It can be hard to talk about your own business.
When you’re writing for your About page, and that flashing cursor is blinking in front of you, it can be tempting to just write a quick summary of your brand and what you do.
Maybe you’ve even had a quick glance at your competitors’ websites to see they have done the same.
If you don’t have a powerful About page on your website, you’re missing out on a massive opportunity.
The About page is the typically the second most visited page on your website (you can check your website analytics to confirm this or ask your web team to check for you).
Yet, it’s often the first page to be neglected.
Here are a few reasons why About pages as so powerful:
- You can stand out from your competitors
- You can establish yourself as the go-to expert in your industry
- You can really connect with your audience
- You can turn a visitor into a new lead
This all sounds great in theory, but how do you make your about page awesome?
Here are four simple tips for you:
#1: Make your About page about your target audience
That might seem counterintuitive, but your About page isn’t about you…
…it’s about your ideal customer.
If you can make your customer feel included, they will be emotionally invested in your business.
Use your About page to describe your commitment to your target audience, how you solve their problems and why you want to solve them.
This focuses on the audience, whilst showing them who you are and what you care about.
#2: Show photos of your people and your work
Show photos of your people doing the work that you do for your customers.
Whether that’s in an office or out in the field, photos and video of real people make a massive difference in building authority and trust.
Although you could use stock photos or AI generated images, this is also easy for your competitors to do.
You can easily stand out by taking the time to do a professional photoshoot so you have high quality photos of your team.
After all, your customers want to see you, know that you’re real and know they can trust you.
Having your photo on your About page is invaluable for building trust with your audience.
#3: Show your audience what you offer
Focus on the benefits that your products or services provide to your customers, rather than features.
Your customers want to know how you can help them and that they’re in the right place to receive that help.
Keep your copy simple and benefit driven so you can capture attention quickly and drive your visitors to the relevant section of your website to learn more.
#4: Show your audience where you’re going
Write your vision for the future and the impact you’re on a mission to create.
Not only does this give you an opportunity to remind your target audience of what you offer, you’re reassuring them that you’re not just going to disappear.
You’re on a path to create a better future and they are included.
Are you feeling inspired to improve your About page?
It’s time to replace “we” and “I” from your About page with “you” and really make it shine.
