How to write the perfect About page for your website
It’s one of the most visited pages on any website and yet easily overlooked by many business owners. Often it’s relegated to the bottom of a website and for other sites, it is completely missing.
A client of mine recently confessed to me that after a year of putting it off, she had finally begun writing her About page. The reason for the sudden action? A customer had emailed her and asked her why she didn’t have one! That was enough to get her moving on it quickly.
For many people, it is the most difficult page on your website to write. It can be hard to know what to say when you live and breath your business every day. For many people putting their passion and brand story into words succinctly is a task they’d rather avoid. However, done correctly it can have a massive impact on your personal brand and business.
If you need some inspiration to write or revamp your About page read on for these tips.
Creating your About page
When creating your About page it’s important to remember that people want to do business with people. A clear and engaging About page gives readers the opportunity to get to know the person behind the brand. A common mistake people make when writing an About page is thinking that it is a page about them. Instead, remember you are writing this page for your audience whether that’s your customers, client or readers. Consider what information your audience needs in order to know you better, to like you and most importantly to trust you enough to want to do business with you.
First person or third person
Choose whether you will write your About page in the third person or the first person. There is no right or wrong and both work well. Although there are many ways to write an About page it should always be authentic and personable. Here is a great example from Time Stylers of an About page that is written in the third person but is still relatable and provides insight into the person behind the brand.
Keep it short but informative
Many people find that they either have too much to say or not enough. If you find yourself wanting to tell your life story, consider writing a separate post specifically about your journey and provide a link on the about page so that those who are interested in reading more about you can do so at their leisure. If on the other hand, you find you are stuck for words ask a friend who knows you well to help you identify the information you should share.
Tell your brand story
Include the brand story or the history of the business and how it has changed or grown. Provide some insights into why you started your business and the values your business represents. The Thankyou company does a great job of using statistics and facts to share their brand story and passion for their cause as well as introducing the key players in the business.
Explain the problem your product or service solves?
Describe the people that you help and outline the typical problems that they face and how you help solve the problem for them. Here is an example by Moxie who make sanitary products. The note from founder Mia Klitsis effectively explains problems women can easily relate to when it comes to menstruation.
Share something personal.
To avoid oversharing and boring your readers keep it light, humorous but interesting. After sharing your story you could try including – 5 things your readers may not know about you! See how I used this in my About page.
Choose a conversational tone
Write as if you are speaking to a friend. A great way to do this is to shorten your words.
For example, I have not been in the industry as long as others so my ideas are fresh.
I haven’t been in the industry as long as others so my ideas are fresh.
Keep the page engaging by breaking up the layout
Keep people reading your page by ensuring its design is pleasing to the eye. Avoid too much text, create intentional spaces and different elements for the readers such as images, video, breakout boxes and infographics.
Here is an example of one of my favourite About pages by Photographer and Marketer Jenna Kutcher
Include an Image of yourself
An image of you is a must for an About page. Choose a highquality image that is authentically you and demonstrates how approachable and professional you are. Another option is to have a short welcome video on the page that people can view if they choose. If you have a team you may choose to put them on your page too. Images of you doing what you love is always a good idea. If you are a gardener include images of you in the garden. if you are a cook then have some images of you in the kitchen.
Introduce the team
If you have a team then a picture of you with them is can work well. The Big Group a catering and events company does this particularly well. They have included some fabulous fun images of their team in different working environments
Include Social proof
A great way to gain trust and credibility is to include some of your success stories, your best reviews, logos of companies you’ve worked with or awards you’ve received.
Call to action
Every good About page should have a call to action. This is a great place to encourage your readers to connect with you. A link to subscribe to your newsletter or an offer on your product or services works well here.
Don’t forget to share how your reader can get to know you better by providing your social media handles .
There is no time like the present. Its time to get writing and sharing with your readers an insight into why you do what you do.
Have you got any other tips you’d like to share?
This post was originally written for and published in Leaders in Heels