Your About page is an essential part of your website because it communicates who you are to your potential customers.
Visitors to your About Us page are potential paying customers who want a big picture of what you do. They’re seeing if you’re right for them and checking out your background.
Many businesses make the mistake of treating the About page as an afterthought, but it’s essential to your website’s success.
Here’s how to do it right.
8 Tips To Writing An Awesome About Page
1. Focus on the Reader
The important thing to realize is that your About page just about you. The real focus should be on the reader.
This page explains to the reader how you uniquely solve their problems. In addition to the essential facts, it also explains your vision for a better world. A good headline for your About page is something like, “I help businesses _____.” It says what you do but puts the focus on them.
Show them they are in the right place up front.
2. Use your Personality - Cut the Hype
The About page is a place for factual information, not hype or promotion. While you want to explain the unique value you offer, you don’t want to appear to be bragging and certainly not boring.
A visitor doesn’t come here ready to buy. They’re gathering information about you and your company and deciding if they want to investigate further on your site.
It’s important to use your own voice and you can even get a little bit personal. Remember you want to make a connection with your reader and this is how you stand out amongst others in your industry.
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3. Include an Image and Good Quality Photos
This is a great place to put a high-quality image. The addition of an image to any page on your site helps to make it more interesting. Images help break up content and show cases your branding style.
Since this page is about you, the best choice is to use a picture of your smiling face, your employees’ smiling faces, or something about your company that puts a human face on it.
It could also be a product image or portfolio of works (but keep it to a minimum) or something related to your business that conveys your brand image.
If you need some inspiration for images you can checkout Stock Styled Photography Society or Her Creative Studio. It’s worth the investment. Both of them have gorgeous photography and you can brand them using the free version of Canva.
4. Emphasize Your Uniqueness
Your visitor arrives at this page wondering what sets you apart from other similar businesses. This is a good place to emphasize your uniqueness. Explain how you’re different from the competition.
A great way to do this is to tell your brand story. All the content here should help show potential customers why they should buy from you and not somebody else.
Your story should describe why you do what you do or how your business was shaped.
5. Refer to your Customer Profile
Create a detailed profile of your ideal customer. Write your About page content specifically for this person.
For example, you would write differently for a young mother looking for healthy products versus a start-up entrepreneur looking for business solutions. You must know exactly who you’re writing for so that you can address their questions and concerns.
If you spend enough time on creating an ideal customer profile you can brainstorm the problems they are experiencing and create solutions to those problems.
This is how you create products and services that sell to the masses.
6. Include a Call To Action
Always include a call to action button. Guide your readers on what step to take next. Some examples are:
7. Use Headings Throughout Your About Page
Use headings to help break up your content into sections.
This helps your reader skim through the page to make sure they want to spend time reading it.
Headings known as H1, H2 & H3 are great for SEO too. Make sure you use them to your advance with the right key words.
For more tips on SEO read: 5 Top SEO Strategies to Gain Traction
8. Check Your Work!
While sticking to facts and addressing the visitor’s concerns, spend some time on the writing to make it interesting. Get creative but also make sure it’s clear immediately what you do. Edit carefully as a typo or misspelling on your About page can damage your credibility.
Ready to Write an About Page For your Website?
Need more help? Read our related blog: 7 Essential Website Elemementswhich will help you create amazing website content.
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