How to Create An Amazing Blog About Page

by Derek Halpern · 66 comments

I’ve said it before, and I’ll say it again…

The most important page on your blog is your about page.

And if you don’t give that page the love it deserves, you’re losing fans—and customers—hand-over-fist.

Dramatic, I know, but…

Here’s Why About Pages Are So Important

If you fire up your Google Analytics account, you’ll find that your About page is one of your most highly-trafficked pages.

It makes sense, too. It’s often found in your navigation, and people can’t resist clicking on it… obviously :-).

Now ask yourself this:

When’s the last time you updated your about page?

If you’re like most bloggers, you’ll likely say ages ago.

I know I haven’t updated mine… and after looking at my stats… it appears my about page is the 5th most visited page on my site.

And then, in some cases, there are blogs that don’t even have about pages.

(Yes, I know DIYthemes falls into that category, but stand by. We’ll fix that soon :-D).

But here’s the deal:

You can spend hours creating new content, and hope that content generates some traffic…

…Or you can simply optimize your about page.

After all, your about page is already getting traffic, so you might as well plug that leak ASAP.

How to Create an Amazing About Page

Before we jump right into the blog about page strategies, you’ll need to ask yourself:

What’s the main goal of my about page?

If you’re running a blog for business purposes, it’s likely to humanize your blog (that’s vitally important, and I’ll write about that another day) and lead generation.

At least that’s how I’d treat it.

Now keeping that in mind…

Here are the five sections of amazing about pages:

Section 1: A Persuasive, Benefit-Driven Headline

There are too many about pages that use the headline “About.”

And while that might be descriptive, remember, no body cares about you.

They want to know what you and your site can do for them.

For example, at Social Triggers, I use this headline:

“Why Social Triggers Will Help You Get Traffic And Increase Sales”

Yes, it’s about Social Triggers, but it’s also about the person reading it too.

Section 2: A Short, Reassuring Benefit-Driven Introduction

Again, remember, people click on your About page to learn how your site can help them.

And that’s why you must reassure your readers that they’re in the right place.

To do that, tell them exactly what your site will give them, and what it will do for them.

Note, this section shouldn’t be any longer than a few paragraphs.

Section 3: Social Proof, Testimonials, And Other Reassurance

Now I know this might sound cheesy…

…But since you’re kicking off your about page with some promises and reader-focused copy, adding a few testimonials, and other pieces of reassurance will help your readers realize they’re in the right place.

What should you share?

Personally, at this point, I like to share quotes. You can have them from notable people or from your loyal readers. It doesn’t matter. Proof is proof.

(Warning: don’t make this up if you don’t have it).

Section 4: Finally, Here’s Where You Can Jump Into Your Personal Story

Even though now is the time to share your personal story, remember, people are there to learn about you and what you can do for them.

Yes, you can share information about your personal life—like marriage, kids, and etc. That’s one way you can bond with people who visit your site.

But, remember, don’t ramble about yourself for too long. People are there to see if your website is the right website for them.

Section 5: The Closer

When you run a website, and this is even more true for a website for business, you must ask people to take some form of action when they’re done reading your content.

Remember, you’re creating valuable content for people, and if they’re reading it, they’ll WANT to reciprocate.

What can you ask people to do?

On the about page, you can launch into a description of some of your products or services. You can also ask them to subscribe to your blog.

Personally, I ask people to subscribe to my list because I know that’s one of my main business metrics.

If you’re running a blog to attract leads, you should try doing the same. Build that list, and the business will come :-D.

One More Thing…

I showed you the 5 sections of an amazing blog about page, but there’s one more thing you should know…

I highly suggest you include lead generation forms (email signup forms) throughout your about page.

If you’re adding the email sign up form as the closer, you should also consider adding one after section 2 also.

I’ve even went so far as to having one after section 2, after section 3, and as the closer, which means there are 3 email sign-up forms on my about page.

However, I wouldn’t include more than 3 forms. Three, in my opinion, is the max for an about page.

Now what do you think?

What does your about page look like?

About the Author: Derek Halpern ran marketing at DIYthemes, and is the founder of Social Triggers. To get more tips on how to be confident, sign up to his list here.

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{ 66 comments }

Mr. G

I implemented these changes some time ago when I watched those videos where you reviewed some blogs. I have to say it totally blew my mind discovering how it started converting!

