How to Write a Killer About Page that Actually Converts

You may not think of an about page as a sales page, but this page on your blog can easily convert readers into subscribers and customers. It is one of the most influential pages on your blog and should not be overlooked or underestimated.

In this blog post, I will explain how to write a high-converting about page that engages and connects with your reader. As a result, your about page will increase your followers and improve your sales.

*This post may contain affiliate links. That means that if you make a purchase through one of the links, I may receive a commission at no extra cost to you. Thank you for your support!

Your About Page Isn’t About You

Say what? Yes, I am saying that your “about page” isn’t about you at all. While it does contain information about you, it is all about your reader.

This is a common misconception. After all, it is often called, “About Me” or “About Us,” right? Instead, this is where your reader going to go to learn about you, the person or company in which they may eventually do business with.

That’s why it’s so important to treat your about page as a sales tool and to use it to engage and convert your readers. On your about page, you are giving the reader what they want, because fundamentally they want to know what you can do for them.

They want to know who you are to be giving them advice and how you can help them solve a problem. That means that your audience needs the answers to these questions up-front and needs to know what to do next.

Throughout this blog post, I will explain each section of your about page and how you should use the section to convert your readers into fans and, potentially, customers.

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Who Is Your Reader?

This is where many bloggers struggle. In order to target your about page (or any of your content) to your reader, you need to know exactly who your reader is.

It’s funny. When I first started writing this blog, I didn’t have an audience in mind. I had originally intended jackieison.com as a professional portfolio for my freelance writing. So, my goal at that time was to create blog posts to help sell my services.

However, when the blog ended up taking a completely different turn, I realized that I was targeting the wrong audience. I was blogging for people like myself who wanted to earn an income from their blogs. I was no longer trying to get high-paying freelance writing clients.

So, it was time to find out who was reading my blog post. To do this, I turned to Google Analytics and Pinterest Analytics. I have continued to use these free resources to discover who my target audience really is every few months.

Why? Because you need to know who your audience is before you write. Otherwise, your words will miss the mark and fall flat. I recommend that you check out my blog post, Who is Your Blog Audience? Get to Know Your Readers Using Google Analytics if you need guidance. Once you know your audience, you will know what will resonate with them and what won’t.

Your Introduction

Most bloggers start off with “Hi, I’m Jackie!” (or whatever your name is) as a header and give a brief introduction into who they are. I highly recommend introducing yourself and your mission right off the bat. Once people visit a page, they typically skim it and you need the most important info above the fold (the part that displays on screen when the page loads).

I also recommend including a photo of yourself at the top. I highly recommend professional headshots, but a nice selfie headshot will do in a pinch.

In your introduction, explain how you can help the reader to solve their pain points and why you want to help them. This gives the reader a quick WIIFM (What’s In It For Me) and also helps them relate to you and build a connection. Tell them why they should stick around and what you can do to make their lives easier.

Mission Statement

What is the purpose of your blog? As a blogger, you may instinctively think, “to make money” or something similar that is related to your business. That’s not your mission, that’s your goal. A mission is your greater purpose.

As a blogger, you typically write about solving a problem. If so, what is that problem? For me, I help other blogger’s get their business off the ground. If you are a dog trainer, you may be out to help people train their dogs to be well-behaved.

Every single blog should have a purpose. If you don’t know what yours is, you need to sit down and figure that out before you go any further. It’s important to the success of your blog that you understand your blog’s purpose.

Once you understand your greater purpose, create a statement that explains what you are trying to do for your reader and how you can solve that problem for them. This will go a long way to creating a reason for your reader to stick around.

Get to the Point

Don’t waste your reader’s time. The further down your reader has to scroll on your page, the less likely he or she will read the important stuff. Be sure to include this information right after your introduction and mission statement.

For me, my current purpose is to get my readers to join my email list, so you will see my email list form. Right after that, I want my reader to find a reason to stay on my blog. That includes giving them information to keep them moving around my website longer.

Sit down and really think about how what you want your reader to do and how they can get there from your about page. This will tremendously improve conversion rates and keeps your reader engaged. This is an important part of having a successful online business.

Get More Personal

If you are like me, you probably hate talking about yourself or being too personal online. For me, it’s uncomfortable to take pictures of myself or to put myself out there like that, but I know it’s a necessity. Blogging has a social component, that’s why social media marketing works so well for a blog!

This generation was brought up with selfies being the norm and always having a camera close by to capture moments. This makes many of them much more comfortable on camera. And as a result, they expect you to be comfortable too.

Sharing photos of yourself and your life also builds trust. In an online environment, you never truly know who you are speaking to or interacting with. The social aspect of blogging helps you make a personal connection with your reader.

In order to connect with your reader, you need two things; Your face and your story. Those two elements can go a long way to help a reader connect your words with an actual person behind them. This alone builds trust and a relationship.

It is proven that today’s consumers are more likely to make a purchase from or follow a brand or person they feel they have a connection with. Not only are they more likely to interact with your brand, they really don’t care to spend the extra money to purchase from you, if they know the product is worth the price.

This is exactly how higher-priced brands like Apple stay in business. Can you purchase a similar product for less money? Yes, you can, but it’s not the brand you love and trust. This trust, certainty, and familiarity that you have with a brand can go a long way to ensuring your customers will be repeat customers.

Testimonials

If you have testimonials for your products or services, those testimonials can help convert readers into customers and clients. Don’t hesitate to include some of these on your About page!

People like to see your customers faces and read the words of the real people who have experience with your brand. So, what better place to include them than on your about page? This page is all about your reader falling in love with your brand, so you need to display your testimonials from your satisfied customers that you have already converted.

You can display up to three side-by-side testimonials on your about page. I would include these toward the bottom of your about page, above you email opt-in offer to increase your conversion rates.

Motion is another factor that takes testimonials a step further convert your reader. Create movement on the page by using a slider to display your testimonials on rotation. This will add eye-catching motion to the page which leads to higher conversion rates.

Include Your Opt-In Offer

Last, but not least, you should really have an opt-in freebie or product toward the bottom of your about page. Your email list is ultimately where you want your reader to end up and this is the perfect place to get them there.

Your email list is the beginning of building a relationship with your potential customer and gets them into your sales funnel.

Adding an attractive opt-in offer to your about page is a great way to further increase conversion rates and retain your reader as a subscriber or customer. Once your reader becomes a subscriber, your email welcome series and freebie will continue to engage them and creates a connection between your subscriber and your brand.

If you plan on creating a digital product in the future or already have one, this is what you need to be doing to keep that reader informed and engaged with your content and your brand. Once he or she has time to review the freebie, be sure to set up an automation series of emails to sell your digital products or promote your content and affiliate links.

This is your ultimate goal and should definitely be a part of an effective about page.

A High-Converting About Page

Your about page can be one of the highest converting pages of your entire website. Be sure to use it effectively to start building a relationship with your reader and to get them involved in your brand.

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