Let’s face it. Most of us don’t devote nearly as much time to our “About” page as we did crafting our homepage, blog posts or website design.
Instead, we slap up some basic background info, maybe even a little history about ourselves or our business and hit the save button. We tend to forget it’s the heart and soul of our website.
You see, that page you just rushed through, it’s the second most visited page on your site.
It’s where visitors can learn more about how you can solve their problems, make them feel good and ease their pain. When they land on your site and head straight for the “About Us” page, they’re already telling you they’re interested in what you have to offer.
Now it’s your job to show them who you are, how you can help them and what to do next. It’s a great place to give your visitors the confidence to understand that you—and your business—have the necessary skills and experience to solve their particular problem.
Writing the perfect pitch and crafting a compelling “About” page can be challenging. It’s not easy to articulate the essence of what we do and communicate how and why we do it.
I’m going to make to easier for you. Here are 10 tips for telling the world “About” you.
1. Be original, honest and open. Don’t be afraid to be loud and bold. Dare to be different. Share your values. Tell your visitors who you are and what you believe.
2. Your content should answer five questions: Who are you? Why should they choose you over someone else? What do you do? When did you start your business/program? How do you do it?
3. Have an opening statement. Hook your visitor’s interest by touching on a problem or emotion you know affects them, such as “Do you want to cut the fat while eating delicious food?” or “Would you like to become a better public speaker in one week?”
4. Your page should have a welcoming tone that relates to your visitors’ needs, while aligning with your personality. Write in the first person. Keep it relatable and understandable.
5. State your case for what’s in it for them. How wonderful your products or services are isn’t important. Visitors are more concerned about what they’ll get out of a business relationship with you. They want to know what you can do to help solve their problems.
6. Tell the story of your professional journey. Your backstory doesn’t have to be in chronological order. Make it interesting. Let your visitors know how you know what you know.
7. Communicate in a clear, concise manner. The information on your “About” page represents your business and what it stands for.
8. Show yourself. Build trust by adding a photo that captures the real you. Your potential clients/customers like to look into your eyes.
9. Demonstrate how you’ve provided solutions for others. If visitors see you have serious training and work experience in the area they’re interested in, they feel comfortable about working with you.
10. Give them a sense of what it’s like to work with you. Show people they can trust you. Add client testimonials and stories about how you work.
Here’s a bonus tip. Write the way you speak. Granted, when writing your “About” page, it’s tempting to add words you never use. If you do that, you’ll end up sounding like someone else. Whether you should write in first or third person is up for debate. I prefer the first person because I want to speak directly to the reader.
Not everyone who visits your website will check out your “About” page, so you need to entice them to click on the link. You can accomplish that by having insightful and interesting content that makes your visitors believe they can’t live without what you’re offering.
Need help with your “About” page? Not to worry. We’ve got you covered. Visit The Ys One Writing and book a Discovery Call.