How to Write an About Page

The best About Pages tell a story. They tell you how, why, and what they are doing. It’s not simply a mission statement.

An About Page lets startups tell their readers how their product was born.

The more I study About Pages, the more I notice the difference between an About Page that is worth reading vs. About Pages with “let’s slap this pointless information on an About Page.”

What makes an About Page worth reading? Do About Pages even improve conversions? Let’s dive into it.

The Science of Storytelling

When we listen to stories, we’re more immersed. We feel a part of it.

When we read someone’s story, we feel connected to it. The story feels relatable. The characters feel relatable.

Imagine being a protein bar startup founder at a dinner party with strangers. If someone asked you, “what do you do?” would you start with, “Well, here’s what we do. These are our values. This is our mission statement.” 

That would be boring. You should say, “CrossFit’s taking off. And protein bars are loaded with ingredients no one can even pronounce. We couldn’t believe there wasn’t a more nutritious and simpler protein bar out there.”

That’s a lot more interesting. You’re holding someone’s attention when you add characters and a setting and move it along like the plot of a movie. And that’s how RXBar’s About Page starts out.

When you tell a story, you tell the reader why they should care. You’re saying why it’s worth reading.

You’re not just spouting out information because it’s what every other About Page does. You’re making yourself and your brand relatable because the reader feels connected to your story.

Facts Aren’t Stories

The average time spent on websites is less than a minute.

If you want to improve that, you need to cater to someone’s desires. Understand that readers want value. They also want to know what makes you different.

  • James Clear’s About Page tells the reader how his work will benefit them
  • Oatly’s About Page tells the reader who they are in ten unique sections
  • Airtable’s About Page stays on-brand with their messaging.

When you look at Airtable’s About Page, you could argue that it’s boring, especially if you compare it to Oatly. But Airtable also has a different brand voice than Oatly.

Staying on-brand to meet customer expectations is more important. You can still tell a story without making it feel like it came out of a template.

The How. The Why. The What.

How should you write your About Page?

There are different ways to go about it, but I believe the best way is to keep it simple. Be yourself. Tell a story. Make it compelling to read.

I like to break an About Page into 3 sections:

  1. The How – how did you get started?
  2. The Why – why does it matter?
  3. The What – what did it lead to?

Here’s an example from Aura Bora that highlights the 3 sections.

Make Your About Page Worth Reading

Don’t overlook the power of an About Page.

An About Page is an opportunity to tell your story and tell your readers why they should care about your story. It’s your chance to share what you believe. It’s a chance to show why you’re changing the world.

Stories matter. Stories are remembered. Stories make a difference when you want to stand out from the rest of the world.

Your About Page is your unique story.

This Is Copy