Honestly, my About page is not that good but it has these basic components and works!

Thanks Derek, great post as usual!

umashankar

My about page has my photo with my contact mail id :D

Rob @ Atlanta Real Estate

I’ve got an ABOUT page, but I wouldn’t call it amazing..

Derek Halpern

Now you have a formula to follow :-D

Earl Kallemeyn

Thank you very much for this outline, and all of your
worthwhile informative posts of the past!

Derek Halpern

No problem Earl.

Glad you’re digging ‘em.

Catherine

Perfect timing, Mr Halpern – I’m sat staring at my About page wondering how I can redo it…. ;)

Kristin @ KlingtoCash

I”m going to try this. Thank you for the great suggestions.

Mark

Thank you Derek for a very timely and great article.

I’m just about to make wholesale changes to my website and this will be my first focus.

Look forward to the next article.

Kindest regards
Mark

Ross

Derek,
Great Article as always. I don’t usually comment here, however I have been consuming your data for sometime now and this article came at an ideal time.
I am currently building and optimizing a blog for a psycologist and the “about page” will be critical for her. I am very greatful for all of the tips you provide for us. They have saved me loads of time and made me quite a little money :-)
Thank you so much and PLEASE keep up the great work.

Mr. Kimberly Smith

Thanks! Any suggestions on this one? It is a volunteer job. Just getting my feet wet with Thesis. http://www.alexandersociety.org/

Marelis

These tips are really great! I’ve been blogging for about a month and I’ve been playing with Thesis for about 2 months. I knew nothing about websites, how to make a blog, etc. I still know very little but managed to accomplish a lot of nice things just by reading your blogs! Thank you!

Sreejesh @techgyo

I’ve included both about me and about the blog in a single page

Meg Geddes

I have two; an official bio and an unofficial bio. Not surprisingly, the unofficial bio gets a lot more views.

Ruth - The Freelance Writing Blog

It’s true – my About page is the 2nd or 3rd most visited page on my site. I think adding a photo is a good move as well. People like to know that there are real, living, breathing, human beings behind the blog.

Paul

Good stuff man. Yea…my about page needs a little work, but I’ve managed to do what this posts suggests. Another thing this posts missed is a photo preferably one with you and your family…this eases the visitors mind and makes him/her think “I trust this site”.

I’ll have to check my stats to see how many visitors are actually clicking on this page.

Paul

Chris

Derek – Thanks for the article. Great point and overlooked if you’re not setup to check stats. For anyone chasing traffic, revisiting and updating one’s ‘About Me’ page is a must. I’m going to add this as a must do, every 6 months and check out the competition in my niche on some of the page one sites at Google.

Tom Watson

My about page is also high on the list of most visited pages on my site. I never really had more than a passing thought as to why that was. Needless to say I know more now than I did before reading your post (as usual). Thanks!

Art Speck

You wrote about this before Derek, and after copying what you advised, I can vouch for the results you promise. Thank you so much.

Barb

The great advice here is in the details. Thank you for the suggestions – I’m going to go tweak mine right now – especially because what I’m trying to “offer” is a better optimistic, stop your sniveling site for women my age.
The Empty Nest Mom

Joe Noonan, Dolphin Whisperer

Derek!
I continue to get inspired by your posts; clear, concise and specific.
I am updating my ‘About’ page as I type! Who cares about me, what do I offer them! Thanks for the coaching!
Cheers!
Joe

Sherwin at imarketSB

Hi there Derek (or anyone else), do you have examples of people who are doing their about pages like you’ve described here?

Derek Halpern

Yes, you can take a look at mine.

Terry Dunn

Derek,

It’s funny you should be writing about this topic, as I’ve just finished rewriting my about page and it includes everything you talk about. Great minds think alike! Well, almost. Actually, I don’t have the closer. That’s still on the drawing board as I don’t have a mailing list yet. Still, I’m pleased with the results.

Terry

Becky

I checked your ‘about’ page Terry and it looks like the quotes you use are spam! I get plenty of that type on my blog too – they’re so general they could be about anything.

Mk

While reading your article, I realized I hadn’t touched my About Us page since I set up my site almost 6 months ago. Agh! I immediately went in and made adjustments to it.

Thankfully I had already done some of what you suggested but it definitely needed some major tweaking. I’m going to scheduled updates on a regular basis now so I can make sure it stays current and relevant!

