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    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


    Bahahha, perfect timing then! Glad to provide a guiding hand Max.

    P.S. There are several inappropriate easter eggs in this article ;-)

    Link to comment
    Guest Bruce Paulson


    Thanks Neville! I appreciate the review. I installed a call to action "Get Started Now" button and I'm working on getting some numbers up.

    And, of course, I can end this comment without saying thanks for recommending The Boron Letters. I printed them out and re-read them frequently.

    Link to comment
    Guest Benjamin McGowan


    I really want to explore becoming a copywriter here in the UK. I'm married with kids, 30, stuck in a dead end job and slowly losing hope of ever doing something I actually enjoy. I've always excelled in writing always the school, I love writing now albeit just for fun. I have no experience or higher education in writing and currently earn 30k a year doing a mind-numbing job. Is it worth the change and effort financially and also personally? Please help Nev!
    Link to comment
    If the company is online based, how would you phrase that in the about me page? Is it necessary ?
    Link to comment
    Guest Behind the Scenes of a 6-Figure Online Business


    […] Neville’s “About Us” page post […]
    Link to comment
    Guest Working to Write and Writing to Work - Write Mix for Business


    […] when making his About Page, Nev says he is trying to do the all-time best About Page. One reason is so he won’t have to do the work twice. Right? […]
    Link to comment
    Guest Monica | A Mother Loving Mess


    I love this post! It was so helpful in trying to understand what makes a good about us page. This is what I have so far

    http://amotherlovingmess.com/about-us/. Mind giving me feedback? I'm going to grab your swipe file too. Thanks so much for sharing all this valuable information.

    Link to comment
    Guest Razia


    Nice tutorial,

    It makes a lot of sense.

    I think I have to redo the page. It's not really working :|

    Link to comment
    Guest Tools for publishing and monitoring your social media networks - ITPN-005 - IT Provider Network


    […] Us” page.  Neville extracts all the golden nuggets from Marian Schembari in this post  How to Create an amazing “About Us” page (tactics from a professional About Page […]
    Link to comment
    Guest How I Successfully Launched My Blog in 30 Days - Aroma Mama


    […] Even though the course covered everything I needed to launch my blog, I  really struggled with writing my “About” page. I don’t know how anyone can find it easy to write about themselves knowing that the About page is the 2nd most visited page on a blog! So, rather than rush it, I decided to do a little more research for my “About” page and found a really great article that helped me out. If anyone is struggling to write their “About” page, then I highly recommend this article: How to create an amazing “About Us” page (tactics from a professional About Page writer)  […]
    Link to comment
    Guest Living Well Laugh Often


    I have written my about page, please excuse the mess my site is still under construction and have to get back to the technical side and also to writting as a balance since I can be well stuck on the tech side but can you offer any feedback on my about page ? Here it is www.livingwelllaughoften.com Thank you ♡
    Link to comment
    Guest Hoe je via de over-ons pagina gaat verkopen -


    […] je nog meer weten over de Over ons pagina? Kijk dan ook eens op deze pagina, voor echt handige […]
    Link to comment
    Guest Jessica Hansen


    This is an amazing tutorial! I am going to go re-review my about page!


    Link to comment
    Guest Ravi


    This is super helpful! I just used the exact guidance and outline from your post to re-write my About page in about 90 minutes. Check it out here: raviraman.com/about/

    If anyone has additional tips for making it even better...I'm all ears :)

    Link to comment
    Guest Steffen


    That was a great tutorial! It changed my mind about how to write my About page completely, thanks for that.

    I am just wondering - with all the content that the About page contains, is there a need to have a Start Here page, too? I had planned for one, but now I am not sure anymore. There is a lot of great advice how to write such page online, and I think it overlaps a lot with what should be on a great About page.

    Link to comment
    Guest Monica


    Hi Neville!

    This had to be the BEST tutorial for writing a great About Me page. It's been less than 2 months since I started blogging and I just made my website live. My About page still needs work but is better than it would have been. If you get a chance to take a look please let me know what you think.

    Link to comment
    Guest Nicole


    Thanks for sharing this!! I'm in a Facebook group for copywriters and a bunch of people were raving about this post - it's a great read! I always struggle to write about myself more than others, so I appreciate the tips. I'm trying to make my website work better for my business and I think I'll implement some of your suggestions in the About page to see what I can do!
    Link to comment
    Guest Ash Waechter



    Two problems with what you're proposing.

    1. People don't like to have their website critiqued or criticized by complete strangers

    2. People who have lousy copy on their websites simply don't care or don't have the money to make it better.

    Spend your time, money and effort on people who actually DO have good copy. They are always looking to make it better. Those are your real prospects. Trust me, I've been there. I learned a lot from my cold e-mailing experiences.

    Link to comment
    Guest Ash Waechter


    Great article about writing an about page. I'm in the process of redoing my website, so this article about writing an about page came in handy.

    I'm in the process of writing my about page. Here it is http://freshsalescopy.com/about/

    Link to comment
    Thanks Marian! Only took me a year to see you replied lol. Anyway, sounds like good advice. Maybe I'll give it a try.
    Link to comment
    Guest Julie Spears


    So glad I came across this! My about me page is horrible! I mean it. Just awful!

    I knew I needed to get something on there so I came up with some rambling nonsense.

    Now I can see what steps I need to take to make it worth reading.


    Link to comment
    I recently read this article, and then wrote an About page for a customer, applying ideas from the article. Customer feedback: five stars! :)
    Link to comment
    Guest Donna


    This is wonderful advice. I'm off to start implementing it. Thank you!
    Link to comment

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