Do find it difficult to talk about yourself?
If you’re like us, we don’t like doing it and it feels awkward. That’s why writing the About page on your website can be so difficult.
Yet, this likely is one of your most visited pages on your website.Which is great! … Unless your About page is simply an afterthought you added because everyone else has one (uh-oh). So, while it’s a popular page, it’s probably (maybe) also one of your weakest. We have come across many that read like a sleep inducing report: “We seek to deliver optimized quality through our dedicated production of service X…” It really says nothing– about you or to your customers.
But here’s the secret: your About page isn’t really about you.
Ok, it is, but it’s not for you. The purpose is to provide value, after all you’re writing for your customers. Once visitors browse your products/services, within 3 to 4 clicks they’ll head to your About page to reassure themselves that your business is the right choice for their needs. For this reason your About page is generally your website’s make or break page.
Fear not those of you with a website with a less than stellar About page, you can make it better!
To help you, we’ve created a list of 7 tips for an inspiring About Us page:
1. Tell your story
From an early age we all loved a good story. As adults, we still love stories and they help us connect with businesses. What is your business’s story? How and why did you start? This is a chance to share a little of your passion and backstory to build a rapport.
2. Be personable
Too many About pages read like a resume chocked full of objective, stiff, and insincere words. Potential customers want to know there is a real person behind the business, so swap out the corporate buzzwords with a conversational writing style. Use the first person (“I”) or first person plural (“we”) to tell your story. Write as if you’re speaking with a customer face-to-face in an easy, conversational way. The resulting friendly tone will make the reader feel you are friendly and accessible.
3. Be interesting
A little personality can go a long way. Find a hook to capture the attention of the reader (i.e. does your company have an interesting name? A mascot?). This page’s content doesn’t need to be formal to be credible. People find it easier to connect with real people, so let the personality of your employees and company shine through. Group photos, personal portraits, interesting facts and positions are all things that will help build trust between your business and your customers.
4. It’s not all about you
Huh? Sorry to say, it’s actually about your readers. While you are wonderful, forget about what you do. The bottom line is a visitor really wants to know what you can offer them: solutions and benefits. So, the first part of your about page should answer: What problem does my site or blog solve for my visitors?
5. Let your customers do the talking
When customers are in research mode, they like to see what previous customers have to say. Be sure to include a few glowing and current customer testimonials on your about page.
6. Talk with visuals.
Make sure to include pictures; these are a must! Original and professional graphics attract more attention than text alone. People are more likely to believe what they see than what they read. So instead of only explaining your corporate culture, show photos of your office and your employees working together. Visually communicate who you are. You want people to know, like, and trust you. One of the hindrances to this is to remain a mystery.
7. Call it “About”
Don’t call this page something clever like “Experience” or “The Scoop.” When it comes to your website’s interface, never forget the words of usability expert Steve Krug: “Don’t Make Me Think”. I don’t want to look at your “The Scoop” page and wonder if I’ll find out who you are. Every site needs an easy to find About page.
Do you have an outstanding About page – or one that needs help? Send it our way, we’d love to see it.