How to Write the Perfect About Page: Prove You’re Not a Gangster

I f your business gets leads and clients online, then the one and only objective of your “About” page is to eliminate any suspicion that your website is a front for organized crime.

I’m not kidding about this at all.

You know that you’re not a foreign-based gangster who steals people’s personal information. But strangers who find your website think you could be.

That’s why you need an About page (the link is to my About page) that eliminates any concern about the legitimacy of your business. So, to write the perfect About page:

• Share the locations where you can be found online: Twitter, Facebook, LinkedIn, Instagram, wherever they can see that your story checks out.

• Share your story: tell how your business came to be formed. If you’ve been in business a long time, showcase it.

• Share your background: explain where you grew up, where you went to high school, where you attended college, and if you went to grad school.

• Share your community involvement: talk about any charities and causes you are involved in. Point out the positions you’ve held.

• Include photos of yourself: use ones that show you with other human beings. And don’t be standing in front of a mansion, leaning on a Maserati; nobody will believe the mansion and car belong to you.

• Include your phone number.

• Include your address so the most suspicious among us can Google-Earth it: don’t be paranoid about this — prospective clients want to be assured that you don’t work out of corrugated-steel garage next to the Interstate.

Finally, give your About page a prominent, easy-to-find location in your navigation. Placing it right next to the Home page is perfect.