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Writing the 'about' page

The ‘About Me’ or ‘About Us’ page will possibly be the most visited section of your website. It’s where potential customers go to get to know you a bit better, and assess whether your company/services are a good fit for their needs. 

A good ‘About’ page will help visitors to decide if they’re in the right place, ultimately converting them into business leads. So, as with all marketing, identify your target audience and tailor your ‘About’ page to appeal to them. Other important points to consider when putting together a hard-working ‘About’ page include the following:

The essentials

Tell your readers exactly what your business is all about and what you can offer them. The information they’ll be specifically looking for is:

  • Who you are – company name and brief profiles of relevant staff members
  • What you do – describe your product or service.
  • How long you have been doing it – industry experience (or if you’re just starting out, education).
  • Who you do it for – describe your ideal customer’s qualities e.g. ‘discerning clients’; ‘busy professionals’; ‘design-conscious families’ etc. Your target market will recognise themselves which helps build an affinity for your business.
  • Why you are better than the competition – your point of difference.
  • Your values – what’s important to your business and you as a business owner: e.g. keeping ahead of the trends; precision workmanship; working collaboratively with clients; customer satisfaction, etc.
  • Your location, opening hours (if applicable) and contact details. Include links to your social media pages if relevant.

Keep the message simple

Your ‘About’ page must be accessible, reader-friendly, not too lengthy. So stick to the facts, and don’t fill the page with irrelevant details. Website readers won’t hang around for long so get your main points across in the first couple of paragraphs. Dot-point lists can also work well.

It’s not really about you

The main message of your ‘About’ page is actually going to be what you can do for your customers. People only really want to know ‘what’s in it for me?’ So while they’re finding out ‘about’ you and your business, they’re really trying to work out what you can offer them.

Focus on:

  • What problems you can solve for your target market
  • How you can help them
  • How they would benefit from using your business

Let your personality (or your brand personality) shine through

While your entire website will be geared towards selling your product/services, your ‘About’ page is where things get a bit more personal: potential customers come to this page to decide whether to make further contact with your business. It’s the closest you’re going to get to having a face-to-face chat and start building a relationship with them. Keep the tone consistent with your brand image, but be conversational and personable.

What else can you include?

Your ‘About’ page might also feature:

  • Photos of yourself and your staff members –make sure they are professional-looking, flattering shots.
  • List other companies you’ve partnered or worked with.
  • Client testimonials can help people get a better idea of how you operate professionally.
  • List any industry awards you have won.

Repurpose the content

Once you’ve nailed your ‘About’ page, put it to work in other places: use some or all of it on your printed brochures, on your Facebook page and Linked-In profile. This will have the added bonus of creating a consistent brand image across various media.

Following is an example of a good about page – note how it focuses on what the business can offer to its clients.


You are ready to start your new project. Ready to make your residence or commercial space pretty, sleek, uncluttered and picture perfect for a spread in your favorite magazine.
I’m also ready to help you achieve this and more. But wait, design is a process that needs to have every party involved on the same page to succeed. Thus, you and I (+ team) should start to get more familiarized.

I go first, these are a few things you should know about me and my team before we embark on this great project of yours.

  • We value your experience collaborating with XYZ Studio from start to finish. We want you to be happy, and us to be happy too.
  • Accountability is key. You call or send us an email, we will get back to you asap — there’s no waiting in line here.
  • Quality, not quantity. We only accept a couple of projects per time to focus our attention more efficiently.
  • We love the environment. We like to introduce sustainable approaches whenever possible.
  • Collaboration is at the heart of everything we do. You and a network of different excellent professionals will collaborate during your project.
  • We love design trends, but we are not slaves to them. Form, flow and function is all that matter when creating the right space for you.

If you’re looking for a designer to transform your indoors or outdoors – in NYC or anywhere in the world, I’d be honored to help, let’s start the conversation.