How to Write The Perfect “About” Page for Your Website
We all know that an About page is one of the most important pages on your website.
It’s not only a great way to introduce yourself and your brand, but it also lays out exactly what you do for potential customers.
You want this page to be engaging and professional so that people will actually read it!
But how do you get started? Follow these steps below
What makes the perfect About page?
There are certain key elements that you have to include that will not only grab the reader’s attention but will also hold it long enough to stay and read everything.
This page also needs to explain things so that your visitors get to know who you are without even having a meeting with you in person.
Take a few moments to jot down ideas and the answers to these questions:
- Who are you and what does your business stand for?
- How did everything begin for your company?
- How exactly do you help your clients and solve their problems?
- It can bring in money — You need customers, and one way to get them is by writing copy that sells your brand to them.
- Create loyalty — Draw in readers and instil a sense of familiarity amongst your customers.
- Improve your brand — Remind the reader what your brand stands for and who it was created for.
- Attract the right prospects — Speak to your target market.
Use these tips to create your perfect About page
1. Be relatable
This page is where you show a bit of your personality and share details of your company and staff. Sharing the reason you started the company can be a powerful tool to get people to connect emotionally to your brand.
2. Write interesting copy
With this in mind, you’re going to give them what they came for and share your company’s story.
For example, explain what you do, your purpose etc. Keep this brief and to the point but interesting so that they want to keep reading.
3. How does your business benefit its customers or clients?
The biggest mistake businesses make with their About page is talking exclusively about themselves.
Explain your story and your brand but remember to tie in how you ultimately help your clients!
After all, you want to give your potential customers a reason to support your business. So tell them why they will benefit. How do you solve their problems?
You might not think your business solves a problem but it does. If you’re a hairdresser, you are helping your clients feel more attractive and confident.
4. “A picture is worth a thousand words…”
Throughout marketing and business strategy improvement, visual representation speaks volumes when it comes to humans.
If it fits with your overall website design and your brand, feel free to include some photos. This can help your brand seem more relatable to the person who is checking out your website.
Express the company’s personality and you could even do a timeline that depicts where it all began until where it is now.
If it makes sense for your brand, you can include a team photo. If you are a corporate, you might include headshots of the executive staff.
What does the perfect About Page do for the reader?
If you’ve been wondering what will make such an important website page stand out, then the following factors play a big role:
Creating a sense of trust
Firstly, to win your viewers and potential customers over, you need to establish trust.
They need to trust you to consider your services and products. Your About page has to get this perfectly right.
Use simple, honest language
Don’t create hype. Just like we mentioned, remember that humble is better than a smartass. Explain who your company is for in the simplest and most natural way.
Tip: A little bit of humble bragging is okay but be subtle. For example, don’t say your company is “the best”, instead, give your reader a percentage or a total that confirms why you’re better than the competition.
Make the reader feel comfortable
If you want to make your reader comfortable and entice them to stay on your webpage, skip the industry jargon. Focus on speaking in a way that they will understand.
Add a Call to Action (CTA)
It’s vital to encourage your reader to take the next step. Don’t let them just read your About page and click away!
Encourage them to sign up to your newsletter, download your free guide or book their first session with you.
Target the page for the intended market
Every business has a target market and the better you know yours the better it becomes for your business. That said, your page must address the needs and or wants of your target market. Use the words that your ideal customer would use.
For example, let’s say you’re an accountant who prefers to work with small businesses. State this by saying “I’m an expert at handling all the accounting needs of small business owners nationwide.”
A few more tips:
- Be humble, people appreciate hearing from successful, yet humble people
- Don’t be a “wise ass,” nobody wants that
- Highlight how your business helps your clients
- Use simple, clear language and avoid fluff
The takeaway on what makes the perfect About page for your website
Your About page is the first thing visitors will see on your website. You should use it as a way to introduce yourself, share some background information, or explain why you started working in this industry.
So, if you’re looking for a way to write the perfect page that your potential customers will be excited to read, we hope this article has given you some helpful tips.
Originally published at https://bigdomino.co.za on August 30, 2021.