Every business website needs at ‘About’ page – it tells who you are and what you do.
Your About page is where potential clients go to see if you are trustworthy. Express your core values and forge a connection. Show off why your company is special and what makes your different from others.
Avoid These Four Mistakes:
- Use specific facts, not hype. (ie: We improve X by Y percent. NOT: We are the very best at X!!)
- Lead with your best information. Don’t save the best for last. If they’re reading on their cell phone on the go, they may not get to the end.
- Write in first person or first person plural, using “I” or “we”. It seem more personal, as if you’re talking directly to your reader over coffee. Third person may come across as more stiff.
- Avoid ‘fluff’. Candor is compelling and authenticity helps you start to establish a rapport with your visitors.
You’re About page is not actually about you…it’s about your potential client!
Your copy should always be about your audience. Your audience doesn’t just want to know who you are, they want to know what you can do for them. Even when you’re talking about yourself, add on how your experience or certification or degree better qualifies you to serve them. Share your story, but always tie it back to your audience.
Your About page should leave your readers reassured that they’ve come to the right place, and that you and your business can provide the solutions that they are looking for.
Your About page should include…
- your professional headshot and some photos of your employees happily working. It adds a human element, and reminds them that you are a real person behind the business.
- writing infused with some of your personality (if it’s a freelancing website) or some of the personality of the culture of your business.
- a format that is easy to read. Most people are busy and won’t take the time to read the full thing. If the format is easy to read, then it will encourage them to read more. One way you can do this is by breaking up long paragraphs with bullet point lists, or including pictures and graphics.
- how your business is unique or different from others in your niche.
Make sure your About page answers these questions:
- Why should people should do business with you?
- What benefits can you or your product provide that your prospects will value?
- How do you make your client’s life easier and better?
Every page on your website can be built to sell. Take one step to make your ‘About’ page a little bit better today.
