How to write an About Page headline
Or… What do you actually do?
Your About Page headline should tell readers exactly what you do and who you do it for. It acts as a vibe-check for potential clients and as a way to tell search engines what you are really about.
It might seem obvious to you, but you wouldn't believe the number of times I've read to the end of an About page and still wonder: "But what do they actually do?"
Writing an About Page headline that clearly tells people exactly what you do and who you do it for serves two purposes:
Quickly lets people qualify themselves in or out. People are nosey! About Pages are usually amongst the most-visited on any website (go check your stats and tell me if I’m wrong). We go there to get some context and a quick vibe check. If people know what you do, what challenges you meet, and who you typically work with, they can quickly decide whether you might be the right fit.
SEO, babe. Your page title, or headline (AKA the H1) gives Google a big clue about what to expect on the page. And (I am vastly over-simplifying here) if Google knows what to expect on the page, it can start to see how well you meet searchers’ expectations—which is a big part of figuring out how to rank your page in the search results.
How to do it right now
Hop on over to your about page and have a quick read of the headline. Does it say, in layman's terms, what you do? If not, go in and work it into your copy.
“About me” or “Meet the team” just won’t cut it. Think about what potential clients or customers might search for, in order to land on your About page.
If you're struggling to find the "layman's terms" version, ask yourself how you'd explain it to someone who isn't at all involved in your industry: your grandma, your five-year-old, or maybe your barista.
Writing your own About page copy? Download this free checklist to make sure you have everything you need, and book a Takeout Copy Audit to get edits and suggestions on your About Page.