Want to hear something confusing…? Your ‘about’ page isn’t really about you.
Bear with me; I’ll explain.
Whoever’s reading your ‘about us’ or ‘about me’ page wants to see how your service or product benefits them. How will it solve their problems?Can they relate to it?
Do you see what I’m getting at?
Why is an about page so important?
As the second most popular page after the home page, if a potential client has made it to your ‘about’ page, chances are, they’ve seen something they like, so now’s the time to razzle dazzle em’.
This is your chance to show off the personality of your business and show prospective clients or customers why they should choose you over a competitor. It is also great for your SEO, allowing you to incorporate important keywords associated with what you offer and links to your services.
But…writing about yourself can be difficult without feeling like you’re bragging or sounding salesy.
However, this is a chance for you to creatively show your business’s purpose and personality. People love connection, and in our increasingly digital world, showing your human side is the easiest way to get people to resonate with you, build rapport, and support you through your social media channels.
Let’s look at the benefits you can get across on an effective ‘about’ page:
- Your brand story.
- Your unique value.
- Who you are.
- The problems you can solve.
- Why you are a credible authority within your industry.
All these points should link back to your reader. Think of it a bit like an FAQ page. Your readers are looking for someone they can identify with—they want to feel confident that you are a legitimate business and trustworthy. Remember, you won’t be everyone’s cup of tea, and that’s okay, but that’s why it’s crucial to write with your specific audience in mind.
Be specific.
When starting, use the five W’s as a guide:
- Who you are.
- What you do.
- When you started doing it.
- Why you do it.
- Where you’re located.
Remember, whatever you write should link to what you want people to know about your business. If you’ve been established for a while, why not use a timeline to help your readers visualise your journey? Remember to include bios of other members of your team and photos of you all in action.
Ready to knock their socks off…?
If your ‘about’ page needs some attention, but the thought of doing it yourself gives you the ick, I get it. For a lot of us, writing about ourselves is hard and uncomfortable. It feels like bragging and most of us would rather do our tax return or that DIY we’ve been putting off for five years.
It’s easy to put off and even easier to overthink it.
Luckily for you, I thrive on helping businesses promote themselves in a way that fits their brand tone. With a few simple questions, I can create an about page that introduces your business to your unique audience and makes you stand out from the crowd with lots of benefits-led content.
Lets get you introduced!