What to Write on Your ‘About’ Page

75% of us want brands to contribute better to our well-being and quality of life, yet only 40% of us believe that brands are achieving this, as suggested by a 2017 report by Meaningful Brands.

Even now in 2020, similar themes are seen across the globe.

Surprised? Not me.

With constant noise in the market and chaos on the digital sphere, it’s no wonder that we are struggling to find identity, purpose, and meaning not only with other brands, but also with *gasp* our own.

How can we re-energise our relationship with our audience and bridge the gap?

The ‘About’ page is a good place to start. As with social media and dating apps, the profile description is the second thing people look at, right after the visuals.


That’s a lot of pressure. Talking about ourselves, after all, isn’t always the nicest job. Especially in business.

Here are common threads of thought when clients come to me:

1 — I don’t think it’s important to tell my personal story.

To tell or not to tell our personal story isn’t a new debate in marketing trends. Get Storied built their business on this argument and now have some of the biggest ‘disruptor’ clients, including NASA, Facebook, and Google.

Get Storied founder Michael Margolis suggests that,

We don’t buy the product. We buy the story that’s attached to it.”

We’ve heard different versions of this statement before, but that doesn’t take away its wisdom.

I vaguely remember a scene from Mad Men where Don Draper asks his team, “What makes people want to buy a product?”

Draper answers his own question with “novelty” and “nostalgia, then goes on to explain what nostalgia means — the pain from an old wound; a pain from the heart far more powerful than memory alone.

In other words, if we’re not selling a practical or essential product, it’s imperative that we touch on the emotional, social, or spiritual value of our offer.

2 — I don’t want people to know that I’m a one-man business.

What’s wrong with being a company that’s run by one person (or few people)? Think of it this way — a client with an enormous budget will most likely not work with a lesser known company. If they’re already at your doorstep, there’s no point pretending you’re running a bigger ship!

You can instead focus on your selling points and find comfort in knowing that with stories as with selfies, everyone has a good angle. Wink emoji.

Here are 10 angle suggestions to present your ‘About’ page in a way that offers clarity and benefit to your audience.

Offer a solution.

What problem do you solve in people’s lives? Would you consider your offer an essential, or a luxury? If it’s an essential, why is it better than the other options out there? If it’s a luxury, why would anyone buy it?

Present your credibility and experience.

Could you or your brand shine from a position of experience and influence? How long have you been working in your field? What have you learned in that amount of time? Who are your best clients? Have you bagged relevant awards worth mentioning?

Share your story and the timeline of your journey.

How did you or your brand get from there to here? When did you start? What was the journey like? Could you share some pain points your audience can relate to? Where did you struggle and where did you succeed? Where can your audience find you or your products these days?

Set a goal or intention.

Are you a young professional or just starting out? If so, what are you aiming for? Where would you like yourself or your project to be in six months? In one year? What steps are you currently taking to get there? Can you take your audience through your progress so far? How can you make your story interesting enough to be followed?

Show something different.

You might not offer something new, but you know what’s better than new? Different. What do you have that your competitors don’t? Why are you exceptional? Are you able to present this in visual form that looks anything but generic and usual?

Get people talking.

Do you have friends and colleagues and mentors who can vouch for your greatness? Could you ask for their feedback and testimonials and reviews? How would you expound on other’s experience to leverage your position?

✨ Appeal to your audience’s senses.

How can you describe your product or service so that it looks and sounds delicious? Sexy? Exciting? Curious? Desirable? How would you tickle your potential customers’ imagination? What would it “feel” like for them to have what you’re offering?

Employ humour.

Are you bored of repetitive and lacklustre messages you see online and offline? Is cheering people up your strong point? How can you incorporate light humour and easiness into your branding? Which expressions can you use to give yourself or your brand more personality and edge?

Bring in some cultural context.

Are you from a different cultural background than the market you’re serving? What information can you share that your audience doesn’t yet know? Why is this information interesting or relevant to them? How can they benefit from this novel idea, product, or service, and why should they share it with their friends?

Create a narrative.

What could follow after “Once a upon time…” and how can you complete the story in a way that your audience feel represented? Where is the climax and where is the conflict? Can you offer yourself or your business as the resolution?

* * *

Now that you have an idea on how best to share yourself, your skills, and your vision, it’s time to put it to words.

If this is not your strong point, hire a professional writer who can take you further.

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