could take your dog anywhere, without worrying he’ll bark at old ladies on the street.
    • Imagine that going to work felt as magical as Christmas morning.
    • Imagine making a full-time salary by selling your jewelry at renaissance faires.

    These stories don’t need to start with the word "imagine," but it’s helpful exercise. You can cut the first few words once you’re done:

    • Take your dog anywhere, without worrying he’ll bark at old ladies on the street.
    • Going to work every day will feel like Christmas morning.
    • Make a full-time salary selling your jewelry at renaissance faires.

    Now write a short paragraph, including pain points, to really make that big idea resonate.

    For example:

    When you first brought Fido home, you imagined taking him everywhere… sitting at your feet while you worked from a coffee shop, running along the beach… but your dreams were quickly dashed when you realized Fido couldn’t go ANYWHERE without barking his cute little head off at every person he saw. You cringe every time you think about that one time he knocked over that patio table, spilling coffee all over your laptop.

    Isn’t that so much better than starting your page off with, "I am a seasoned dog trainer with 12 years experience at the Harvard School for dog barking. I will help train your dog for $50. Call me plz."



    PART 3.) The Differentiator:


    I once had a client who, when I asked what made her different from every other yoga clothing store, said, "Well, I started business to be like other yoga apparel stores."

    Instead of backhanding her over Skype, I raised my eyebrows and asked, "Did you really? Why didn’t you just get a job there? Why start a business that already exists in 1000 different incarnations?"

    "Well, I love the buying process. And a lot of those stores say they stock organic products or Fair Trade fabric, but they don’t. Turns out, most of them sell over-priced wellness products that are actually bad for you."

    Now we’re getting somewhere.

    Personally, I started copywriting because I got a headache from all the eye rolling I did while working in tech. I hated when these well-funded, "innovative" tech guys played it safe on their websites, shying away from Human Speak in favor for generic corporate language (HELLO!? Aren’t you supposed to be disruptive"). That’s why, on my About page, I tell a story about when an old boss told me that "personality wasn’t a brand value."

    Because I share that story, almost every new client brings it up during our first session. Every single one of them hired me specifically to add an emotional story their copy, too.

    This tactic works in every industry.

    • House cleaner? Your differentiator might be your homemade cleaning products.
    • Dog trainer? Yours could be an extensive knowledge of canine body language.
    • Renaissance faire jewelry designer? You combine Pinterest trends with necklaces modeled after real pieces in the British Museum.

    We ALL have experiences that makes us uniquely qualified to do what we do. Your About page is the place to share that.

    Draft this section by asking yourself: "What pisses you off about your industry?"

    A photographer might say, "I hate how everyone thinks their cousin can photograph a wedding. It takes a ton of expensive equipment and years of training to develop an eye for capturing deep emotions."

    Now that’s a compelling message. Why not write something like...

    Here are a few other questions to help you brainstorm:

    • How is your approach different?
    • What do you offer that competitors don't?
    • What drives you crazy about your industry?
    • What part of your industry do you want to see changed?
    • Why did you start your own business instead of getting a job with someone else?



    PART 4.) A Story:

    about page story

    NOW—and only now—is when we include more about you. Talk about your mission, your work history, your awards or your personal story.

    I’m a big fan of getting vulnerable here, even if you run a 100-person start-up in Silicon Valley. While, sure, "No one cares about you, they only care about themselves," (thanks Nev), that’s only true if you tell your story like a robot. As humans, we constantly hunt for connections to our own lives.

    Let’s say you want to get back into shape, but you’ve taken "Netflix and chill" to a whole new level. You decide to hire a personal trainer and get two recommendations from a friend.

    1.) One is a marathon runner who’s been obsessed with running his whole life.

    2.) The second struggled to get off the couch for years until finally losing 112 pounds and running his first marathon. He talks about his own struggles with laziness and how he conquered them using straight-forward goal setting and 15-minute morning routine.

    I haven’t told you anything about their skills, just their stories. But you already have a first choice, don’t you?

    If you get personal, you will retain more visitors and attract more of your perfect customer.

    To help you write this section, use these prompts:

    • Why do you want to help?
    • How did you get involved in this industry/project/topic?
    • Have you experienced this problem before?
    • What questions do clients ask you all the time?

    NOTE: Do not—under any circumstances—write this in the third person. Use "I" or "we" only.

    If you can’t use first person throughout the page, try writing a letter from the CEO here. Huckberry and Groove both do this successfully.



