Your homepage could seize all of the glory, however knowledge from a whole bunch of Google Analytics accounts exhibits the following cease for many guests is the About web page. So why does it really feel such as you abruptly overlook how you can communicate human if you sit down to put in writing one? Confronted with that blinking cursor, you’re not alone for those who surprise, “How do I speak about myself with out sounding like a résumé stapled to the underside of a gross sales flyer?”
We’ll allow you to in on just a little secret: Nobody is searching for a Pulitzer-worthy autobiography. They’re searching for the real-person story behind your small business: why you began, what drives you, and perhaps just a little bit about how one can make their lives higher. That’s it! Nail that, and an nameless clicker turns right into a buyer who looks like they simply met a founder, not a brand.
On this information, we’re breaking down the straightforward constructing blocks of a trust-boosting About Us web page. We’ll additionally tour a dozen examples you’ll be able to steal concepts from and discover some copy prompts (plus just a few AI shortcuts) that can assist you energy by means of author’s block. Prepared to show that intimidating clean display into your website’s welcoming meet-and-greet? Let’s get began.
What an About Us Web page Truly Does
Consider your About Us web page because the digital model of a “good to fulfill you.” In examine after examine, it’s one of many first clicks guests make after your homepage —typically the second-most visited web page on a website, in keeping with Google Analytics knowledge.
So what does that visitors truly do for you?
| Why Guests Click on | What It Does For Your Enterprise | How To Capitalize On It |
| Intestine-check belief | Places a human face to your model and reduces perceived danger | Use actual images, founder quotes, and mission statements written in plain English |
| Check relevance | Exhibits you “get” the shopper’s downside, nudging them deeper into the funnel | Lead with a worth proposition framed across the customer, not your résumé |
| Sign search engine marketing | Naturally incorporates long-tail model key phrases and will increase your topical authority | Embody concise metadata and schema for group in WordPress |
| Help conversions | A robust About web page can raise total conversions by giving hesitant consumers the push they want | Finish with a low-friction name to motion (CTA), like a demo, publication, or product quiz |
The underside line: Ignoring your About Us web page is like exhibiting as much as a networking occasion and refusing to shake fingers. However get it proper, and people additional clicks translate into measurable belief, longer dwell time, and extra gross sales.
Anatomy of a Belief-Constructing About Us Web page
Beneath is a six-part blueprint you’ll be able to drop straight into WordPress and customise in a day. Every factor stacks intentionally, transferring a customer from “Who’re you?” to “Shut up and take my cash!”
1. Hook or Headline
Why it issues: Stops the scroll. For instance, “Turning thrift-store finds into assertion items since 2018.”
Easy methods to construct it: Borrow a confirmed copywriting components like “Ache-Agitate-Answer” and communicate to the reader’s purpose, not your ego. You may even draft just a few choices and A/B check them to land on one of the best one (extra on that later on this article).
2. Hero Picture or Micro-Video
Why it issues: Faces set off neurons that immediately appeal to fellow people and enhance our belief.
Professional-tip: Shoot a five-second GIF-style loop in your telephone (you packing an order, roasting beans, sketching code, and many others.) for a micro-video that’s low-budget but efficient.
3. Buyer-Centric Worth Proposition
Why it issues: Immediately clarifies the “What’s in it for me?”
Easy methods to construct it: One or two sentences that begin with a verb and embody a tangible end result (for instance, “We construct WordPress websites that load in beneath one second and rank on web page 1”). Comply with that up with one bullet row of quick-scan proof factors, likehow a few years you’ve been in enterprise, what number of tasks you’ve shipped, your five-star evaluations, and many others.
4. Your Founder or Origin Story
Why it issues: Tales activate 22x extra areas of the mind than info alone.
Easy methods to construct it: Use the Pixar framework in three brief paragraphs: As soon as upon a time… / Till sooner or later… / Ever since then… Hold the highlight on the issue you clear up, not the medals you’ve gained.
5. Social Proof Stack
Why it issues: 73% of consumers say manufacturers have a duty to behave for the larger good, exhibiting they care concerning the values and beliefs of the businesses behind merchandise.
Easy methods to construct it: Combine testimonial snippets, belief badges, and “as seen in” logos, however restrict your social proof to round 5 objects at most to keep away from visible muddle, and hyperlink every brand to its supply for authenticity.
6. Clear Name to Motion
Why it issues: Guests want the following step whereas your story is recent.
Easy methods to construct it: Use a single major CTA button. Place it above the fold and after the story so it’s at all times inside attain on cellular.
11 About Us Web page Examples That Nail It
Need to write your About Us web page like a professional? Skim these examples to study from a number of the greatest.
1. Yellow Leaf Hammocks
Yellow Leaf Hammock opens with a strong video, then sells clients on the story of empowering artisan weavers —mission first, product second, after which a delicate store CTA.
Key takeaway: Lead along with your mission, particularly for those who’re altering the world.
2. Hiut Denim Co.
A town-revival story (“[Cardigan] is making denims once more”) plus candid manufacturing facility photographs show function and craft in a single scroll for Hiut Denim Co.
Key takeaway: Inform a place-based story if your small business has sturdy hometown roots.
3. Pipcorn
Pipcorn leans into their origin story, with a brief “Shark Tank to Oprah” story and ingredient data to maintain their About web page snackable and credible.
Key takeaway: A tiny timeline can provide large proof in case you have a viral product or an organization that blew up rapidly.
4. Blueland
Blueland encompasses a household photograph from the corporate’s founder, plus a personalised message that features some scary stats she realized that impressed her to start out her sustainability-minded startup.
Key takeaway: Stats can inform a narrative,particularly for those who personalize them.
5. Wistia
Wistia retains issues candy and easy. There are not any gimmicks right here,only a easy mission assertion and a easy story of the corporate’s roots.
