Member-only story
How to Write an About Page
Examples and steps on 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 is an opportunity for startups to 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 cookie-cutter information.
What makes an About Page worth reading? Do About Pages even improve conversions?
About Pages Are Stories
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 you’re 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.”
