You may have heard that attention spans are getting shorter and shorter. Some pessimists will tell you not to post anything long on the internet at all because no one will read it.

Does this mean that your “About” page should be super short?

The truth is that readers on the internet are still very willing to consume lengthy pieces of content — I mean, just for a little bit of proof on that, consider that the lengthiest articles rank the highest on Google because those are the pages that people spend the most time on, reading that content!

If you want your visitor to actually stick around and read the words that you agonized over writing, you need to know these 5 most important factors for writing an awesome and authentic “About” page that will land you more customers.

PLUS at the end, I’ve added a bonus non-writing tip that will make or break your “About” page.

#1 Get Clear On What Your Goal Is

There’s this saying in business: “everyone sells”.

What this means is that each person that works for your business will represent your business and have an impact on the potential customers that they come in contact with.

This means that you need to make sure that everyone who works for your company understands what you offer and can be a good representative of your values, your products, and your company as a whole.

This same thing is true about the pages on your website!

EVERY page on your website serves as a type of sales page. Even your “About” page will have an impact on whether a visitor will decide to become a paying customer!

To make sure that your “About” page is working towards the main goal of your business, the first step is to get clear on what your goal is.

Frame your entire “About” page around this question and choose the one main product that you have in mind to sell.

This does not mean that you are actively selling your product on this page or even providing a “BUY NOW” call to action, but to create an “About” page that converts, you need to frame the page around highlighting your main goal.

Do this by sharing your story about it, the results your product provides, and testimonials from previous customers.

#2 Tell the Story That Relates to Your Goal

Your website visitors came to your website for one reason — either they all have a desire in common (something that they want), or else they are all facing a similar problem.

Almost certainly, you can share a story about yourself that ties into their desire or problem.

Now… you are a multifaceted entrepreneur so there will be plenty of stories to choose from!

And while there may be a hilarious story about how you came to own so many pets, unless you are offering a pet management course, you want to keep your story relevant to the reader so that they can connect with you over this shared scenario.

Pick a story that highlights how you had that same desire or problem, and how you OVERCAME the challenge that they are currently facing by using principles from the product that you have chosen to highlight.

Or you could tell a story about:

Why you started your business
What made you passionate about creating your highlighted product

THIS type of story will be relevant for your readers so that they will care about reading more and want to start working with you.

#3 Discuss the Problem You Faced – In Detail!

To make your story come alive and sound relatable, include specific details around the problem that you faced:

What that problem was
How it made you feel
How it was impacting your daily life

Even if your business isn’t so problem focused, you can still apply this with a before and after!

For example, if you have a course on water color painting, maybe you tell a story about how you:

Before: Would go to art galleries and WISH that you could paint something like that but you thought that you would never be capable…

After: How water color painting was so much easier than you thought it would be AFTER you were given the instruction you needed

When your reader can relate to your story, they will feel like you hear them and understand their struggle, and that they are in the right place.

They will trust YOU to solve their problem because they can see how you already got to the end result they want and they can follow you on the path to take them there.

#4 Highlight Results You’ve Helped Your Customers Achieve

At this point, your website visitor really wants to believe that you can help them. This is the time to share a few quick case studies of people who you have already helped achieve this goal.

The key here is to keep your stories quick! Just 2-3 sentences either as a quotable testimonial or a summary of the results that your previous customer achieved.

The most impactful testimonial to include is one where they describe what it’s like to work with you. This will paint a picture, helping your potential customer imagine what it will be like for them to get the result they desire from you.

Highlight testimonials that share details about what your process is like, what the steps are, and how you make sure that every single customer is successful.

#5 End With a Clear Call to Action

This isn’t just another “About” page, you need an “About” page that actually makes you money! You need to show and tell your website visitor what to do next so that they can become a customer.

To get them to say “yes”, give them something to say “yes” to!

Because you have had a clear goal about this page, deciding what to do next will come as a no-brainer for you — and for your potential customer.

This doesn’t necessarily need to be a “BUY NOW” button (though it certainly could be!), but you want to give an option that will support the main goal you have for your page.

Some options might be:

Subscribe to our email newsletter for ________.
To get started with ________, grab our free [RESOURCE].
Follow us on social media for ________.
Read our success stories.
Browse our products to find ________.
Ready to ________? Check out our services.
Interested in working together to achieve your goals? Apply now!

BONUS

Let’s wrap this up with a bonus non-writing tip that will make or break your “About” page — seriously!

#6 Break It Up

Make following along for your reader easy-peasy by laying out your page in a way that is faster for them to find the information they are looking for.

Apply these three writing tool BBF’s to keep your readers scrolling your page:

Short Paragraphs

Long sections tend to cause skim reading and you don’t want results glossed over! Aim for 3 sentences or less at a time.

Subheaders

Show what your main points are and highlight the main goal of your page with all of your points linking back to that goal.

Highlighted Text

Have you ever heard someone put the wrong emphasis on a syllable? As you can see, putting emphasis in the right places helps get your point across!

It’s not enough to have a random story about you as the content of your “About” page if you want to turn your visitors into customers.

Use these factors to make your writing strategic and authentic so that you can connect with your reader, leading them to know you, trust you, and be ready to buy your product.

Conclusion

Are you ready to learn more about how to decide the main goal that you want highlight on your “About” page?

Included in the Startup Society membership is a “How to Write Your Website” course that will walk you through, step by step, how to write all of your website pages in a way that communicates your business message and goal.

If you are ready to take action on your business with on-demand courses, live workshops, and weekly networking opportunities, then check out Startup Society.

I know how exhausting it is trying to put all the pieces together on your own. That is why I created an affordable online business training program to walk you through the basics of launching your business, building your brand, and creating consistent monthly income.

how to write an ABOUT page that makes you money

#1 Get Clear On What Your Goal Is

#2 Tell the Story That Relates to Your Goal

#3 Discuss the Problem You Faced – In Detail!

#4 Highlight Results You’ve Helped Your Customers Achieve