Key takeaway: Don’t overthink it! Your mission ought to shine in your About web page, so put it entrance and heart.
6. Basecamp
Co-founder Jason Fried narrates a failure-to-fix story. Informal typography and doodles preserve it human, not company.
Key takeaway: Telling your story in first-person makes it sound like a chat with a buddy, no more corporate-speak.
7. Assist Scout
Assist Scout prominently encompasses a one-line, customer-centric mission adopted by a giant hero picture of its distant crew gathered collectively in a enjoyable location —belief and transparency in a single scroll.
Key takeaway: Present the people.
8. Bombas
Bombas’ well-known “One bought = one donated” sits on the prime of the web page, which tells the corporate story and hyperlinks to an Affect Report the place clients can see how their purchases have funded a lot change.
Key takeaway: If your organization is mission-based, lean into it with a cause-driven hook.
9. Bark
Massive copy, like”make canines as pleased as they make us,”plus goofy canine GIFs mirror the model’s playful voice.
Key takeaway: Mirror your viewers’s pleasure.
10. Warby Parker
Warby Parker’s About web page is in depth, but it surely frames (pun supposed) the entire web page round one downside —overpriced glasses —after which exhibits how the corporate’s “purchase one, give one” mannequin fixes it.
Key takeaway: In case your model solves a giant downside, use your About web page to name consideration to it.
11. Ugmonk
Founder Jeff Sheldon opens with a brief parable, intersperses studio images, and finishes with a publication opt-in.
Key takeaway: Inform a micro-story to seize guests’ consideration (and don’t let it go till they get to the tip of the web page).
Prepared to start out? Decide one takeaway from this checklist that resonates with you and plug it into the anatomy guidelines from the earlier part. Iterate one factor at a time to maintain the method mild, quick, and authentically you.
Get Unstuck When Writing Your About Web page
Author’s block doesn’t care how thrilling your origin story is. Kick it to the curb with these quick-start prompts and AI writing instruments, all designed that can assist you fill a clean web page in minutes.
5 Prompts To Spark Actual-Speak Copy
1. Origin-Story Mad Lib
Copy this body: “Again in ___, I used to be annoyed by ___, so I made a decision to ___. In the present day our clients get ___.”
Substitute the blanks in a single go — no enhancing allowed. That’s the entire great thing about Mad Libs. Earlier than you hit publish, although, learn it out loud to your self. If something sounds stiff, go forward and chop it.
2. Day-in-the-Life Mirror
Record three issues your greatest buyer wakes up with. Subsequent to every, write how your product removes the headache. Flip the checklist right into a “We get it” opening paragraph in your About web page.
3. Earlier than-and-After Snapshot
Decide one buyer photograph or testimonial. Use it to encourage you to draft two sentences: life earlier than your services or products, and life after your services or products.
Then, use that buyer photograph or testimonial because the hero or headline in your About web page. Your two sentences can both be the hero photograph caption or the opening paragraph.
4. Three-Electronic mail Check
Faux a buddy despatched you an e-mail asking what you do. Draft an informal reply (75 phrases, tops). Paste it into your About web page. You may give it a little bit of polish, however don’t spend a ton of time enhancing or overwriting.
5. Overview Remix
Copy a five-star assessment from Google or Etsy. Spotlight the phrase that nails your worth. Open with that quote, then add, “Right here’s why this issues…”
3 AI Helpers To Pace Issues Up
1. DreamHost Liftoff Web site Builder
DreamHost’s AI web site builder generates a WordPress website (copy + photos) in 60 seconds, after which allows you to tweak contained in the block editor.
To get began: Set up with only one click on by way of the WordPress Set up Assistant within the DreamHost management panel.
2. ChatGPT
This free-to-use AI can increase bullet factors, counsel headlines, or assist you to tighten up your copy.
To get began: Paste one immediate (for instance, “Rewrite this in a pleasant, Eighth-grade studying degree”). From the output, preserve the components that sound such as you, and delete the remainder.
3. Jasper AI
This AI software has marketing-focused templates for bios, taglines, worth props, and extra, plus you’ll be able to regulate settings to fine-tune your model voice.
To get began: Open the Skilled-Bio Generator template, feed it 3–4 info, generate three variants, and mix one of the best traces.
About Web page FAQ
How lengthy ought to an About web page be?
Lengthy sufficient to reply “Who’re you and why ought to I belief you?” Meaning it is best to intention for round 600 phrases plus visuals, however some manufacturers have longer tales, and that’s OK.
Do I’ve to indicate my face?
Images enhance credibility, however a well-shot product or workspace picture can do the job for those who’re camera-shy.
First or third particular person?
For solo founders, first particular person feels genuine. For rising groups, first-person plural (“we”) works positive. Simply keep in step with no matter you select.
How typically ought to I replace my About web page?
Should you embody statistics, test in quarterly to ensure they aren’t outdated. In any other case, preserve issues like crew images and firm milestones present —say, every year or so.
Can I let AI write the entire thing?
AI drafts are an excellent begin, however readers discover when your copy feels generic. Use AI for construction, however add your personal voice earlier than publishing.
Let DreamHost Assist Good Your About Web page
You understand what’s subsequent. Lead with a mission headline, again it up with a human story, present proof, and end with a transparent subsequent step. Hold it quick, accessible, and at all times evolving by means of data-driven tweaks.
Want a head begin? DreamHost can spin up a WordPress website (About web page included) in beneath a minute, and each internet hosting plan comes with 24/7 assist plus site-speed and search engine marketing guides to maintain your story loading lightning-fast.
Able to construct an About web page that truly makes guests care? Discover internet hosting plans (all with AI web site builder included).
Professional Providers – Net Design
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