Your About page. Isn’t this the one place on your website or socials where you get to toot your own trumpet? Where you can showcase your business? The answer is yes, of course, but an effective about page or section is about so much more. It’s your chance to show your audience why they should buy from you and why you’re the best answer to their needs. If you’re wondering how to write an About page that speaks to your audience and converts casual visitors into leads, then read on.
What Is an About Page?
Land on a website and usually the first place you’ll visit is the About page; that snapshot of who this business is as you decide whether you would like to do business with them. And on Linkedin and Facebook, you’ll find a similar space. They are the ideal opportunity to show off not only your company’s personality but the person behind the company. When used effectively, this page forms part of your content marketing strategy, but all too often, the content is geared towards a historical summary of the organisation and the opportunity to appeal to that ideal client, by positioning the content towards providing the solution they are seeking, is lost.
Why Do You Need an About Page?
When someone lands on your website or social profile, they want to see what differentiates you from every other person offering similar goods and services. Your About page is a great opportunity to communicate your USP – that element that sets you apart from your competitors. This is your opportunity to detail the solution that your products or services bring to your ideal client. By talking about your core values, your mission, and your purpose, you’ll “speak” to those people who share these ideals and who are more likely to do business with an organisation that shares those values.
How To Write an About Us Page.
There are certain key elements that you should include in your About page. The first is a brief synopsis of your story. What made you start your business? What is your “Why”? This allows your audience to relate to the ups and downs of business life and to realise that you aren’t that dissimilar to them!
Communicate The Difference You Make
Remember that your brand story is entirely unique, and it is often this differentiator which persuades a buyer to purchase from you, rather than another seller. This is about showing your human side and increasing that relatability.
One mistake that we see often is a business owner trying to hide behind their brand. We see many websites with no sign of who the business owner is, what they stand for, or even what they look like! Remember that the internet is now the primary means by which most business transactions occur, but it can’t hope to replace the trust-building aspect of a face-to-face meeting. Including images of the business owners, as well as the team, helps to reinforce this human element and build that know, like, and trust.
More and more customers are now prioritising businesses that demonstrate great social responsibility. So, if you donate a percentage to charity, use sustainable materials, or ethically source your products, then use your About page to tell your audience this.
Location, Location, Location
Something that is often overlooked, but which again works to establish trust is to include your location. To most visitors, you’re just a web address, so even if you have a “Contact Us” page, mention your location on your About page. It’s another small step to building trust and relatability, as people judge whether you’re close to them or located far away.
Of course, it doesn’t matter what you say on any web or social page if you’re not talking to the right people.
Who Are You Speaking To?
Having a clear idea of your target audience is key. Imagine what they would want to read. What issues are they looking to find solutions for? You may have heard the expression, “Sell the sizzle not the sausage”. This is particularly true with your web or social content. It’s about appealing to the emotions, rather than the rational brain. According to Harvard Professor Gerald Zaltman, 95% of purchase decisions are made with the subconscious (or emotional) side of the brain and so it’s vital that your copy reflects this. The quickest way to send an audience running is to use overly technical language or to speak to them in terms that they don’t understand or that they can’t relate to. If you talk about benefits, then quantify them if possible.
It’s vital when you consider how to write an About page, that you include a compelling headline “above the fold”. This is a journalistic term for the first few sentences of a broadsheet newspaper article that appeared above the fold in the paper. Traditionally, those first few lines were designed to compel people to open the paper to read more. You should aim for the same with your content. Create a compelling first couple of lines that catch your reader’s attention, before they are required to scroll down and explore the rest of the page. Make your audience’s life as easy as possible by ensuring the information that is of most value to them is near the top of the page. The more your audience has to click or scroll to find key information, the more likely you are to lose them.
Include A Clear CTA
Another common mistake we see is the lack of any call to action on the About page. You need to be giving your audience a clear directive on what the next action is that you want them to take. Include a link to sign up to your newsletter, to download your lead magnet, to read your latest blog, to book a call, or to direct them to your services page. Never just leave your audience hanging, unclear on their next step!
Include Social Proof
When considering how to write an About page, remember the power of social proof. This is your opportunity to evidence that you are what you say you are, courtesy of happy customers or publicity. Display testimonials, Press mentions, and awards. If you’re a member of a professional organisation or have relevant qualifications, then your About page can be a great place to display these.
Tell Your Story
No one wants to read a formulaic About page, nor will they bother with a page that resembles your CV. Your About page is your opportunity to share your story. The humble beginnings that prompted you to start your business, the reasons behind your top product, a timeline of where you started to where you are now, and your future plans. Writing from a storytelling perspective makes your content much more enjoyable to read.
Use eye-catching imagery to draw the reader’s attention and include video if you like. Anything that is going to personalise the reader’s experience and ensure they revisit. It takes somewhere around 14 touchpoints for a lead to be persuaded to buy, so update your content regularly and don’t forget to test links regularly – they have a habit of breaking!
How to Write an About Us Page – Summary
When you consider how to write your About page, don’t underestimate the power of this one piece of content. Written well, it can be compelling, persuasive and help you to reach the right people. Remember your About page doesn’t have to be the same as everyone else’s. Don’t be afraid to experiment, test, and tweak. Showcase your amazing business and the wonderful people behind it.