Your About page should not be an afterthought.
In fact, it is hands down one of the most important pages on your website.
Because if you do your About page right, it will help you authentically connect with your prospects, and this translates to more sales, clients, and other exciting opportunities!
However, this is often easier said than done.
But don’t let this deter you, because I’m about to take you through a step-by-step process that will help you easily create the perfect About page that will take your website to the next level.
The Purpose of an About Page
One of the first things that will appear in the search results when someone Googles you is your About page.
So it’s really important to get it right!
The primary motive behind your About page should be to make your company more appealing to people who don’t know you. In fact, your About page can make or break your business; many customers will use it to decide whether or not they want to buy from you.
Someone coming to your website for the first time may have no idea about who you are and what you do. Even if they’ve come to you by their own choice, they will still want to know more about you. And you need to make sure you do this right, so that every sentence they read makes them want to do business with you more.
Your About page is a golden opportunity to:
- Build trust
- Convince your prospects about your mission, values, and purpose
- Demonstrate why customers should choose you over someone else
- Convince customers that they should carry on reading, because prospects will usually need to spend their time on you before they spend their money
- Presell your products and/or services
The Correct Mindset for Creating a Perfect About Page
Before we go into the exact steps you need to take to create your About page, it’s super important to underline the mindset that you need to apply. This will make all the difference between whether you create an About page that sucks and one that doesn’t.
Allow Your Unique Writing Voice to Emerge
The last thing readers want to see is an About page that’s a carbon copy of something they’ve read before. So let your one-of-a-kind writing voice spill out onto the page.
And how do you do this?
Keep in mind how your competitors have written their About pages, so that you can avoid what has already been done and do something fresh instead. Let your personality naturally shine through as you write. Use the words and phrases that perfectly encapsulate the vibe of your business.
You might be selling similar products to another business, but the one thing they cannot copy is your unique personality, conveyed by the words you write.
Imitate What Works
Take what works in terms of layout, sentence structure, and paragraph structure, but also put your own spin on it. There’s nothing wrong with mirroring what other companies have done, to some extent, if it works effectively — just find a way to do something different at the same time.
Use the Language of Your Customers
You wouldn’t conduct a lecture at an academic conference in slang, would you?
Rather, you’d adapt your language to the context and social environment of a university.
Similarly, you need to adapt the language of your About page to mirror the language of your customers. This is one of the easiest ways to gain rapport with your prospects. It helps translate your marketing efforts into terms which they can understand and connect with.
Be Approachable and Down to Earth
Do this instead of trying to convince prospects you’re a superior human specimen.
Sometimes you’ll come across an About page where the writer is clearly trying to show off with fancy-sounding, intellectual words and boasting about achievements. But this only serves to alienate people. Instead, your writing should be completely free from pretensions. Talk to your customers in a way that’s similar to how you’d talk to your friends.
Prove Your Claims With Facts and Figures
Don’t just make claims without anything to back them up. Include facts and figures from reputable sources, like PubMed, Statista, etc. You can also reference your own quantitative data.
Add Visuals for Variety and Contrast
Few people enjoy reading a wall of text. Break up the monotony with some visuals. It can be pictures, infographics, visual timelines, or even videos — anything that will give your readers that much-needed intermittent relief.
How to Create Your About Page
With an awareness of the above-mentioned mindset, let’s take a look at how to create your about page, step-by-step.
Keep in mind that there are so many ways you can structure your About page. Below you’ll find the key components of an awesome About page. However, you will need to mix and match these components to suit the needs of your business. You may want to miss some of them out, rearrange their order, write a paragraph for each, or even combine all of these components into just one paragraph. It really depends on what suits you.
1. Start With an Awesome Headline
Your headline should tell prospects everything they need to know about your company. It should show them that this site is exactly where they need to be, and that you can solve their problems. Grab the attention of prospects by referring to their needs, challenges, and objectives.
Some ways you can create a headline are:
- Ask a question (e.g. Would you like to triple your profits in just 3 months?)
