How To Write Your Website 'About' Page (an easy-to-use outline)
Why is the About page important?
Your About page tells your potential customers who you are, where you run your business, what you believe in and why you started your company. It's an important piece in building that trusted buyer-relationship that's crucial for your sales. People are more willing to support a company they feel connected with!
Your About page is also a great place to use strategic SEO keywords to help your website get found on search engines.
Mistakes to Avoid
1) Writing all about yourself.
Contrary to popular opinion, the About page of your website isn't all about you, it's actually about the person who's reading it. Your About page should gain the readers' trust by building an emotional connection, offering a solution to a problem, and how you can help your potential customers.
2) No personality.
If we're being honest, no one wants to read a boring 'About Us' story. It's important to show off some personality through your brand message to help stand out from your competitors, and to keep the reader interested and wanting to learn more about your products or services.
3) Rambling
Avoid going on and on.. and on.. and on. Keep your message brief and to the point. 2-3 short paragraphs is typically the sweet spot!
The Outline of a Great About Page
Okay, so now that we understand why your About page is important and how to avoid writing a bad one, the question becomes... How do you write one that connects with your potential buyers?
Use the basic outline below to help you stay on topic:
(In a summarized sentence) Introduce your company name and explain what your business does, where you operate and how long you’ve been in business.
What are your business core values? Help your audience connect with you.
Talk about the work you love doing. People love passionate business owners!
How can your product or service help your customer, and what makes you different from the competition?
Briefly talk about your future goals for the business.
End by inspiring your audience to take action (offer a free consultation, tell them to give you a call, shop your online store, come by your shop, etc.)
PRO TIP: Write in first-person using “We are...” language to help connect with the reader like they are part of the family.
The Overview
In sum, remember to put yourself in the readers' shoes. When you read an About page on a website you're visiting, you want to not only feel connected to the brand, but you want to learn how their product or service can benefit you better than the competitor's.
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