    PART 5.) An Offering:

    Think back to the last time you discovered someone new online….

    Maybe you Googled "puppy obedience" and you found someone who—FINALLY—provided a training schedule broken down by priority and training duration.

    Her About page talked about her story and experience, followed by an easy way to start absorbing her content and services. She linked to her most popular training videos, a free training calendar download and a quick overview of her online training program.

    You clicked "open in new tab" left right and center.

    Your page should make your readers feel like they’ve just stumbled across the internet’s best-kept secret.

    The Offerings section is a stylized table of contents that helps new readers learn about you while also tackling their biggest problems.

    You could include:

    • A blurb and button to your top 3 services.
    • A list of popular blog posts.
    • Images and links to your bestselling products.
    • Upcoming events

    Before you get overwhelmed, ask yourself: "What ONE thing do you want readers to do after reading your About page?" (Take "grow my list" off the table for a minute, because we’ll go into that later.)

    For my company, I want people to check out my signature offering because it’s a good entry point for retainer clients.

    My yoga apparel client wants new readers to shop—so we feature photos and links to the top products on her site.

    It’s okay to have a few offerings listed here. That yoga client also includes links to her most share-worthy blog posts for those readers not quite ready to buy. Unlike a sales page, you can have a few different off ramps for readers. If you do this well, they’ll explore them all.


    PART 6.) A Call To Action:

    Outside of your biggest offerings, you should end on a final call to action. Ideally, this would be an email subscription form.

    I have a pop-up, hello bar and footer opt-in offer, but the form on my About page converts at a significantly higher rate.


    Because these are super warmed-up leads who I’ve just convinced I’m worth listening to.

    So if you have a list, here’s the place to promote it.


    You're done!

    If your About Page is complete, you will have an About Page that will be grabbing customers by the hand, pointing them where you want, and saving that valuable traffic!

    About Us Page Man

    Download this "About Us" Page Guide:

    Click here to subscribe

    -Download as PDF, Word, or Google Doc-

    -Keep this whole post in your files-

    -Share with colleagues-



    Neville, Marian, and About Page Man


    P.S. In the comments leave a link to your own About Page (or one you think is awesome). Just maaayybe Neville, Marian, and About Page Man will take a look at the page and leave some suggestions 😉

    P.P.S. If you need some about page inspiration, here's a free collection of about pages to browse.


    User Feedback

    Recommended Comments

    Guest Neville


    Hey Christine, I would first focus on launching your business before spending too much time on an About Page.

    They are more important for established businesses who have traffic and customers. Focus on those two things first, THEN write an About Page!

    Link to comment
    Guest Neville


    Hey Reuben, I think the problem is at the end of the story you don't tell people what to do.

    For example maybe point them to your product pages at the end, or send them to a popular article. That might salvage a lot of people who just "bounce" from your About Page!

    Link to comment
    Guest Neville


    Hey Petar, I see one cardinal sin on your about page...you don't POINT people anywhere at the end of the page!

    I think towards the end you should have some text like "See the details of our toothbrush here -->" which directs people to another page on your site.

    I read the About Page and it left me hanging. Send me somewhere!

    Link to comment
    Guest Neville


    Hey David, like a lot of other sites here, your About Page fails to POINT me somewhere at the end. It simply "leaves me hanging" after I read everything!

    Maybe point people to your training at the end? Like: "Ready to get started with Oracle? Start with our Beginners Guide to Oracle -->"

    Link to comment
    Guest Neville


    Hey Justin, if your goal is to get people to fill out that form, then it does a great job!

    The Call To Action is what most people are missing on their About Pages, but you definitely have yours in place.

    Link to comment
    Hey Neville, I appreciate you taking the time for feedback! Many thanks...
    Link to comment
    Guest Matthew Keefe


    Hi Neville & Marian,

    Great article, i've always secretly known the about page of a site is near most important, but oddly left it for a random Sunday afternoon to build. Simply put, I need help with it! Do check it out and any feedback (more blunt and no-filter) the better! http://www.coderman.net/about/

    Link to comment

    Hey Neville & Marian,

    Great piece, i'm going to start this evening restructuring my about page, have a look at it so far, any tips you can offer would be great - http://www.grillsandspills.com/about/

    I do need to add a call to action, I know that much.

    Stay Awesome x

    Link to comment
    Guest justin thomas


    http://mediatracks.com/about/ - I work for this company now helping them with digital/inbound marketing and it's certainly an uphill battle trying to get 'old school' people to adapt to their modern clients, instead of hoping for things to go back to the way they were in the early 90's. I can see right off the bat, the About page goes nowhere and is so dry and boring that, despite being our second most visited page, has the highest bounce rate.

