Your About page is possibly one of the most important pages on your website or blog after the homepage.
People read your About page to see how credible and trustworthy you are. They’re also looking for little clues that will differentiate your business from the other businesses they are reviewing as part of their research. You’re being judged and compared, so it’s important to make your About page count!
Here is a 7-step process to writing a new, killer About page:
- Ignore your current About page That’s right. Don’t even look at your current About page as you write a new one. Editing existing content gives you predetermined material, and it’s much harder to be inspired when you’re working within those confines.
- Write about your pastYour About page should include details about your background, your experience and why you got into the business you’re in. Rather than documenting your CV, you need to link your past to your customers, telling them how your experience will make their lives better.
- Write about your futureI love companies that share their mission and their vision, but rather than serving up a bland collection of words like innovative, dedicated, client focused and solutions, talk about what gets you up in the morning and what keeps you doing what you’re doing.
- Get personalYour About page gives your reader the opportunity to develop a connection with you. You don’t need to share as many personal details as I have, but I encourage you to share some personal details that will make the connection possible. Bigger companies might like to share some details about what your teams get up to, like your favourite company biscuit or team-building activity.
Use your imagination, but get personal!
- Include a call to actionTake advantage of the traffic and include a call to action to gently (or not gently) remind your reader what they should do next. Read your latest blog post, get a quote or download your super-duper report—whatever it is make sure you end your page with an action.
- Link everything back to your customer This page is about you, but all good copywriting should talk about your customer. You can do this by linking your expertise, your vision and even your favourite biscuit back to how you can help them with their particular issues. Show your customers that you understand where they are coming from.
- Now, look at your current About page This is when you go back to your current About page and check that you’ve captured all the good bits. Hopefully you have!