Headline Introducing Yourself To Visitors

Optional subheader touching on your brand’s mission or crediblity. (This template should be used in conjunction with my guide to website copywriting.)

This is the section where you either tell your credibility-building brand story or dive into the story about your brand’s mission.

If you have a person-centered brand or a B2B brand, there’s a good chance people will click over to your About page to find out if you are “legit”.

Do you have an experienced background and proven track record?
Have you worked with recognizable brands in your niche?
Have you won any notable awards or collected other types of signals to separate you from the pack?

For most other types of businesses, the main question will be around whether or not they resonate with your brand’s vision, purpose, values, mission, background, etc.

Does this business care about what I care about?
Does this business operate in a way that I’m willing to support?
Does this business’ vision or mission excite me?

Once we know what people want to see, all we have to do is show it to them.

You want to show some social proof at or by this point on the page.

Continue your story here or provid any additional information you want to cover.

Remember, you want to try and to accomplish both About Page objectives. You want to demonstrate your credibility AND touch on your brand ethos. If you feel like people are more interested in your credibility, start with that story in the section above and then talk about your mission here in the next section.

To establish credibility, talk about what you’ve achieved and who you’ve worked with.

To resonate with readers on your core values and mission, all you really need to do is be clear and have an actual mission. This isn’t hard, and to be honest, the only way to fail is to have nothing to actually say.

You can be really straightforward with your “cards on the table”, or you can cultivate a little bit of brand mystique.

I think taking the mystique or “we’re kind of a big deal” approach is a lot riskier, especially for businesses branded around a person, but for faceless brands, it can be an effective technique.

Whatever you do, DON’T just vaguely copy platitudes from other businesses or write stuff you think people want to hear. It shows… and disengeuity is about the only way to truly screw up your About page.

Additional Proof If Possible

You really can’t have too much proof. Whether it’s a testimonial, performance data, reviews, scores, awards, or follower numbers, anything that demonstrates that you’re the real deal can help.