    Whats a good change I can implement right away? I know I'll be rewriting that copy today. Thanks for the helpful post!

    Link to comment
    Guest Marian Schembari


    For me, your About page doesn't get doing until you say this: "And this blog will show you how you can unlock that feeling and bring real positive change into your life."

    That, with a bit of tweaking, can be your headline: "Unlock your 'next level confidence' and bring positive change to your life."

    Everything that comes before that is warm-up—a mistake most people make, even me, when writing a first draft.

    Link to comment
    Guest Tom Sharp


    What do you think to the viability of starting a small business that offers to re-write bad copy by cold emailing the business owners and pointing out their weaknesses, whilst providing some 'copy and paste' alternatives? These can then be developed into paid jobs for more extensive, re-occurring jobs.

    I've seen so many badly written and formatted webpages for websites that are clearly put together by people who have not put much thought into that part of their business, that there must be a side-hustle to be had somewhere along these lines. Anyone else ever done anything like this?

    Link to comment
    Guest Marian Schembari


    Okay, I LOVE that you started your page with a testimonial. It definitely makes me want to keep reading.

    I like the layout, but it feels a little text heavy. For ease of reading, using simple formatting rules in the sections where you have a lot of story:

    - Bolded phrases

    - Pull quotes

    - Subheadings

    - Photos

    You already do a little of this, which is great, but my brain immediately went into overwhelm when I clicked, so it could use a little sprucing by a designer.

    Personally, I HATE scrolling navigation menus, as they make the actual copy hard to read. People know where to find your nav. Axe it if you can.

    At the end of the day though, it all comes down to your call to action. WHAT SHOULD I DO WHEN I'M DOING READING? Mentioning it in simple body text isn't enough. If your newsletter really is good and hands out free stuff, tell me exactly what I'll get and make it pop.

    Link to comment
    Guest Marian Schembari


    You know, I actually really love the layout of this page. It's short and sweet and gives me something to think about. It's definitely missing the more emotional piece of what you offer and I'd love some actual photographs to illustrate this process (or, even better, the results!).

    I also think the first set of illustrations focus more on features, than benefits. Pull out the main points into each headline:

    "Diminish the appearance of cellulite"

    "Get rid of scaly skin"

    "Improve skin texture"

    These speak to my pain points better than "cellulite treatment".

    Link to comment
    Guest Christine


    Ah thanks for that! I'm over here scrambling to write an about me page haha
    Link to comment
    Guest Marian Schembari


    Hey Martyn,

    After reading your About page (and nothing else on your site) I still don't know what you do or how it impacts me. I'm a HUGE fan of incorporating personal story on your site, but it needs an anchor in MY pain points, MY problems. What can I say, I'm selfish like that.

    What will readers learn on your site?

    Why should we stick around?

    How is your approach different?

    Where should they go next? (you know this one already)

    Link to comment

    Thanks Neville and Marian

    Awesome information!

    Even though I've done a lot of copywriting in the past, I have to admit that I've gotten lazy and have basically considered about us pages as an afterthought.

    NO MORE!


    Link to comment
    Guest Marian Schembari


    What Neville said. I'd also change up that main headline so it's more emotional. Pet services is an inherently emotional industry and I really love this line: "Our goal is to provide your customers with practical surgical alternatives within your veterinary hospital that deliver positive outcomes."

    Can you change your headline from "About Us" to "Practical surgical alternatives for your pet hospital"?

    That gives us an immediate understanding of what you do and implies that MOST surgical alternatives aren't practical. Win-win.

    Link to comment
    Guest Justin Harper


    Hi Marian,

    Thanks for the comments. Are you suggesting to change the headline at the top of the About us page or change the About tab on the main website page to"Practical surgical alternatives for your pet hospital?"


    Link to comment

    Create an account or sign in to comment

    You need to be a member in order to leave a comment

    Create an account

    Sign up for a new account in our community. It's easy!

    Register a new account

    Sign in

    Already have an account? Sign in here.

    Sign In Now

    • Join 55,000+ people getting our newsletter

      nev-and-logo-going-into-email (3).gif

      - Get notified of new posts -
      - Get weekly S.W.I.P.E.S. Email -
      - Get a free masterclass in copy -
      - People love our emails, see testimonials -

    • Create New...