How To Write a Great ‘About’ Page
The About page is where you can form a strong connection with potential customers. It’s a page that is designed to build trust, credibility, and maybe also introduce a more personal side to your business (if that’s your brand).
Chances are, this will be the first time they read something about you, so it’s an introduction really. Other pages will tell potential customers what you do and what you sell, but the About page tells them why you do it. This is your chance to tell your story e.g., how did you get started, where have you enjoyed working the most, what are your values. This type of content humanises your brand and helps potential customers understand how you do business.
What to say on an About page
You have to factor in your brand when approaching how you want to right this page. Whatever your style and tone, the content on your page should answer these core questions:
Who are you?
What are your core values?
Why is what you do important to you?
How did you get here?
What makes you different from the competition?
What’s it like to work with you?
Why should people trust you?
Being personal is important, but don’t get carried away and write your autobiography. Remember that people tend to scan on websites so keep it readable and tight.
If you’re brand is a little more out there, you could show some extra personality:
Fun facts
Videos or illustrations
Funny stories (aka adding a comedy factor)
Amped up headlines (e.g., “The Face Behind The Emails” etc)
Don’t be afraid to let your business personality come across, just keep it relevant.
Write for your target audience, not yourself
Read that headline again.
Think about what you know about your target audience and what they need to know. If you don’t know your audience and what they need, then you’ve missed a step in setting up your business.
You should be able to answer the following questions:
What are their values?
What type of business resonates with them?
What types problems do they have?
What could cause them to hesitate?
Knowing your audience isn't just useful for writing your website. It should influence almost everything you do, from the services you offer and the way you talk about them, to where you market your business.
Remember to include an action
You’ve told your story. Your customers know a bit more about you. Now what?
Never create a dead end on a website. There should always be an action a user can take.
It can direct them to your product or services or invite them to contact you. For example:
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Your website’s ultimate goal is to convert, so by giving your customers an action, you’re giving them a path forward. It keeps the conversation going.
Wrapping up
A great About page turns visitors into customers. By sharing your authentic story and showing the human side of your business, you will connect with people and build trust. Get this page right, and you’re one page closer to a successful website.
If you want advice on writing great web content, get in touch.