How to Write a Great “About Us” Page

by Julie Anne Eason

It’s not about you. Sorry. Not even on your very own “About Us” page. This is the one place people most often forget the “What’s In It For Me” rule. Every single page on your website should be visitor-focused, talking about what’s most important to them. And this goes for your About page, too. As soon as you start focusing on yourself instead of the visitor, you’re going to lose them.

What is an “About Us” page anyway?

The purpose of the About page is to build your credibility. People only buy from businesses they know, like and trust. Your About page might be the only chance you get to really show the visitor who you are and what you’re, well, about. But wait a minute, doesn’t that contradict what I just said? It’s impossible to write about yourself in a visitor-focused way, right? Wrong.

Here’s how to do both at the same time.

Let’s use a hypothetical example of an information product and coaching program called The High Performance Parent. (Don’t look for it, I just made it up.)

1) Start on the same page as your visitor. You want to get them nodding their head “yes” and agreeing with you on the reason they’re even on your site to begin with. Use the word “you” in the very first sentence, and you’ll be off to a great start.

Have you ever wondered how some parents seem to have it all together? They have perfectly behaved, well-dressed kids and their homes are always spotless. How do they manage all that while holding down a full-time job, shopping, cooking, and finding time to hit the gym a few times a week?

2) Let them know you were just like them. No one wants to feel alone, they want to know you were there, too. Now is the time to start introducing yourself.

As a busy mom of 4, I used to go crazy watching those “perfect” moms effortlessly go about their day, when it was all I could do to get everyone out the door on time with something resembling lunch in their bags.

3) Tell your “story of struggle”–what you went through to get where you are today. Then introduce your philosophy, who you help and how you do business. Now that the visitor knows you understand their problem, you can talk more about yourself and your solution.

I was tired of being short-tempered with my kids and having no energy left at the end of the day. There had to be a better way to organize myself and manage my time. So, I sought out counselors and bought programs and talked to those perfect moms on my block to find out how they did it.

What I found was that people don’t give themselves enough credit for the good they do. They spend too much time focusing on what they haven’t accomplished and blaming themselves for their shortcomings. Our philosophy is that every parent can be a great parent, given the right tools and encouragement.

4) Introduce your product or service and explain how it can help the visitor. You can also include other clients you’ve worked with or other credibility builders here.

After years of reading and researching, I finally put together a system that really works. The High Performance Parent is a program I created to help parents cope with the pressures of modern day life. If you’re ready to stop blaming yourself for being unorganized and ready to start getting more done and having more energy at the end of the day, I urge you to give this program a try.

Do you see how it’s possible to stay visitor-focused even on an About Us page?

By keeping your words “you” centered instead of “me” or “I” centered, the visitor keeps reading right through to the end. And the more you can get them to nod their heads and say “yes” “uh-huh” “oh, that is SO me!” …the easier you’ll make the sale.

Speaking of sales

You do have a call to action on your About Us page, don’t you? Don’t leave the visitor hanging; tell them what to do next. A strong call to action either to buy the product or to click through to another page is necessary to keep them from leaving your site.

It doesn’t matter if you’re an affiliate marketer, info marketer or selling hard goods and services online, you can use these tips to improve any kind of bio page, including social media profiles. The goal is to keep them reading and connecting with you as a person, so do it in a way that interests them. And watch your profits soar.

Could you use a great freelance copywriter to handle your sales pages, autoresponders and other marketing materials? Julie Anne Eason specializes in writing copy that converts by hooking into the emotions and psychology of every customer. You can find out more on her website,