About Page Breakdown: The Tate Museum

about page breakdown tate museum.jpg

I’ve decided my new job is to advocate for the About Page.

Because it needs an advocate.

They are one of the most visited pages on a website but so often end up as a dead end.

Why is that?

About Pages should be working harder for companies and converting more visitors into customers.

Let’s dive into an About Page for a non-profit- The Tate Museum in London.

Why the Tate?

I recently visited a friend in that rainy European city and everyone kept telling me how amazing it was. Gotta pull inspiration from every day life, ya know?

It’s also a really great About Page to explore how to organize the sections on your About Page to better pull people in.

tate museum about page breakdown

Tate Museum - About Page

Their page is a great example (and not so great example) of how to approach telling your story as a non-profit.

It starts off with their mission. Perfect.

Our mission is to increase the public’s enjoyment and understanding of British art from the 16th century to the present day and of international modern and contemporary art.


What a incredibly detailed mission.

I love this.

I find a lot of companies are scared to get into the weeds with their mission and usually end up with something fluffy like “Our mission is to empower freelancers to close higher-paying clients.”

Your first reaction to a mission like this might be YES SIGN ME UP but you’re next reaction probably is…but…how? What does “empower” mean????

Tate Museum kicks off their About Page with their very detailed focused mission, instantly letting visitors know what they are about, no questions asked.

But then the page gets a little wonky.

It has all of the elements of the PAS model…

Wait - let’s do a quick refresher of that sales page model before we go any further.

  1. Problem - what’s the big problem the reader is facing?

  2. Agitation - how do you agitate that even more?

  3. Solution - now that they’re all riled up, how do you solve it for them?

(learn more about PAS here)

Ok, back to the Tate.

Their About Page has all of those elements, but they are just in the wrong order.

A non-profit museum has different priorities than a for-profit entity, but they are still solving a problem.

For the Tate it’s how to get more people to enjoy art (and get more funding).

They need to show how they are helping people enjoy art first and foremost.

The sections on the Tate Museum’s page are, in this order:

  1. Who we are

  2. Our senior staff

  3. Our work

  4. Working at the Tate

  5. Business Services

  6. Get in touch (hooray for having a call to action, Tate!)

All of the elements of a good about page are there, but what would happen we just subtly shifted them around?

  1. Our work

  2. Who we are

  3. Our senior staff

  4. Working at the Tate

  5. Business Services

  6. Get in touch

about page copywriting breakdown tate museum

With one section change, all of a sudden the reader knows exactly what they do and how they do it.

Then they might be interested in who they are.

Just a simple re-ordering of the page and BOOM - the About Page is much more effective.

When a potential visitor or funder comes to an About Page for a non-profit they aren’t looking at the leadership.

They are trying to determine how effective the non-profit really is at achieving their mission.

The Tate needs to kick off their page with their work - their proof that they are actively helping more people enjoy and understand British art.

Yes, there are other things the Tate could do to lift their page, but why not just start will this small fix?

Take a look at your own About Page - is it in the right order?

Do you start with bios, then an origin story, then…nothing?
How can you re-organize the sections you already have to make the page more effective?

Not sure how to do it?

Skip the proposal process and book me instantly to write your conversion-focused strategically crafted About Page in just one week.

Want more breakdowns?

  1. Certified B-Corp - Cotopaxi

  2. Saas - Intuit

  3. Solopreneur/Freelancer - Jay Clouse