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Your website’s about page is important, and that’s why it’s one of the main web pages every brand needs. It tells your visitors about who you are (or your team/business), what you value, and what to expect from you. About pages are perfect for establishing a better relationship with your target audience. They can be the deciding factor in whether or not a client decides to work with you or why someone purchases your product.
That being said, you want to make sure your About page hits on all the right notes. What should it include and how do you incorporate it into your website design? A great about page even has the potential to rank in search engines.
You do not need to be an expert at copywriting, SEO, or design to create a great about page.
In this post we want to share some tips as well as the 20 best block patterns for an about page, to make designing yours quick and easy.
What Are Blocks & Patterns?
Before we get to the list, I want to quickly preface this topic by explaining what blocks and patterns are.
Blocks have revolutionized web design in a lot of big ways. For one, they make it quicker and easier for people with no design experience or coding knowledge to create engaging, professional pages.
We know blocks and WordPress’ now default editor, Gutenberg, is still new to a lot of people. We know there is a learning curve, but we don’t want that to deter you from moving forward. So we created the Mai Pattern Library as part of the Mai Design Pack.
Mai Design Pack and Mai Solution owners have access to the Mai Pattern Library.
Patterns are essentially templates—groups of different blocks assembled in various configurations for common website uses.
For example, there are patterns for contact forms, CTAs, FAQs, page headers, testimonials, landing pages, homepages, and much more. Plus we are adding new patterns all the time!
To use a pattern on your Mai Theme website, simply find a pattern that you like, copy it, and paste it into your page or post wherever you want. Then, swap out the content, images, and headlines with your own. It’s that easy!
To make it even simpler for you to build a remarkable about page, we are including pattern recommendations from the Mai Pattern Library in this post.
Don’t already own the Design Pack? See what all the fuss is about.
Now, let’s get down to the list!
The Best Blocks/Patterns for a Website About Page
Your About page may share a lot of similarities with your homepage, but they should not be exact mirrors of each other.
A homepage should focus more on the broad strokes, highlighting your various products, services, and other key content.
Your about page on the other hand should provide a deep look inside your brand. How did you get started, why, who are you, what is your background and expertise, and how do you plan to help people.
1. Your Bio & Photo
Many small businesses center around a person or team. You are not just a face in the crowd—you are what makes the business tick.
Whether it’s an About the Company, About Me, or About Us page, you need to let people in on who you are, your message, your core values, and how you are here to help them.
This is your (or your team members’) first impression with first time site visitors, so make it count.
You may also want to include your Twitter, Facebook, LinkedIn, and/or other social media links where people can connect with you.
A simple, two column layout (use Mai Columns for greater control) with your photo on one side and some text or a heading on the other side, works great for introducing yourself. Get this pattern: https://bizbudding.com/patterns/team-4/
Give your team a place to share their professional bio, experience, and links. Get this pattern: https://bizbudding.com/patterns/team-1/
2. A CTA (Lead Magnet)
Did you know your about page can be a great place to offer your website visitors a free resource to help them get started?
This could be an ebook, email series, tutorial, or another download or offer to help keep moving along in their journey to becoming a loyal customer.
Food bloggers, try this recipe/newsletter CTA pattern. Get this pattern: https://bizbudding.com/patterns/cta-6/
Free Guide / Ebook
Try this versatile pattern to add a free guide/ebook opt-in to your About page. Get this pattern: https://bizbudding.com/patterns/cta-8/
3. Handpicked Posts or Categories
These could be your top performing posts, those in a certain category, or simply your favorite posts for a beginner.
Use this pattern to show off your favorite posts. Simply paste it into your page and choose the posts you want it to display. Get this pattern: https://bizbudding.com/patterns/feature-5/
Want to provide a selection of categories that people can choose from instead? Get this pattern: https://bizbudding.com/patterns/feature-9/
4. An FAQ
For larger businesses, the about page tends to be more about the company, its story, origins, milestones, company values, value proposition, and mission statement. In this case, an FAQ section can make a lot of sense on an about page.
