A website’s homepage is the first impression, but the about page is where a visitor really gets to know you. The about page is an opportunity to bring a human connection to your brand, and develop the essential know/like/trust factor with potential clients. Think of it as an elevator pitch in which you and your team are the product relating to your target audience.
Our team of professional copywriters have written countless about pages for interior designers and have found the task is an art, not a science. There’s no fill-in-the-blank model, but there are many good rules of thumb to follow. A well-written about page is the key to differentiating yourself from the competition and sharing the passion behind your work. Here are a few tips for writing an about page that converts, according to your in-house copywriting experts.
DO: Write With Your Ideal Client in Mind
Here’s a little plot twist: the about page is actually not about you. It’s about your prospective clients. The goal is to tell your story in a way that convinces visitors that you’re the right studio for the job based on your personality, charisma, and credentials. This website page is a chance to emphasize value by sharing any personal achievements, qualifications, or industry-related experience. As you’re writing, think about your ideal client and how you might relate to them. Be straightforward and write in their language as it fits within your overall brand voice.
DON’T: Write in the First-Person
As a general rule, we don’t recommend writing your about page in first-person language. This is especially true when a studio includes multiple team members. Writing in the third-person gives your about page a stronger sense of authority and allows you to share all your education, skills, and accomplishments without feeling awkward. Another bonus is that a third-person about page can double as your bio for future press coverage or speaking engagements.
However, if your brand voice is more casual and personal in nature, it’s possible to get away with an about page written in the first-person. Just be sure to carry that first-person language across your entire website for consistency.
DO: Differentiate Yourself From the Competition
In such a competitive industry, there are dozens of other interior designers and websites with services similar to yours. What makes you different? If it’s your experience and expertise, include your credentials. If it’s your business ethics or rates, this is the time to share it.
Your about page is both an autobiography and a sales pitch—a place where you present the best version of yourself and your business. If a piece of information could help potential clients decide to hire you, include it.
DON’T: Go Overboard With Personal Information
It’s important to humanize your brand on the about page, but keep the non-relevant information to a minimum. Of course, you’ll want to share your purpose in creating your business and why you’re so passionate about this work, all in a way that feels friendly and approachable. You can include tidbits like where you’re from, personal hobbies, favorite projects, and where you find inspiration. However, avoid going into too much detail on personal family information or past work experience that’s not relevant to interior design. Along with the copy, include a high-quality headshot (read: not a family photo) featuring you alone or with your team.
DO: Include Your Team Members
We recommend including team members on the about page to show the value of working with your team. It also provides an introduction to anyone your potential client might be connecting with throughout their project. Include a short and sweet bio (think one brief paragraph) for each team member with a high-quality headshot, name, and title. Consistent headshot imagery is definitely a plus.
DON’T: Overlook SEO
Once you’re finished writing, go back and check for keywords that might be helpful for search engine traction. This is the easiest page to weave in organic SEO. Be sure to include your location, specific descriptions of what you do and who your business is for. It might feel obvious, but if you’re an interior designer based in San Francisco, those exact words need to be in your about page copy.
Bonus points for including backlinks to your other pages on your website throughout your about page copy. Every time you can link back to another page on your site like services or portfolio, Google rewards you in search result rankings.
DO: End With a CTA
You’ve written a solid about page, but now what? Lead your potential client where you want them to go so they don’t click away elsewhere. If you have a newsletter sign-up, press features, or social media pages, link them at the bottom. Or, can you nudge the reader towards your contact page to send an initial inquiry.
These set of dos and don'ts help you write a compelling about page, but if DIY isn’t for you, IDCO Studio offers commissioned copywriting services to tell the story of your brand.
Photography by Madeline Harper