Think about the website pages you visit when you first find a business or a product you’re interested in. Chances are the About page is one of the first you go to. Why wouldn’t it be? You want to find out everything you can about this company before you decide to give them your money.
So it stands to reason that you should be paying attention when writing your own About page. It’s often one of the most visited pages on a website after all.
Your About page is where people go to find out about you, your company, what you do, and most importantly, why they should buy from you instead of your competitor. So you need to make sure you’re giving these visitors a reason to stay on your website and make their way to your Products page.
So make it as difficult as possible for your visitors to leave your website by using these tips to write a perfect About page.
Know Your Audience
Every page of your website should be written with your customer in mind, and your About page is no different.
The easiest way to get to know your customers is by building customer personas. These personas help you get to know what kind of person your customer is and what their interests and demographics are.
With this information, you can figure out what kind of language your customer responds best to so you’re not using jargon based language when your customer likes to read something more simple.
Knowing your customer also means that you know what problems they face, and how exactly you can solve them. Like I said before, you want to give your visitors a reason to stay on your site, so make sure they know that you can help them overcome their issues.
Tell Your Story
It’s important that your customers know exactly what it is you do, otherwise, why would they pay you for it. But why you do what you do is just as important as what you do.
People like to feel a connection with a business or product they're dealing with, and one of the best ways to connect with someone is by telling them a story they can relate to. It’s a great way to start to build a relationship between you and your customers.
Show them how you got to where you are now. What milestones did you have along the way? How did you learn what you know about your business, and how does it make you the best at what you do?
It’s all about showing your visitors the value you can give to them, and how you stand out against others. Your story is what makes you different from your competitors, so show your visitors why you’re unique.
Write The Way You Speak
There’s nothing worse than looking at a company’s About page and having to wade through a ton of business-jargon or overly sales-y words.
You should write as if you’re having a conversation with someone, rather than just spewing industry words onto a page. A visitor who is just getting to know your business is much more likely to stick around your website if they can understand what you’re talking about.
Writing in the first person (‘I’ or ‘we’, depending on your business model) will help make the reader more at ease and comfortable with your company. As far as the visitor is aware they’re the only person reading your page at the time, so talk to them like they’re the only one who counts at that moment.
As a copywriter I hate to admit it, but words aren’t always enough to keep your reader interested (although they are extremely important!). Images and photos are a good way of breaking up the text so that when someone skims through your words they have something that catches their eye.
Make the images personal to your business by using photos of you and your team. Professional photos are great, but background photos are good as well. A photo of your offices or your team at work is a good way to connect with your customers. They can see you doing what you do instead of just a generic stock image.
Include A Call-To-Action
CTAs are so important on any page of your website, but they often get neglected on the About page. What better way to make your visitor stay on your website than by telling them outright what page to go to next?
You could send them to your Contact page to get a quote. Or to your Blog page to find out more about what you know. Or even send them straight to your Products page to show them what’s available.
Give them an easy way to look at more of your content so they don’t leave your site straight away.
Keep It Updated
You might think that your About page doesn't need to be updated very often. Your company’s history doesn’t change, so why should the information on the page?
While that is true, that doesn’t mean that your company’s present isn’t changing. Maybe you’ve won an industry award that you could mention. Or you’ve launched a new product that might target a different audience so it needs a bit of tweaking to suit this. Even just changing the images if you have any new team members can make a difference.
Your website’s About page is where the connection with your potential customers start.
It could be the reason a visitor sticks around to look at other pages and eventually buy from you. Or it could cause them to press ‘back’ and find another product to buy.
You definitely don’t want it to be the latter, so give your About page the best chance possible to secure you some leads.