You may think the About Page has nothing to do with your sales but it's time to think again. I’m breaking down how to write a killer about page that attracts your ideal customer.
Hands up if this sounds like you?
You know you should write an About Page but when you go to put pen to paper, you come up with nada.
I mean, you know WHY you make what you do but communication that into words seems so impossible it’s far easier to skip over it, telling yourself no one reads this page anyway.
If this sounds like you then I have some good and bad news.
The good news is the About Page is perhaps the most important of all the pages of your website. And the bad? Well, you can’t ignore it anymore.
The About page is often one of the first pages any of your prospective clients land on when they head to your website.
They want to look at what you produce but they also want to learn a little bit more about you and why you started your business.
The impression you make on them here can be decide whether a prospective client will stay on and navigate your website or leave immediately.
Pretty serious stuff!
But don’t let this overwhelm you, copywriting is an art and a science. And you my friend, are about to learn both.
The following are some tips that can help you to craft your page in a way that’s not only appealing but encourages sales.
Keep the Focus on the Customer
When writing the About page, most business owners make the mistake of thinking that they should keep the focus on themselves.
As counterintuitive as this may seem, it’s the wrong way to go about things.
You should actually be trying to keep the focus of the About page on the customers that are visiting it for the first time.
Make them feel at home and provide them with an insight into how your product solves their problems. Talk to them like you know them and you understand what they’re looking for.
Avoid Facts and Figures
While facts and figures might sound great to you, they are really not worth much to a person visiting your website for the first time.
Sure, it’s great to let people know your history and years in business but beyond that, these numbers can fall flat.
Instead try to provide good honest information regarding how you can help them in getting what they are after, whether that’s a great looking necklace or a delicious smelling room thanks to your soy wax melts.
Explain Your Values
Potential clients want to know about your ethics and beliefs, as well as your motivations.
Small businesses really have the advantage of being able to express their mission and why in very real terms so it’s essential you do this on your about page.
The trick here is to make sure that you speak in terms that will attract your ideal customer, echoing their own values and ethics.
A Picture Speaks a Thousand Words
Although the About page should have stellar content, it should also provide a visual representation of your company or business to the prospective client too.
Add a high-quality picture of yourself, your work environment or dog to really flesh out the picture of your business.
A Brief Glimpse Into History
If you have been in business for a long time, make sure you explain your creative evolution on this page.
You can talk about your experience and evolution in business, and why you’re passionate about what you’re doing now.
This can go a long way in building trust but be mindful to keep it short and to the point, always speaking to your customer and why this helps them.
Write in Conversational Tone
The best piece of advice for writing About Page is to write it as if you are conversing with the reader. So, writing in the first person is crucial.
This is going to ensure that the reader feels right at home seeing that he is being talked to by a real human and not a robot.
And there you have it! Our best tips to writing a killer about page.