About Page Copywriting Guide
Prefer audio? Click “Play” to listen to the audio version:
The About Page is not about you, it’s about your customer. Too many businesses fall into the trap of using the About Page to focus on themselves, and it’s costing them sales. Instead, the focus should be on the customer and how you can solve their problem.
This guide is designed to give you a framework on how to write effective web copy for your About Page that gets proven results.
Section 1: The Goal
All of your web copy should be crafted in a way that guides your customers to a desired outcome, and this includes your About Page.
In the goal section, establish what your customer wants as it relates to your product/service. What are they striving for? What do they desire?
Next, outline the problem your customer is facing that gets in the way of their goal. If you’ve experienced the same problem in the past, include that here. Doing so helps the customer connect with you.
Section 2: The Empathy Story
The empathy story section is designed to position you as the guide who will help your customer get what they want. This is where you tell your story as it relates to your customers’ situation.
In a few sentences, answer the following questions:
- Why do you care about solving the problem? Write down your “why”.
- How are you similar to your customers? Describe how you understand them.
- Why can your customers trust you to solve their problem? List your credentials or a couple relevant testimonials.
Now that you’re established as an authority with empathy, present your product/service as the solution to their problem.
Section 3: The Action
As the guide, your customer is looking to you for direction and motivation. You need to compel them to act, so that they see the results they’re looking for. “You’ve got to do something if you want to solve this problem.”
Next, outline how your customer’s life will improve once they get your product/service. What results can they expect that matches their goal?
Finish this section with a call-to-action message.
We hope you found this guide useful as you create your About Page web copy. If you have any questions, don’t hesitate to contact us.