For many organisations, the perfect About page can be somewhat elusive. On the face of it, it’s simple – all this page needs to do is tell visitors a bit more about your company. In reality, the role of the perfect About page is a lot more nuanced than that.
At its core, your About page is your opportunity to tell the world how fantastic your organisation is; the tricky part is striking the right balance between singing your praises and bragging.
Let’s take a look at some practical pointers on writing the perfect About page.
Why is your About page so important?
Generally-speaking, the About page is the second most important page on your site after the Home page. Users visit your About page to answer a number of questions about your company, for example:
- Who’s at the helm?
- Where are you located?
- What makes you special?
- What are your core values?
- Why should I choose you and not a competitor?
When users visit your About page, they’re typically trying to determine whether they can trust you. They’re also looking for a “peek behind the curtain”, so they can figure out if they like your company culture and want to do business with you.
So, with this multi-faceted role, it’s important that you get this page right!
How can I create the perfect About page?
Don’t fall into the trap of thinking your About page has to play it safe. This is actually a great opportunity to be creative, especially as visitors will come here to learn about the people, values and ideas that lie behind the products and services offered. Just make sure the writing style is aligned with your brand voice.
Here are some tips and tricks for crafting the perfect About page:
1) Tell your story
Most companies have some kind of story behind them. For example, your organisation may have grown from humble beginnings working out of your spare bedroom or a shed in the garden. Remember that people love stories – and your About page is the perfect place to share yours!
2) Share your company’s mission
If your company has a mission statement, it belongs on your About page. What is your company here to do? What’s your vision? Your long-term goals? In order to resonate with your audience, they need to have a sense of your identity and purpose.
3) Talk to your audience
Identify and speak directly to your core audience in the initial few paragraphs of your About page, to emphasise that you have their needs at the forefront of your mind.
Tailor your content to their pain points, needs, goals and aspirations. Make it clear what your organisation can offer them and present this in a prominent place on the page. Don’t make vague claims about how your organisation can help: specifics that can be backed up are far more useful (and credible).
4) Forge a connection
Too many organisations underestimate the importance of their About page, which can result in it reading like a dull, corporate CV. This approach is ineffective and fails to give readers the insight they’re looking for.
Be authentic in your About page content. Think about how to really connect with your audience. Be informal. Don’t speak in insider, corporate jargon. Write in a way that makes your company and your website accessible and gives readers a glimpse of what goes on behind the scenes!
5) Share your values
Customers want to know that there are human beings behind the website facade. Talk about your company culture. Describe your team (especially your key people) and your company values. Talk about the bigger picture and what motivates you and your business. This is becoming an increasingly important consideration for all businesses, particularly when dealing with Millennials and Gen Z.
6) Create trust
Give readers the facts. Where are you based? How long have you been in business? How large/small are you? People like to know a few specifics about you before signing up to contracts or parting with cash. Make sure that you cover the bases as far as basic company information is concerned, as this will go a long way towards instilling trust.
To sum up
Don’t neglect your About page or cobble together something generic or half-hearted. Spend time making sure it’s a true reflection of your organisation and is written with authenticity, in a way that your audience can relate to. By following these simple steps to write the perfect About page, you’re sure to make the right first impression!