White Kite Studio | C+E: How to write a killer about section for your website
Your about page, as small and insignificant as it may seem, is just as crucial as those beautiful reviews you have sliding on your website or the shiny portfolio you've put together. It reflects the mastermind behind the brand, draws your reader in, builds trust and invites them to browse through the rest of your website.
C+E: How to write a killer about section for your website
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C+E: 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!

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

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One of my favourite things to do, whenever I come across a new brand on social media, is to hop on over to their website and hit the “ABOUT ” page. There’s days where I get lost in the story, almost feeling as if I knew this person forever and it makes me love their brand all the more. But, sadly, there are also days that leaves me grimacing at my screen, shaking my head and finally, closing the tab.

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Your about page, as small and insignificant as it may seem, is just as crucial as those beautiful reviews you have sliding on your website or the shiny portfolio that you’ve put together. It reflects the mastermind behind the brand, draws your reader in, builds trust and invites them to browse through the rest of your website. Your about section will contribute greatly to the opinion that your ideal client will form about your business.

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

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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 throught he process of writing a killer about section for your own website.

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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 it can be executed: humour, a quote, an image, an interesting opening line. Make sure you grab your reader’s attention with one element that will encourage them to read on. Ultimately, you want your about section to be the hook that will urge your reader to browse the rest of the website!

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2. B is for ‘Be you’

This is the foundation on which you should start your writing! Start by writing down a few important points of interest that you would like to include in your about section, and then elaborate on each as you would in person. Imagine having your best friend over for coffee. How would you address her, which words would you use? Once you’ve elaborated on each point, move on to constructing sentences that flow and ultimately put a beautiful, eloquent story together.

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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 worse: lose your reader’s interest! Knowing your audiences will play a key role in this step of the process. Know the things they’d be interested in and include some of it in your piece.

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

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

– Something humorous (if it fits with your brand personality)
– Something that makes you vulnerable (be careful not to put yourself on a pedestal)

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

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4. D is for ‘Dive a little deeper’

This might come as a surprise, but your about page is actually about your client! And before you get confused, let me explain. 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. Once you’ve taken that into account, you’ll address their need directly, hold their attention and conclusively win them over!

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