🧬 What most About pages get wrong

And how Zocdoc does it right.

⏰ Read time: 3.5 mins

Is your About page turning people off?

The answer could be yes.

I see the same issue across many health websites (and all industries, actually).

Because in truth, the company About page isn’t what you think it is…

Today, I’ll show you:

what this page is really about
how to form a real connection with your reader

Let’s dive in.

Picture this.

You meet someone at a party and totally hit it off.

You exchange numbers and arrange a time to go on a date.

You arrive with butterflies in your stomach.

But 30 minutes in, you realize your date has not stopped talking about themselves.

Every time you try to share something, they interject with a story about them.

Annoying, right?

That’s what it feels like when website copy centers 100% on the brand.

And there’s no bigger offender than the About page…

Contrary to popular belief (and wide practice), your About page shouldn’t be all about you.

Because your marketing messaging should always focus on your customer.

Here’s what most About pages look like:

Our Mission
Our Story
Our Vision
Our Team

…that’s it.

But the thing is, your About page is the 2nd most visited page on your website.

It’s where people come to find out if you’re the right one to help them.

This is where you should hammer home:

the problem you solve
what makes you uniquely capable to do so

Keep reading to find out how to do it right, with an example from one of my favorite healthcare brands.

DECODED: ZOCDOC’S ABOUT PAGE

TL;DR:

Zocdoc flips the script on the traditional About page. And shows us how customer-focused storytelling can turn your page into a persuasive powerhouse to get people rallying around your mission.

Here’s what Zocdoc does incredibly well on their About page…

BREAKDOWN

1. Provocative, engaging headline

I love that they start their About page with “should”.

Using “should” (or shouldn’t) in a headline is a super effective way to grab attention, stand for/against something, and show why your solution is new, different, and better.

2. Snappy storytelling

Were you also nodding along in agreement when you read that?

Zocdoc does a masterful job of moving the reader through this story to create connection and spark desire for change.

They use short, choppy sentence fragments to engage the reader and keep ’em reading.

3. The focus stays on the customer

Notice how far we are down the page before we see the word “we”.

And even though this section introduces the brand, they don’t talk about how amazing their innovation is.

Rather, they emphasize how they improve patient lives.

4. They show that they get their audience

This sentence: “Doctors didn’t eat ramen in residency to become digital marketers” is brilliant.

Setting the stage with a real-life example like this shows that Zocdoc really gets its audience and resonates with their struggles. Which makes their message much more compelling.

5. Great use of repetition

They start every sentence in this paragraph with: “A place where”.

The About page is the perfect spot for repetitive copy like this, because it helps to anchor your message firmly in your reader’s mind.

Below this section, they show their leadership team with a CTA to a Team page, logos of investors, and resources to learn more about Zocdoc.

KEY TAKEAWAY

Many brands treat the About page as an afterthought. Like it doesn’t matter for conversions.

But it does.

So it shouldn’t read like a company CV or have a single paragraph telling your story before introducing your leadership team.

When creating your About page, remember this: Your customer cares about themselves.

So focus on them, their problems, and how your health product enhances their life, not just your company values and team.

My favorite copywriting formula for this page is P-A-S:

Problem: what are you here to solve?

Agitation: how does that problem show up in your customer’s life?

Solution: how does your offer solve that?

Pro tip: To ensure this page actually drives conversions, you’ll need to include a persuasive close. Which you can find out how to do in this article: The #1 thing missing from health websites.

~ Kayla

Whenever you’re ready, here are a few ways I can help you:

1. Website Copy & Brand Messaging

Turn more browsers into buyers with website copy that speaks directly to your audience’s pains and desires (and makes them kick themselves for not finding you sooner).

2. Email Copy & Strategy

Tap into the gold mine of your email list with strategic sequences that delight subscribers and fire up your conversions.

3. The Copy Accelerator

In a rush to get this done yesterday? Get conversion copy for your website, landing page, or email sequence done and dusted within your tight timeline.

4. Website Review

Give your site a quick win with low effort, high-impact, and ready-to-implement recommendations to increase conversions.

Binge-worthy reads:

🧬 The #1 thing missing from health websites

How Bloomlife gets the “yes”.

🧬 Eleos Health’s painkiller messaging strategy

A playbook to rally people around the problem you solve.

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top health brands 🧬

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Grow your impact.

🧬 What most About pages get wrong

Want breakdowns like this sent straight to you?

Want breakdowns like this sent straight to you?

Decode the DNA of top health brands 🧬

Decode the DNA of
top health brands 🧬