How to Author an Effective 'About' Page

How to Run a Business

Websites are like people: Although no two are exactly the same, each has the same basic anatomy. Which begs the question: If websites have an anatomy, which page is the heart? According to author Pratik Dholakiya, it's the "About" page.

"The About page on your website wields more marketing muscle than any other piece of content. It can single-handedly convert complete strangers into qualified leads," Dholakiya writes in an article for "As a matter of fact, it is one of the most frequently visited pages on your website. A 2015 study reveals that 52 percent of people tend to visit a company's About page when they first land on the home page."

Unfortunately, many business owners fail to leverage their About page to its pull potential. "Though the About page is fundamental to nearly every website, most business owners tend to simply 'get it over with' by filling it with a brief, uninspiring bio, not realizing just how valuable an asset it really is," Dholakiya notes.

The key to a successful About page is storytelling, according to Dholakiya. "An engaging story about your business's humble beginnings can establish an immediate trust in your customer's mind," he says. "Share how your product or service was developed to improve lives. Talk about the problems or challenges … [that] led you to start this business. Genuine stories humanize your brand, providing context and meaning for your business."

And yet, the page shouldn't be only about you. It also should be about your customers. "Your customers are on your website because they are facing a problem/challenge with which they need your help. If you are able to prove that you understand their problem, they'll feel more inclined to trust you," Dholakiya says. "So, don't glorify your company by just writing big, philosophical missions and visions. Instead, do write them, but keep it real and very clear that you're here to solve their problems. Also, don't hesitate to parade some genuine client testimonials to prove your quality of work."

Think of it this way: The rest of your website is for selling products and services. Your About page is for selling you and your company.

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