How to write a killer about section for your website


Here at White Kite I work with a few talented freelance copywriters, and together we strive to create brand voices that are just as beautiful as the visual branding! Copywriting is often a very neglected part of the branding process for small businesses, but I never skip on introducing my clients to the power of a well-written, brand-conscious piece of text. One of the most important ‘pieces of text’ is probably the one where you introduce your brand to the world, aka the about section on your website! I’ve asked one of my talented writing colleagues, Roeleen from Simply Written, to give us some of her best advice on writing a killer about section for your website!

Why is a well-written ‘about’ section important for your website and business?

One of my favourite things to do whenever I come across a new and interesting brand on social media, is to hop on over to their website and hit the about page. There are days where I get lost in the story, feeling as if I’ve know this person forever and makes me love their brand even more! There are also days that leave me grimacing at my screen, shaking my head and finally, closing the tab.

Your about page, as small and insignificant as it may seem, is just as crucial as your shining reviews and impressive portfolio. It reflects the mastermind behind the brand, builds trust, invites people to browse through the rest of your website and creates a point of connection with your ideal client.

Talking about yourself is often hard, and many of us wonder where to begin and what to mention. That’s why I’ve put together a list of A, B C and D that will guide you through the process of writing an about page that every new viewer will love! All you need to to do is, remember your alphabet…

So, do you have a recipe to writing a beautiful, personality-filled about section?

Yes! Putting pen to paper and talking about yourself is never easy, but I’ve formulated a simple A, B, C, D list that can be used to guide you through the process of writing a killer about section for your own website.

1. A is for ‘Attention’

This one is easy and I’m sure you saw it coming: attract attention! There are so many ways in which this can be executed: humour, a quote, a question, a bold opening statement or simply an interesting image. Make sure that you grab your reader’s attention with one element that will encourage them to read on.

2. B is for ‘Be you’

Be yourself and write from the heart. Start by jotting down a few points that you would like to mention on your about page, and then elaborate on each as you would in person. Imagine having your best friend over for coffee… How would you address her and which words would you use? This will help you to constructing sentences that flow, and will fill your copy with a personality that is uniquely you.

Here’s a small checklist of things that you could include:

– Something about yourself
– Something that inspires you
– Some experience in your profession

– Something humorous
– Something that makes you vulnerable (be careful not to put yourself on a pedestal)

– Something about the service or product that you offer
– Something that your ideal client would value

3. C is for ‘Concise’

Keep it short, sweet and simple. It shouldn’t take longer than 3 minutes (or less!) to read through your about page. After that, it’s likely that you will repeat yourself, list unnecessary details or simply lose your reader’s interest! Once you’re done with your piece, edit it to see where you can combine ideas, shorten sentences or remove unnecessary repetitions. Read your copy out loud, to make sure that your sentences flow easily.

4. D is for ‘Dive a little deeper’

This might come as a surprise but your about page is actually about your client! Sure, on the surface your about page tells your story, but dive a little deeper, and you’ll come to understand that your about page should provide the answer to a question that your client has. It should reveal a confidence that you can solve their problem and offer them the product or service they need. Address their need directly and explain to them why you are the right person to solve their problem.