The Anatomy Of A Great About Page

Uncover The Anatomy Of An About Page That Converts

Your About page is one of the most crucial elements of any website; it’s where visitors go to get to know your brand, understand your mission, and build trust with your business.

The about page isn’t about you as the business owner or expert (that’s the purpose of the Author page).

Your about page is about the ideal customer and how your business will serve them.

Hubspot says the About Page is the second most important website element. 

While people click on ‘About’ pages to gain a better understanding of the organization, they also need to see themselves as being served by the business.


Your website’s About Page isn’t supposed to be about you.

The Many Names of About Pages

The About page can go by many other names… You may see it referenced in the title or navigation as ‘mission’, ‘story’, or simply, ‘about’. 

As a Showit SEO expert, I have optimized a lot of sites for photographers and creative entrepreneurs–and I‘ve seen plenty of examples of both good and bad About Pages.

For photographers and wedding industry creatives, I typically suggest sticking with ‘About’ as your page Title.

Where Should The About Pages Be Located?

Let’s keep it simple. The About page should be located in the header and the footer. 

What Information Is Included on the About Page?

An “About Us” page serves as a comprehensive window into a brand. Typically, this page will detail:

  • Your target audience and the value you provide them.
  • The origin story and journey of your brand.
  • The core mission and future vision of your company.
  • The principles guiding your brand and their real-world application.
  • Profiles of key team members.
  • A breakdown of how your services function or how your products come to life.

How does an About page help your business’ SEO?

An “About” page is the backbone of a website. While it’s not primarily for search engine rankings, it establishes trust and showcases expertise. 

Drawing from 15 years in SEO and marketing, it’s clear to me that the About page is vital. It details your background, asserts your authority in the industry, and underscores why you’re the best in your field, which all adds legitimacy to your expertise, authority, and trustworthiness (E-E-A-T). 

If your business is considered a local service-based business, the About page is the perfect place to reinforce your location and local affiliations to enhance Local SEO. Not only does this fulfill the need for local authority, but it also allows users to vet the business’ legitimacy/services/background before making a decision or inquiry. 

We implement AboutPage schema on the “About” page to provide search engines with specific details about your business, like your logo, address, phone number, and more. This structured data can help search engines understand and display your content better.

Schema Markup is its own topic, but it is essentially the practice of using structured data and the markups defined by to connect entities and information on the internet. 

It’s crucial to ensure that the content on your “About” page is of high quality, authentic, and provides value to your audience. Avoid over-optimization or stuffing keywords in an unnatural way, as this can negatively impact your SEO and user experience.

How to Design & SEO an About Page

When it comes to designing an eye-catching layout for your about page, there are a few key elements that can make all the difference.

If you’re working within Showit or a Wordpress page builder like Elementor or Divi, you’ll want to set up your About page with the following sections for an optimal user experience and search engine optimization.

8 Showit Canvases Every About Page Needs for SEO & UX

    1. About the client & what they want/do/need
    2. Explain how you solve their desire/what you offer to solve their problem
    3. Introduce whoever is helping them (link to Author page(s))
    4. Reveal how you’ve evolved/company history/State your “aha!” moment.
    5. Cite examples of whom you’ve served/social proof
    6. Services/Locations served (links to service pages)
    7. Describe your values/Highlight reviews that backup your brand values
    8. Tell Them What’s Next/CTA (link to contact page or form submission for newsletter)

8 Showit Canvases Your About Page Needs

Maximize your Showit site with these 8 About page sections. Learn how Showit SEO expert, Stefanie Morris combines SEO & sales psychology for powerful results.
Let’s Go

About Page Frequently Asked Questions

How Much Personal Information Should I Include On My About Page?

When it comes to crafting a great About page, one question that often arises is how much personal information should be included.

It’s important to remember that while your brand storytelling should be infused with personality and authenticity, you also need to set personal boundaries for yourself.

Should I Include A Timeline Of My Career Or Personal Journey On My About Page?

Including a timeline of your career or personal journey on your about page can be both beneficial and challenging.

On one hand, it provides readers with a clear understanding of your professional growth and accomplishments over time. It also adds a level of transparency and authenticity to your brand by allowing visitors to connect with the person behind the website.

How Can I Make My About Page Stand Out From Competitors In My Industry?

When it comes to making my about page stand out from competitors in my industry, visual design and unique storytelling are the two key elements that I always keep in mind.

As a professional who is confident and engaging, I know that my audience has a subconscious desire for innovation. That’s why I strive to create an about page that not only looks visually appealing but also tells a story that sets me apart from others in my field.

By incorporating creative visuals and crafting a narrative with personality, I can ensure that visitors will remember me long after they’ve left my site.

Can I Include Multimedia Elements, Like Videos Or Images, On My About Page?

So you’re wondering if it’s a good idea to use multimedia elements on your about page?

Well, let me tell youincorporating videos or images can definitely make your page more visually appealing and engaging for your audience.

Plus, it gives them a chance to see the faces behind the brand and get a better understanding of who you are as a company.

So why not take advantage of this opportunity to design an exceptional about page that will leave a lasting impression on anyone who visits?

Should I Update My About Page Frequently, Or Is It Okay To Leave It Unchanged For Long Periods Of Time?

Updating your about page frequently offers numerous benefits, such as keeping your audience engaged and informed with the latest developments in your business or brand. It also shows that you value consistency and professionalism, which can boost your credibility among potential customers or clients.

On the other hand, leaving your about page unchanged for long periods of time can make it seem outdated and uninteresting to visitors. By regularly updating this section, you have an opportunity to showcase new projects, accomplishments, and goals.

About Page Recap

Creating the perfect About Page is no easy feat. It takes time, effort and a whole lot of creativity to make it stand out from the rest.

Don’t be afraid to add some personality into your page. Share your journey with your audience and let them get to know the real you.

Does Your Site Need SEO?

Search Engine Optimization (SEO) is an essential marketing tool for online visibility and success. 

I‘m Stefanie Morris, your Showit SEO expert! Contact me today for a complimentary website audit.

Let’s Go

About The Author

Stefanie Morris

I’m a recovering wedding photographer turned Showit SEO expert & marketing consultant. 

Explore the blog to learn how to do keyword research, search engine optimization, and create blog content strategy to uplevel your marketing and drive leads.