One of the most important pages on your website is your About Page. After the Home Page, it often the most visited page on a businesses’ website. It’s one of the first pages I’ll visit on someone’s website if I’m interested in them. Yet it’s often one of the hardest pages that business owners will write.
Some pages have barely any detail and you are still left wondering who they are and why they do what they do, whilst some have way too much detail – it’s not a CV.
It takes some time to write a good About Page and here are my tips for you.
It’s All About You
Actually it’s not. Wait, What? It’s actually all about your readers who want to know what you are offering and how you can give them a solution to their problem. Your readers need to know why they should stick around and engage with you and your website. You don’t need to go into detail, just the top line, a sentence or two about your offering.
This bit is About You
Once you’ve explained what you offer you can then give some background about how you got to this point in business, your mission and some relevant career history. Make it engaging because stories tell and people buy people. Ensure you don’t write a long essay, just some salient points that illustrate why you are able to help your client and the journey you’ve taken to let there.
Let you shine through
Your content lets your readers to get a feel for your personality and helps build the Like, Know, Trust factor so set the tone appropriately. Do you want to come across as friendly and funny or helpful yet serious? If it’s appropriate by all means give some facts about you to make it personal.
These facts can be a good conversation starter. It’s worth writing your copy and then getting someone else to have a read through to see if it does reflect you.
I once did some work for someone whose About Page was irreverent and a little cheeky yet that really wasn’t how she came across in person at all or indeed wanted to. But recently I laughed out loud at another About Page and her down to earth, funny and no nonsense approach was exactly how she appeared on a her webinars and was completely engaging.
You don’t have to use just text. Videos always work well. Bring into the About Page content that illustrates who you are and what you do. If you make a product, then how about a behind the scenes videoo showing your process.
Call To Action
This last point is often forgotten by many. What do you want people to do after they’ve read about you? Close the tab and move on to another website? No! You want them to get in touch and make an appointment, so give them the opportunity to do so by including a Call to Action (CTA) at the bottom of the page.
At the very least you want to be able to engage with them again so offer them something free in return for their email address.