This allows people to get some of their biggest questions and objections about your brand resolved in a very natural way.
This can be your entire FAQ or an abbreviated version that answers the broader questions people may have about your products/services.
This FAQ pattern expands and collapses to save space and provide an interactive element. Get this pattern: https://bizbudding.com/patterns/faq-1/
We love the style and easy readability of this FAQ pattern. How about you? Get the pattern: https://bizbudding.com/patterns/faq-2/
5. A Work With Me or Contact Form
Are you a consultant, agency, coach, mentor, trainer, or teacher? Then you should have a work with me or contact form on your about page where your potential clients can sign up for a quick phone call with you.
Contact Form with Image
Display your photo and a message alongside your contact form for a personal touch. Get this pattern: https://bizbudding.com/patterns/contact-form-4/
Simple Contact Form
Use this simple contact form toward the bottom of the page to capture potential leads who have scrolled all the way through. Get this pattern: https://bizbudding.com/patterns/contact-form-2/
Videos are awesome for engagement and can be a key selling point in your digital marketing strategy! Why not include one your about page?
This could be you speaking about your business mission and how you intend to help people or you showing the functionality of your product.
Videos are great at building trust because people get to see the real you.
Cover Block with Columns
This pattern is an example of a cover block with text, columns, and a video. You can include a video where you address your audience and some copy that talks about your experience or the benefits of working with you. Get this pattern: https://bizbudding.com/patterns/cta-9/
Compliment your video with a some standout headlines and a little bit of copy with this pattern. Get this pattern: https://bizbudding.com/patterns/cta-3/
Highlight your services on your about page to start getting potential customers comfortable with the options available to them.
Services with images
Highlight your service options with some headings, copy, and images with this pattern. Get this pattern: https://bizbudding.com/patterns/feature-2/
Services with Icons
Instead of images, how about icons to display your services like in this pattern? Get this pattern: https://bizbudding.com/patterns/feature-6/
8. Social Proof
Adding some social proof to your about page can be a great way to solidify your expertise and build more trust.
Remember this is an about page, so save the hard sell for your sales landing pages, and keep it subtle.
A few well-placed testimonials or case studies can be a great addition.
Try this single testimonial pattern to add some subtle social proof to your About page. Get this pattern: https://bizbudding.com/patterns/testimonial-1/
Or, try this clean and professional testimonial pattern to show off multiple testimonials. Get this pattern: https://bizbudding.com/patterns/testimonial-3/
9. A Bold Statement
Use a cover block with a background image to highlight some important copy, your audience’s pain points, or anything else you want to draw attention to.
Cover Block with Text
A bold statement against a background can really draw a visitor’s eye like in this pattern. Get this pattern: https://bizbudding.com/patterns/feature-3/
Simple with Button
For more simple styling and a CTA button, try this pattern. Get this pattern: https://bizbudding.com/patterns/cta-2/
10. Featured In / Publications
Your about page is the perfect place to nerd out on your accomplishments. Share where you’ve been featured, who you’ve worked with, publications and media, and/or some of your best work or link to your portfolio.
Don’t worry about sounding braggy. Your potential customers want to know that you are not just some fly by night huckster. Giving your visitors a deeper look into your credentials can help solidify your credibility and authority.
Include a section like with client logos or where you’ve been featured to build credibility. Get this pattern: https://bizbudding.com/pattern-category/logos/
Showcase your favorite portfolio items and categories with this pattern. Get this pattern: https://bizbudding.com/patterns/portfolio-3/
Don’t Try to Do Too Much
Don’t try to stuff all of these elements onto your about page if they don’t feel right for you or your business. Pick and choose the ones that fit best and build around that.
Any web developer or graphic designer will tell you that sometimes a minimalist page design is the best approach for user experience. Hone in on the most important things you want people to know or do.
Include one or two eye-catching images (maybe one of you), and make sure there is plenty of white space throughout the page.