Thanks for the great info! Mk

Bill Taylor

I have just written my about page and it is still under construction. This is a helpful article. I’m a new blog, so I find more out more about myself each time I write a post. I will apply these tidbits to my newish blog. All your posts have been helpsul.
Bill

Nick

I always click on peoples about pages. Theyre not always very good but the potential is there. Get optimizing your about pages folks.

peter

Hi David,
I do enjoy your articles. My blog is around 10 months old but I changed it totally around 6 months ago. It is mainly a news commentary blog, the blogging version of lawyers ambulance chasing perhaps.
Interestingly my About page gets around 0.025% of total hits. Not that total hits is all that many. Around 150 page views a day.
I still think the about page is important, but not as much as you do. At least for my site.
Regards peter

peter

Whoops
How about I spell Derek correctly !!
Sorry peter

Rich Martin

I had noticed a got a lot of traffic to my ABOUT page, but never thought more about it. It’s pretty boring.
I’ve been struggling so long trying to get a new site up, I’ve ignored the original one, and driving is going down.
Thanks for the wake up call. I will tweak several pages…Rich

Savio Lopez

Perfect, just what I was looking for.

Thanks Derek!!

Roger Fischel

Thanks for the great post. I have been treating my about me page as a throwaway page that is needed for SEO. While it is too early to draw any conclusions, after changing the about me page for a couple of clients I have watched their traffic spike for that page. Who said you can’t teach an old dog new tricks.

Jane M

Lots of good stuff here, especially since I’m just about to write my first about page.

But… three email sign up forms in a single page? There’s a fine line between making it easy for people to join and desperation – I think you may have crossed it. :-)

Derek Halpern

Data doesn’t lie.

Mr. G

“…three email sign up forms in a single page…”

May is just a matter of usability and making life easier to readers.

We all know how lazy people can be! If you don’t give them the opt-in form in the moment they may need it or think about it you may need a chance.

Geoff

Hey Derek, you’re spot on about the “about”! I actually dedicated a lot of time developing my own about page (built on thesis of course) because I always enjoy reading sites that share a little extra personal flair about the author.

You gave me some good ideas on a few things to add though like adding testimonials and a call to subscribe. Thanks!

Kirk Eisele

Hi Derek,

I noticed that on the social triggers about page you hide the navigation bar so the only action available on-page are the email signup forms. I also noticed that despite being about social media you have no links to Twitter, Facebook Pages, Google+, or a LinkedIn group. Do you feel that it is an error for a blog to attempt to reach out through all those channels instead of just focusing on their email list? Also, is the navbar not showing intentional and borne out by data or a temporary glitch?

Thanks!

Kirk

Derek Halpern

I don’t promote social media. You don’t need to be active on social media to get traffic from it. That’s the secret.

And I got rid of navigation on purpose. I’m testing.

Kirk Eisele

If you have the time to post the results of your hiding navigation test here that would be great! Also, noticed there isn’t an option to receive an email update for comments. Might be worth adding… or is that something that you removed after testing?

Emina

Thanks so much for the wonderful post. I am in the process of building my blog and actually working on “about” page. This post was exactly what I needed so I’ll just follow these and soon will have a rocking about page.

Yvette

What a great post. It’s funny that you pick this up on clients sites but not on your own! So i’m walking the walk on this one. Love the email sign up conversion tip can’t wait to see the results – Thanks Derek :-)

Anne Dovel

I decided to follow your example and see what happens. :) Would appreciate feedback. I don’t have my aWeber form up yet.
http://www.annedovel.com/about-anne-dovel

Ray

Derek,

Great info as always. Have a question, you mentioned email sign-ups
on the about page. In your Great 4 High Converting Places for email Sign-up Forms post, the About page wasn’t one of them. How do I modify the code>

Thanks,
Ray

Bill Cobb

Hi Derek,
Is this your About Page here: http://socialtriggers.com/social-triggers/ ?

For what your article above recommends, I’m looking for examples of what the end result would be?

Thank you so much! Shared this on FB this morning. Bill

Sally

Great tips I had a professional writer write a bio for me over 6 years ago but it didn’t really add much in the way of leads. Now I know why, it was all about me! Now I can tweak it and make it all about what I can do for my website visitor. Thanks!

Ronald Grey

What everybody ought to know…
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Want to know what I think of your advice to create a website “About” page?

