Your About page is an essential part of your website because it communicates who you are to your potential customers. It’s like your dating profile or LinkedIn page, only you get to be a little more creative in how you present yourself.
People who visit this page are potential paying customers who want a big picture of what you do. They’re doing their research to see if you’re right for them and if you can do what you say you’re going to do.
Many businesses make the mistake of treating the About page as an afterthought, but it’s actually a big part of your website’s success. Here’s how to do it right.
Focus On The Reader
The important thing to realize is that your About page isn’t actually about you. I know, I know, shocker. It’s really about your customer.
This page explains to the reader how you can uniquely solve their problems, either because you have a track record of doing so or because you’ve been in their shoes before and done it yourself.
In addition to the essential facts, it also explains your vision for a better world. A good headline for your About page is something like, “I help businesses _____.” It says what you do but puts the focus on them.
Appeal To The Reader, But Cut The Hype
Your About page is a place for factual information, not hype or promotion. While you want to explain the unique value you offer, you don’t want to be too braggy. A visitor doesn’t come here ready to buy. They’re gathering information about your company and deciding if they want to invest in what you have to offer. Keep that in mind.
Include An Image
This is a great place to put a high-quality image. The addition of an image to any page on your site helps to make it more interesting and adds to your branding.
Since it’s a page all about you, the best choice is to use a picture of your smiling face, your employees’ smiling faces, or something about your company that puts a human face on it. It could also be something related to your business that conveys your brand image.
Emphasize Your Uniqueness
Your visitor arrives at this page wondering what sets you apart from other businesses that offer the same thing. This is a good place to emphasize your uniqueness and explain how you’re different from the competition.
A great way to do this is to tell your brand story. All the content here should help show potential customers why they should buy from you and not somebody else.
Use Your Customer Profile
Create a detailed profile of your ideal customer. Write your About page content directly for this individual. You would write differently for a young mother looking for healthy products versus a start-up entrepreneur looking for business solutions, right? Know exactly who you’re writing for so that you can better address their questions and concerns.
Make It Top-Notch
While sticking to facts and addressing the visitor’s concerns, spend some time on the copy to make it interesting. Inject some pizzazz into the text. Get creative but also make sure it’s clear immediately what you do. Edit carefully as a typo or misspelling on your About page can seriously damage your credibility.
Do you want to learn more about creating the right content for your audience? Check out my course, Market Research Mastery System, which teaches you the A to Z of target market research and how to use it to create killer content for your website.
