The About Page is one of the most important sections of your website; it’s the place where most of your readers will go to know more about your website and decide whether it is worth their time to get to know more about your business. With a great About Page, you can be able to welcome visitors to your website, reel them in, help them to connect with your website, give them an insight into who you are, and persuade them to stick around. However, writing a great about section requires a lot of effort, and it can be a bit frustrating to craft one when you do not know what to include or exclude. If you are in need of help in writing a good about section for your website, below are some tips on how to write a page that will stand out.
This video will give you an insight about what happens with many small scale entrepreneurs who don’t know what to write in the ‘About Us’ section:
1) Know your audience
While the About page is supposed to give the visitors to your website an insight into who you are and what your website does, it should be created for them and not you. Therefore, the first step into writing a great about page is to know who your audience is. Doing so will help you to adapt the content of the page so as to address the concerns and needs of your readers. In addition, knowing your audience will help you to make important decisions such as the tone to use, the information to include, how to organize the information, which will help you to be more appealing to the readers.
2) Have a great headline
When writing an about page, most people simply use “About Us” and forget to include a title for the page. However, just like all the other pages on your website, the about section should be given a great headline that will attract the attention of the readers and give them an idea of what your website offers. For example, you can have your headline as “About (name of your business or website)”, and then followed by a short sentence that describes what you offer.
A good example of a great headline is the Unbounce.com’s. The website, which helps businesses to create better online marketing campaigns, uses the title “Unbounce Empowers You to Create Better Marketing Experiences”. This title is attention grabbing, and at the same time, gives the reader a good idea of what the website does.
3) Explain the value you will give the readers
Every person visiting the about page of your website has only one question in mind “What problem can the website solve for me, or what will I gain from using the services of the website?” Your page should thus address these questions by providing the readers with detailed information on the value that you can give them. You should explain to the readers what your company does, the services and products you provide, the benefits the readers will get from receiving those products and/or services, and what makes you different from competitors. You should also include a short bio of your business since its foundation, and information on staff and other important stakeholders.
A great example is the Apptopia.com, which features a short bio about the company at the beginning of the page. The page also features the mission of the business, along with a short explanation of what they can offer their customers. In addition, it provides the reader with information about the people in leadership positions, the staff, and the company’s investors.
4) Make the page interesting and appealing
The About page of your website tells the reader more about your business, and its goals and objectives. Therefore, you must keep it as interesting and appealing as possible if you want to get the message through to as many people as possible. To start with, you should adopt a friendly tone (conversational) that will help the readers to connect with you. You should also make the content interesting by ensuring that it is clear, concise, and has a great flow. In addition, you should make use of pictures and videos to help tell your story.
You can use pictures and videos to describe some of the products and services described on the page. For example, Rent the Runaway, a fashion company that does business online through www.renttherunway.com makes great use of imagery when explaining how their business works, and showcasing some of their products. Their About page also includes cool photos of the staff doing various company events, which helps the reader to get a glimpse of the company culture. In addition to using great imagery, the page is written in a friendly tone that engages the reader from top to bottom. The content is also well arranged and has a great flow, which ensures that the reader remains engaged throughout.
5) Show the readers the best sections of your website
Most readers visiting your about page want to know the value they can gain from visiting other sections of your website. Therefore, you should use the page to show the readers other areas of your website that they can visit to get the best experience. This will help to reel them in, and direct them to other pages of your website, such as the products and services page, the blog section, or the “Contact Us” section. Some of the things you can share with your readers in the about us page include:
– A link to your blog posts
– FAQs or a link to an external FAQs page
– A link to your product and services page
– A link to tutorial videos or content in your website
A good example of this can be found on Stuck in Customs (www.stuckincustoms.com), where the reader is provided with links to other areas of the website, such as the testimonials, tutorials, events, and blog post sections.
6) Include testimonials and social proof
In addition to giving the readers an insight into your business and what it does, you can also use the about page to give your website and business credibility. Therefore, you should not be shy about including testimonials of your products and services on the page. You can also mention past successes and achievement your business has made, as well as social proof (positive online feedback your products, services, or website has received).
Including testimonials and social proof on your about page will help to convince the readers that your website is worth their time, and the products and services you provide are worth buying. For example, www.madebyshape.co.uk, a web design and development company, uses video and text testimonials from past clients to provide assurance to the readers. They have also posted a list of past clients, which helps to give their business credibility.
7) Tell the readers about yourself
While most readers who visit your about page want to know about your website and business, you should also include a short personal bio. This will help the readers to learn more about you – the person behind the website and the business, which can help them connect with you more easily. Some of the information that you can share include your personal story and other important details of your personal life, such as marriage, kids, and so on. However, you should avoid giving readers boring information, using a tone that is too formal, or talking about yourself too much; remember, the readers are there to learn about your website and the services provided.
A good example of how to write a great personal bio on your about page can be found on www.rook.is. The page contains a short bio about the Creative Director of the company, James Word, where he provides information about his work, as well as personal details such as his hobbies. The personal bio is kept short, interesting, and is written in a very friendly tone.
8) End with a call to action
The last part of your about page is to close the deal with all the readers that have stuck with you to the end of the page. Therefore, you should end with a persuasive call to action that encourages the readers to visit other areas of your website. You can also ask the readers to subscribe to your newsletter or to connect with you on the social media. To ensure that it is effective, the call to action should be clear, concise, easily visible, and contain instructions on the next step (intended action) that the readers should take.
Shaun Dona’s about page (www.shaundona.com/About) is a great example of how to craft a call to action. The page contains links to the contact owners email and social media account, as well as a link to the shop where the interested customers can shop for products.
Top About page Don’ts
When writing an about page, there are a few things that you should avoid. These include:
1) Using jargon words
When writing your about page, one of the things you should avoid is using jargon, unambiguous phrases, and technical terminology. Your content should be clear, easy to understand, and straight to the point to ensure that your readers understand what you are telling them. If you have to use business terms, you should make sure that they are kept to a minimum.
2) Using long blocks of text
One of the best tips on how to write a great about page is to ensure that the content is as interesting as possible. Therefore, you should avoid including too much information on your page, and instead stick to short and interesting paragraphs. You should also make use of bullet points and list, which will help to break long blocks of text.
3) Using too much hype
While the about page is supposed to sell your website to the readers, you should avoid using too much hype. Instead, you should stick to the truth and facts, which is more compelling to the reader. This will help to create trust between you and your readers, and make them open to hearing you out.
4) Using generic photos
When readers visit your about page, they want to know more about you and your company. Therefore, you should make sure you use real photos that add color to your page and make it unique. For example, when posting your photo or those of your employees, you should make sure that they are real and not digitally enhanced to give a too-perfect background. The same should apply when including photos of your products on the page.
The About page is one of the most visited pages of a website, and it is one area that gives you the chance to tell people visiting your website about your business, what you can offer them, and what makes you stand out from the rest. Therefore, it is important to ensure that the page you craft is perfect, and it will help to encourage the visitors to stay on your website. The above tips on how to write a great about page will help you to decide what to include and exclude, lessen the burden when writing, and ensure that the page you craft is perfect.
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