- Say who your business is for (e.g. For accountants who want to leave the office on time)
- Make an attention-grabbing claim (e.g. 9 out of 10 of our clients get results in the first day)
2. Build Interest With the First Paragraph
Like your headline, your first paragraph should also grab the attention of prospects and continue to build interest.
Draw your customers in by intriguing them and by demonstrating an understanding of their needs, problems, and desires. Here are some ways to construct your introductory paragraph:
- Describe your customer’s situation or problem
- Summarise your company as it is right now. Subsequent paragraphs can discuss your progression or your bright future
- Share an attention-grabbing fact about your customers or your company
- State the beliefs/values of your company (e.g. Here at [insert business name], we believe that…)
3. Make Your Mission Statement
Your mission statement is the main goal of your company.
For instance, imagine you’re running a telecommunications company. You might write a mission statement like:
“We exist to make the world a more connected place”
A mission statement gives your business a sense of purpose and direction. It makes what you do crystal clear to your prospects. It helps to orient every action you take.
4. State Your Unique Selling Proposition
People sometimes confuse their unique selling proposition with their mission statement. Although they are inextricably connected, they are also quite different!
Your unique selling proposition is what differentiates you from your competitors. It highlights the specific thing your business is known for that makes your business better than the others.
For example, let’s say you’re in the chiropractic business, your USP might be:
“Snap Back is the only chiropractor clinic in NYC which offers a free session to anyone who wants to experience the amazing results chiropractic can bring them. You’ll be hooked!”
If you need further help with creating your unique selling proposition you can read my step-by-step guide here.
5. Discuss the History of Your Company
As you discuss your history, you really want to emphasise how you’ve progressed. Even if you began in the garage tagged onto the side of your parents’ house, tell people! It’ll be far more impressive when they compare your humble origins to where you are now.
Make sure you tell your story from the heart. Do it in a relatable way that allows your prospects to connect to you. Don’t be afraid to be down-to-earth. People will like you a lot more when you’re not trying hard to be a big shot.
Outline the milestones of your company and briefly describe each one. You could do this with the aid of visuals to add variety and break up your text somewhat.
Samsung divide their history nicely using line breaks:
6. Discuss Your Company Values
Explain what values your business holds near and dear. It could be something like environmental awareness or equality of opportunity. Also talk about how your values influence your product or service, your employees, and your work ethic.
As an example, take a look at KPMG’ s values:
7. Explain How You Solve Your Customers Problems
Tell people what solutions you offer your customers or clients. Describe the problems you solve and how you go about creating and delivering the solutions.
Write this section in a way that entices the reader to want to continue reading the rest of your website. Paint a vibrant and exciting picture of how their lives will change when they try your product or work with you. Make them realise that your business is exactly what they’ve been looking for all this time.
8. Introduce Your Team
If you’re fortunate enough to have a team of wonderful people, then you might want to give your customers an idea of who they are. You can create mini profiles for each team member. Besides their picture, you can include some personal facts. Be interesting and don’t be afraid to share something informal that will humanise your staff members and make them more relatable.
Check out this really awesome example from Elephate, a content marketing agency:
Clicking on the tile representing the staff member opens up a box that displays their biography:
Pretty cool, eh?
If you toot your own horn too much, people will think you are bragging. The best way to bolster your reputation is through social proof. Prominently display testimonials from previous customers on your About page. A few fantastic testimonials will do more work for you than any of your own words. It builds trust and shows prospects that your product or service is a good option because other people have deemed it so previously.
10. Call to Action (CTA)
It’s highly advantageous to include a call to action. Don’t let this opportunity slip away, because if you’ve done all the other steps well, your customers may be super eager to work with you or buy from you. At the very least, prospects will likely want to find out more about what you offer.
You can ask visitors to follow you on social media, sign up for your newsletter, or contact you via a form on your About page. This is a great way to generate leads.
Now that you’ve been through all ten steps, you likely have a brand new, sparkling About page that will connect with your customers and help drive your sales through the roof.
If there’s a unique way you approach creating your About page, I’d love to hear about it. Be sure to let me know in the comments section.
Originally published at https://revolutionarycopy.com on March 28, 2021.