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You’ve just finished your website and think it’s ready to be seen by the world. But your About page needs more personality, intrigue, and substance. In other words, it needs content.
When you’ve set up your business, one thing’s for sure is that the About page is compulsory on every website. Still, very few people know what makes them great.
Putting together a powerful About page is not difficult; it just takes careful planning and consideration. If it seems too much for you to write your About page, read this article. We’ll teach you all you need to know to create the perfect About page that will convince people to choose your website over another rival.
- Remove “I” and “we
Your About page is a place to share your story, not your ego. You want to create an image of a person or business that knows who they are and what they stand for without appearing overly self-promotional.
It’s tempting to use the first person on your About page. It feels more personal, and it can be easier to write from this perspective. However, it’s important to remember that you are writing for your audience, not as a means of self-promotion. The first step to making that persona is to remove the word “I” and replace it with something more neutral like “we” or “our”.
- Put your customer first
If you’re writing about yourself, focus on how your business helps others rather than just listing facts about your company or employees. Focus on what matters most to customers. You can do this by writing about how you solve problems or challenges people face in their daily lives and how you help them overcome them through your product or service offerings. For example, if you run an SEO service, include information about how your SEO services help businesses gain more profit.
- Share the benefits
The About page is a great place to tell your customers more about your business. But it’s essential not just to talk about yourself—that can come across as self-indulgent and make you seem less trustworthy. Instead, focus on what benefits you bring to your customers.
Your About page is an excellent way to establish credibility and ensure that people understand what sets you apart from others in your niche. Don’t just regurgitate a list of services—make sure you’re answering the questions that customers would want to know about you, such as what makes your business special, how long it’s been around, who the owner is, and what makes it different from other companies in the area.
Write down the main benefits of your business, such as:
Why are you better than your competitors? For example, if you sell shoes, say why they are better than any others on the market and why people should buy from you rather than from someone else.
What makes your business unique? If there’s something that makes you stand out from other companies in your industry, then include it on this page. For example, include this information on this page if you have a special certification or qualification that shows that you have been trained to do something better than anyone else.
- Add some humanity
The best way to do this is by telling stories about your company or its founders. Include anecdotes about how you came up with the idea for your product or service or what inspired you to start a business in the first place. These stories can help readers gain insight into who you are and what drives you as an entrepreneur.
- Show the journey
A great way to build credibility is to share what has led you to become an expert. About pages are a chance for businesses to tell their story, so use this opportunity to show your customers where you came from and how you got to where you are today.
If you’re a plumber, include a picture or video showing the tools of your trade. If you’re a consultant, show the company name plate on your desk that indicates your position. This shows that you are who you claim to be and have experience in the area you are discussing. The best way to do this is by telling a story with photos, videos, or text.
Make your About page shine!
There are many ways to make an effective About page. But there are also just as many ways to make an ineffective one. Your About page is often one of the first things that someone looking at your website will see, so it’s essential to think about how effective you can be in these short couple hundred words of copy. Use these five tips to ensure your About page has everything it needs to succeed! If you want to make your website shine, contact us today.