My website gives you the answer in one look at what you may find hard to believe is now a one-man operation in a grassroots campaign.

U.S. Army strong and Harvard trained, I’ve always been confident in my proven values and competence to guarantee substance for leadership you can trust. And now I’m developing the style to communicate such substance at my campaign website — thanks to your brilliant advice.

Join me now, along with a growing coalition of people from around the world, in our grassroots campaign to effect greater safety and happiness if you can see how the brilliant advice in this post also works perfectly in copywriting a sales letter such as this comment of mine.

Sincerely,
Ronald Grey

P.S. You can also evaluate this letter and the content on my website in terms of “screening,” defined by “The Economist Dictionary of Economics” as use of a mechanism that allows you to judge unseen characteristics in a thing or person. See http://RonaldGrey.com/Blog

Mandy

Thanks for this article Derek, I took your advice and here’s my new About page if you fancy a look?

http://thephotographerblog.com/about/

Al Spaulding

I thought you were joking for a moment about the 3 email submission forms on your about me page but lo and behold you were absolutely being real about that. I love it! you got me revamping my about me page right this moment. thanks for the advice. I just signed up for your site as well.
Cheers!
~Al

Dustin

Thanks for the write up! I’m in the process of updating the About Us page for http://themespotter.com and will keep these points in mind. I’ve made the mistake in the past (on other websites) of making the About page too much about me, and not my visitors.

Dustin

Lindsey Hightower

Great info. Derek,I never thought about writing anything other than about myself.Now I am changing all my blogs about’s to a tiny bit about me and allot on what my sites are about.

D.J.Rony

Ya, it’s been quite amazing that some of my blogs about pages also got page rank!!! I do not know if they are visited but Google loves the thesis theme this is obvious.

BG Jenkins

Hi Derek,

Great post. Honestly, I just deleted mine about an hour ago because my about page didn’t seem to be working. So glad I saw you blog post. I’ll have to re-do it according to your suggestions. Thanks for sharing.

Homegrownart

Howdy Derek,

Thanks for your emails that have landed me on this post for the second time. Thankfully! I say that because I did not take good notes the first time. Initially, I thought that opt-in pages should not be used on the About page. This time around, I will take action and work on my About page using your guidelines. I still need to figure out how to add the opt-in forms, though. Will I first need to get Aweber to do this? I will reread that article also.

Cheers!

faisal

Should one keep updating the About page with better pics, etc?

Chris

Thanks very much mate this is an awesome post. Your emails are one of the only ones I actually keep !

Thank you

John M

Derek, enough already with the one sentence paragraphs! They’re really a PITA to read…

Trung Nguyen

I think I have to rewrite my about page now :)

Keller Coleman

Derek, you always come up with helpful, timely information. I will take this information and add it to my page. Thanks!

Jim Spencer

Well done Derek. You got me to look at my own site, instead of my usual focus on client sites.
So, I went and changed the lead sentence, added a testimonial and checked things over against your suggestions.
It’s open season for anyone that has further suggestions. I would love to hear them. Here is my about page – http://blogwranglers.com/about

Lisa Kneller

Thanks Derek! Just made these changes and I believe it will make a difference.
I’m kind of wondering how to best SEO this page as About doesn’t say much. :/

My new about page: http://www.midlifelivingwell.com

Jeff

Derek,

Wanted to let you know I’ve implemented asking people to join my FB page in key locations on new blog posts. It’s been a great success so far. I’ve also reconfigured my blog post to fit your template and it flows a lot better. Thanks for all the great info.

Jeff

Lloyd

Just realised we don’t even have an about page! Got an ‘about’ tab with dropdowns but no page. Thanks Derek!

Tiff

My about page looks a lot fuller now that I’ve taken your advice! Thanks Derek! Keep up the good work!!!

Richard

Many good points–Adding the email signup forms is really the easy part of the whole first draft. After looking at many of the “commenter’s” sites I see it’s also a big element that is left out.

Myra

Hi Derek,
I have a bad habit of proof reading everything I read and I see something on your site that needs to be updated. Consider changing ‘went’ to ‘gone’ in the below sentence.

“I’ve even went so far as to having one after section 2, after section 3, and as the closer, which means there are 3 email sign-up forms on my about page.”

Call me the grammar police. Love your info. Thanks!!