3 Different Ways To Write Your About Page Headline (With Examples!)

Writing an About page headline is the worst fucking part of writing a website. Like, how do you talk about yourself in a way that feels normal but not braggy, about you, but also about your audience, and includes a keyword that will help you rank in search results?

Impossible.

Unless you have some high CTR headline formulas in your back pocket.

So whether you’re writing your OWN About page and got stuck on the headline or are a copywriter trying to write an on-brand headline for a client, try one of these formulas.

But first, DO NOT write…

I literally forbid you from writing About Me, Meet The Team, Our Story, Get To Know Us, or any other cop-out headline. 

It does nothing to tell your audience what you do. 

It’s BORINGGGGG.

It doesn’t have keywords.

It doesn’t make you unique, and definitely doesn’t make you memorable.

And you can do better, I swear. Here’s how:

3 High CTR About Page Headline Formulas to Steal

The strongest About page headlines give visitors a reason to keep reading by focusing on what they care about. Readers are selfish, so talking directly to why they’re here in the first place helps conversions. Here are three high-CTR formulas you can customize for your own business or your clients’. 

1. The Not-About-You Headline Formula

If the thought of writing your About page makes you cringe, I have good news! Your About page doesn’t have to be about you at all. 

Ask a question to get the reader involved. It takes your About page from “learn all about me, me, me!” to “hey, this is actually a conversation, and I want you to get to know me while *I* also get to know YOU.“ 

Here’s an example of how this works.

2. Add Personality

Not exactly a formula, but this is your official permission to add personality to your About page headline. In fact, it’s encouraged.

Wanna know the #1 thing that makes my leads convert?

The part of my About page where I say “I’m a chocolate addict with no intent on seeking recovery.”

It’s not my H1 headline, but it DOES get people to convert. Often.

3. Value Proposition

Kick things off by telling them what you do and why you’re unique. 

Formula: We Help [Audience] [Achieve Desired Result] Without [Common Pain Point] 

But don’t get freaked out about making yourself sound cool. Think of your About page as a one-on-one conversation you’re having with a friend. One friend, just the two of you. Take the pressure off a bit!

>> Read this blog to learn how to write the rest of your About page!

7 About Page Headline Examples

Here are some of my favorite About page headlines I’ve written for clients. I’ll tell you the headline, who it was written for, the goal behind the headline, and the message we wanted to give to their audience.

1. “Wedding photographers can be like a one-night stand.” 

Written for Allie Dowd, a wedding photographer who hates doing things the traditional way. 

GOAL: Help people realize that there is a different option.

MESSAGE: Comparing wedding photographers to a one-night stand immediately signals that Allie doesn’t believe in the traditional, overly formal approach to wedding photography.

2. “Stop second-guessing, and start getting second dates.” 

Written for Celeste Moore, a dating & image consultant for men in midlife.

GOAL: Get straight to the point and call out the real reason they’re looking for a dating consultant: to get past the first date.

MESSAGE: “Second dates” turns Celeste’s promise into a relatable outcome for men who are tired of striking out in dating.

3. “You need an accountant who’s going to understand every little thing about your business—not one who’s going to refer to it as your little blog.” 

Written for Ansley Beutler, a CPA who actually understands what the frick we’re doing over here online. 

GOAL: Empathize with clients who have been misunderstood in the past and want an accountant who gets it.

MESSAGE: “Your little blog” is intentionally dismissive, because that’s exactly what Ansley doesn’t do. The headline speaks to online business owners who need an accountant who understands how their business makes money.

4. “Spicing up social media, one food and wellness brand at a time.” 

Written for Sarah Price, a social media manager specializing in serving product-based businesses in the food and wellness space. 

GOAL: Talk directly to her target audience so food and wellness brands immediately know they’re in the right place. 

MESSAGE: “Spicing up” gives the headline a playful nod to the food industry while making the service feel more creative and fun. 

5. “I don’t want your wedding to be your best day ever.” 

Written for Kayla Madden, a wedding planner who believes your life should be full of ‘best days ever’ instead. 

GOAL: Make people stop and think, “Wait, what???”

MESSAGE: The headline intentionally challenges the cliché idea that your wedding should be the “best day ever.” It reflects Kayla’s belief that a wedding shouldn’t be pressured to be the peak of your entire life. 

6. “Once-in-a-lifetime experiences, custom produced for you and your guests.” 

Written for an NYC-based custom event production company, Monocle Productions.

GOAL: Sharing what they do and that it’s a custom experience for everyone they work with.

MESSAGE: We’re communicating that Monocle Productions doesn’t offer cookie-cutter event packages and the level of exclusivity and intentionality behind their events. 

7. “If you’re passionate as heck about your small business, then we’re the organic marketing agency for you.”

Written for a boutique marketing agency, owned by a team of two Minnesota-based besties.

GOAL: Emphasize who they are and what they do, while also ensuring their ideal client that they’re the right marketing agency for them.

MESSAGE: The phrase “passionate as heck” was a nod to their Midwest culture, and using “your small business” was intentional, because they prefer to work with small business owners.

And, while we’re here…

I’m also pretty partial to the About page intro on my own site… Check it out below and see how I bring my readers straight into a 1:1 conversation with me by creating common ground, showing them I know how they’re feeling, and then introducing myself in a casual, interesting way.

And if you want to learn even MORE about how to write your own About page?

My self-paced website copywriting course was created for situations exactly like this: to help you out of the sticky situations that snag your drafting process.

I literally have an entire chapter of the course called “What To Do When You’re Stuck” with 20+ exercises designed specifically to get you out of the most common roadblocks when writing your own website copy, like not knowing what to say, and feeling awkward selling yourself, and finding your differentiator, and not having social proof yet, and… you get the picture.

In Site Series® SPRINT, you’ll learn the basics of copywriting, how to discover your brand personality, and EVERYTHING you need to know about how to write your Home, About, Services, Contact, and 404 Error pages — plus some sickkk bonus lessons on extra pages like Subscribe, Freebie, Links, Coming Soon, Confirmation, and more.

To learn more about what’s included with the course and how you can join, check it out right here!

ORRRR, if you’d rather stick to learning for free for now, subscribe to my newsletter for one copywriting tip once a week!