How to Write the Perfect ‘About’ Page – Ultimate Guide 2023

The About Your Site page is one of the most important pages on your site. On this page, customers, partners, or potential employees can learn more about your brand, your values, your mission, and your story.

An attractive well-designed page can help you build trust and credibility. You can establish your brand identity and personality, and set the tone for your entire website.

In this blog post, we’ll give you some tips and best practices on how to write the perfect information page and bio for your website.

We will cover all types of topics, from identifying your target audience and creating a compelling story.

Usability Should Be Conversational

A new visitor asks, internally: “What is this site about?” Your About page provides a quick and obvious answer. You can use it as a decent tool to target new coming users. The users that visit your website for the first time while making them your revisiting users.

What to Write on The About Us Page?

The current model is a hang-over from the days when blogs were nothing more than personal journals. ‘About’ inevitably meant a short bio of the author written in the uneasy 3rd person.

This was probably carried over from its nearest offline equivalent: the kind of short author bio you see on the glossy sleeves of book covers.

There’s nothing wrong with using books as a model, but most ‘About’ pages miss the most important half of the equation.

Every good book has a ‘blurb’ on the back or inside sleeve, hinting at the value inside. This is the thing readers are most interested in. The same applies to blogs and websites. (Tips to Unclutter Your Blog)

Another pro tip that I will explain later is that you can add the author’s information on the about us page so that google also knows who is writing the content (as per EAT Guidelines)

Think Of It Like The Selling Text In A Book

The selling text (blurb and author bio) is designed to persuade the reader of the book’s value and the author’s credentials. Your ‘About’ page should be no different.

Writing a good About page isn’t as hard as it sounds. Here’s a simple formula for you. There’s no need to include the questions: the sequence of answers should form the building blocks of a really solid ‘About’ page.

A note: personal bloggers don’t get out of this one. You still need a blurb, you can still explain what your site has to offer, who it’s written for, and what the benefits are. You’re writing for an audience, just like anyone else.

You need to tell them your brand story and I’m going to explain to you how:

1. What Does Your Site Have To Offer?

Are your users completely up-to-date with the niche you are providing information about? Do you publish tips and guides? How often? or you can say: what sort of content are you providing to the users?

2. Who Is It Written For?

You can describe what kind of people are visiting the site and what content is appealing to them. Keep it broad enough that anyone interested in your topics would be included in at least one of the types of people you’ve listed.

3. What Are The Benefits?

This is where you describe the benefits of reading your content. You don’t just write about getting out of debt – you give readers helpful tips to overcome their debt. It’s not all writing about current events but rather it’s about telling our visitors the important things.

1. What Qualifies You To Write On The Topics You Cover?

If you have formal credentials, list them. If you’ve participated in your niche informally (as a hobby, for example) explain how you’ve engaged with it and for how long. If you’re a complete beginner then make it clear. Nothing qualifies you better to write for other beginners.

2. Do You Have Any Other Claims To Fame?

If you’ve written for other blogs or websites, list them. Have you been published? Quoted? Received an award or a prize? Anything else that might persuade readers that you’re worth listening to goes here.

3. Who Are You?

This is where you put the stuff that usually comes first: where you live, your interests, your story, etc. Most prospective readers won’t go through this. Instead, it’s mainly for the benefit of loyal readers who want to get to know you a little better.

My About page mentions that I’m a woman towards the bottom of the author bio section. First-time visitors often refer to me as ‘he’. They assume that, in the absence of a distinctly feminine name, I’m male (most if not all popular bloggers in my niche are).

Loyal readers on the other hand almost always know I’m a woman and a few other things about me from my author bio.

I suspect prospective readers take in only enough to work out what the site is about and how I’m qualified, while repeat visitors re-visit the About page to learn more about me, now that they have a reason to care.

The kind of ‘About’ page outlined above gives new visitors the information they want while also allowing established readers to get to know you better.

Why You Need About Us Page?

Here I love what GoDaddy says about it:

How many words is an about us page?

To effectively showcase your business and improve your website’s search engine ranking, aim to create content that is at least 300 words in length. A professional would likely take this approach to ensure that your business is accurately and effectively represented online.