About Page Template & Best Practices for 2021

Erik Wardell

Erik is an SEO coach that loves breaking down complex SEO topics into understandable instructions anyone can follow. He thrives on helping people do what it takes to see their businesses succeed in search. Stay in touch on Twitter — @wanderinwardell.

People like backstories. Especially when it comes to the products and services they are spending their money on. By showing your audience the people and stories behind your business, you can help nurture their trust in you. Trust that can make the difference between a conversion and a lost sale or client.

In about page primer you will:

  • Find out what an about page is and why it's important,
  • Learn what goes into a high-quality about page,
  • Get an about page template you can use,
  • Discover what you need to do to make your about page as effective as possible.

Let's jump in.

What is an About Page?

An about page is a page that informs your audience who’s behind your business, what it is your business does, and why.

It should communicate your company values and provide a compelling case for why they should do business with you instead of the competition.

Template for a Great About Page

A great about page should achieve the following goals:

  • Let people know they are in the right place to learn more about your business
  • Share your unique approach to solving the problems your audience has
  • Share your company’s story
  • Feature the people that make your business function
  • Prove that you deliver results
  • Give people a way to connect with your business if they have more questions.

When you skillfully combine these elements, the resulting about page might look like this:

About Page Template

Keep reading to learn how to format your about page design based on the template and best practices above.

Get 12 Free Webpage Content Templates

If you find this template useful, download it and 11 more to help you effectively craft the most important pages on your site.

About Page Template & Best Practices Explained

1. Identify Your About Page with a Compelling Headline (h1)

Your headline should let people know that they are in the right place to learn more about your business, and give them a compelling reason to keep reading. When people click on your about page, they are making it clear they are interested in learning your company's backstory. Don't miss the opportunity to sell them on learning more about your business with a lackluster headline.

A good headline includes:

  • Compelling copy that clearly identifies this page as your about page
  • Your business name

2. Share Your Unique Approach to Solving Problems

Your intro copy should tell your audience how you approach and solve problems for people like them. When done properly, this copy clearly communicates the unique value your company provides. This is your opportunity to hook the visitor and give them a reason to keep on learning more about your business. Forget the boilerplate and make sure you're taking advantage of this opportunity to position your business in a way that resonates with your customer's needs.

Your intro might include:

  • Compelling paragraph copy
  • Your unique value proposition
  • Focus and/or secondary keywords

3. Share Your Company’s Story

People appreciate stories that help them place a business in context, especially when comparing businesses or products. Give people the story behind your business and its offerings. Tell them where your business has been, where it’s going, and why. Think about elaborating on your mission. Doing so can help you stand apart from the competition.

This section of content might include:

  • Where you’ve been
  • Where you’re going
  • Why you do it
  • Focus and/or secondary keywords

4. Show Them Who You Are with Non-Stock Headshots or a Team Picture

Once you've given people an idea of the "what" and the "why" behind your business, it's time to show them the "who." Show them pictures of the people that make your business possible and paint a clear picture about the composition of your team. Doing so will engender trust in your audience.

Your "who" content might include:

  • Non-stock headshots or photos of your team or leadership 
  • A team photo if you have one

5. Prove You Can Deliver Results

By now, people should have a pretty good idea of what your business does. Show them that not only do you talk the talk, but you can also walk the walk. Prove your business is trusted by real people and legitimate businesses and that they too should place their trust in you.

Content to consider including might be:

  • Testimonials, recognizable client logos, reviews, case studies, partner logos
  • Business performance statistics
  • Guarantees

6. Give People a Way to Connect With Your Business

Even if you think you've answered all the questions your audience might have, they probably still have more. Give people the opportunity to reach out if they have questions that have gone unanswered, or better yet, if they want to do business with you.

Contact content to consider:

  • Contact form, email address, phone number

Additional Elements to Consider

If you've covered all your bases with the best practices above, you might consider including these other useful tools:

  • FAQs about your business
  • Links to social accounts

Additional Tips for a Great About Page

Your about page is a great sales tool. Leverage the opportunity it provides to connect with your audience by making sure it:

  • Is well designed,
  • Visually communicates your brand ethos,
  • Positions your brand the way you want it positioned,
  • Instills trust in those visiting it.

Take Action

Use the about page template and best practices above to audit your existing about page, if you already have one. If you don't, use them to make sure your about page shines when you decide to publish it.

Either way, make sure that your about page is telling a compelling story about why people should work with your business. The template and best practices above should help you do that.

If you need professional help, our SEO coaches will be more than happy to help you get your about page content dialed in. Learn more about how Pathfinder SEO's guided approach works.

Get 12 Free Webpage Content Templates

If you find this template useful, download it and 11 others that will help you skillfully craft the most important pages on your site.

Erik Wardell

Erik is an SEO coach that loves breaking down complex SEO topics into understandable instructions anyone can follow. He thrives on helping people do what it takes to see their businesses succeed in search. Stay in touch on Twitter — @wanderinwardell.
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