Your “About” page is one of the most important pages on your website, and one of the most visited.

It provides the background to who you are, what you do, and why you do it. It should be a warm, welcoming place where you show yourself, and reveal your personality and values.

The “About” page is the soul of your website and business. It is the section of your site where people go to find out more about your website and to find out why they should be on your website.

“About” pages are not only read by new website visitors who want to understand where they have come. Regular visitors often view the “About” page to learn more about the site they regularly use.

People who want to work with you commonly read your “About” page too. This can be bloggers or journalists who want to interview you, advertisers, job seekers, etc.

If you don’t have an “About”, “About me” or “About us” page on your website, make sure to add one right now. It is often the second most visited page, after the home page. You don’t want to waste this traffic. Make sure you have a great About page, that is strategic to your business goals. Don’t cobble something together by random. The “About” page is far too important.

If you make a killer “About” page, you will convey expertise and authority as well as trust and personality at the same time. It helps build your personal brand and make you come across as a true expert in your industry.

But here is the big secret:

You might think the “About” page is about you. This is a big mistake. It isn’t. The “About” page is about the person who read it.

And so, the “About” page should not only be focused on you. It should mostly focus on your potential customers, the problem or pain point they have, and how your product or service can help create a transformation that solves the problem. In short, your readers want to know how your site will benefit or interest them. What’s in it for them?

The “About me” or “About us” page should build empathy and make the visitor feel he or she has come to a place where he can get his or her problems solved. The readers must feel you can help them solve their problems.

But the “About” page is partly about you, too.

Tell the story of your professional journey. Explain how you got to where you are today. What aha-moment did you get, or what obstacles did you overcome?

What is your big why? Why do you do this, and what are your values and beliefs?

Include a photo of yourself, or even better, a movie where you introduce yourself. This helps your audience connect with you. It doesn’t need to be fancy. But it has to be genuine, and you must be yourself. This is a great place to show your personality and passion.

In a time of fierce competition in almost every industry and niche, you, your personality and your values may be the most important differentiator. With hundreds of similar products or services being offered, the essence of you might be the most important factor in the purchase decision.

Try to address any objections if you can.

Do you have any credentials? Perhaps you have a Ph.D. degree, wrote a book, or were a speaker at a seminar? Make sure to add any credentials you have to the About page! The same goes for social proof. Do you have any testimonials? A couple of testimonials can help boost your credibility a lot.

Just to be clear here: You earn credentials and social proof over time. Don’t ever make them up. But that is a given, right?

The “About” page should have a benefits-oriented headline or sub-headline, and the copy should contain a story. Paint a pretty picture for your readers to enjoy.

The headline or sub-headline should explain what you do or what you offer in less than a couple of seconds. Keep it clear and concise. Try to connect with your audience using a conversational tone and evoke emotions in your copy. Don’t only explain what you do, but also why it matters.

Make sure the “About” page contains at least a primary and a secondary call-to-action (CTA); for example, asking readers to register for a free lead magnet. The CTA should be visually striking, often a button in strong signal colors, and have an actionable text like “Download now”, “Enroll now”, etc.

These are the components of a great “About” page. Now, make sure to add one to your website!

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