The Anatomy of an Unforgettable About Page

Do you know what the most vital asset on your website is?

If you guessed your “about” page, you’re correct.

It’s the most visited page on any website, and it’s the page people view to see if they’re interested in what you’re offering.

They want to know if they can buy-into and get behind your mission. They want to know if you’re someone they can trust and believe will lead them to where they want to go.

Your Hero Story does exactly that. It’s the call that brings people to rally behind your message. Done right, it’s a message that others will want to share and spread.

Even if you don’t think you have a compelling story, or your message is boring, this infographic will help you craft a compelling, exciting call-to-arms that will amplify your cause.


Want More Explanation of Each Part of This Infographic?

The Hero Story course guides you through each of the elements, step-by-step on crafting an unforgettable about page.

Video training and a customized workbook guide you to uncovering a story that powerfully spreads the message of your work.

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CrisisMavenKyana MayfieldCatherine ChisnallMonty CampbellJane Manthorpe Recent comment authors
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Thanks Jonathan. I really needed this. I had kind of wondered what I should do with my “about” page and I didn’t feel as if it were strong enough. The graphic really helps. Keep up the good work.


Incredibly helpful infographic to create an awesome About page! Good call on including those Calls to Actions!


Thanks Jonathan this is more of the great stuff you create continuously. I look forward to learning more from you.


Hi Jonathan, As a copywriter, I love this. I wish more people would do this! For the opening line, and with other copy, I’d advise to look beyond the features/benefits side of the product/service, and look at the psychology of the buyer. And the psychology is all about their values, perceptions of the world, and identity. For example, if I were selling an Audi A8: Features: cool rims, air con, gorgeous exterior. Benefits: Driving it makes you feel sexy, accomplished, confident Psychology: Driving a car declares my belief in hard work, shuts up the haters and fills my family with… Read more »

Jane Manthorpe

Many thanks Jonathan, appreciate reading about this at the perfect time as not got about me page yet
This looks a great way to do lay it out, will give it shot.
cheers Jane

Monty Campbell

Great post Jonathan. A lot of people tell me that my About page is very unique. I think it resonates with many people, because I get more subscribers on my About page than any other page on my blog. Thanks for sharing these tips. I can use them to make my About page even better.


Catherine Chisnall

You hit the nail on the head 9/10 with your posts Jonathan, thanks for this :)

Kyana Mayfield

Whoa. Exactly what I was looking for. Talk about synchronicity. Love the infographic – makes things about 90% easier.


The problem with most people is they are either too shy or too gregarious. Both of which make terrible “abouts”. I would suggest for anyone to get some friends (provided they have any …) to write the About page and then see what is in that. After all, we also don’t write our own obituaries. We can then still put our own spin on it but you’ll be amazed what your friends point out to be your strengths vs. what you yourself would list.

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