Top 10 Things You Need To Think About When Writing Your About Page
I wrote quite a bit of this journal and then realised that it would be best to first start it off by telling the reader who it’s for. So, I came back and added this section in. Let’s see if you can figure out the point where I realised who I was writing this journal for…
If you’re a budding copywriter, don’t do as I do; don’t make it a habit to write and then ask yourself who you’re writing for. It’s best to strategically write out a pathway of any blog post you’re about to write. I didn’t. Don’t copy me.
Right, where was I? Ah yes, who this journal is for. It’s for business owners. In turn, a business owner will either write the copy for their about page or have their marketing team do it. So, I’m talking to you, business owner.
Now, onto the article…
Let’s face it, how many times have you actually gone out of your way to read an about page? If you’re anything like me, you’ll take a look at the about page on every website, but only because you want to see if the owners of the website have decided to be a bit adventurous and do something cool with their content. Or, if you’re curious, to see if your competitors have bettered you.
If they have, your eyes widen and you stroke your imaginative white furry cat while contemplating world domination. Or, in the land of the business living, you take a long hard look at what your business or blog is about, and tell everyone.
What Is an About Page?
It’s your inspiration. You heard me; your about page is your first attempt at inspiring someone. You tell the world why you do the things you do, or sell, and if you can fit it in, and I highly recommend you do, I suggest you tell your readers all about your brand.
Now, then, some companies have viewed their about page in the same light as their trophy cabinet. I shit you not! I have worked for companies where they have purchased (yes, most awards are purchased. Get with the programme…) awards for the sole purpose of adding them to their about pages.
If you’re a normal, intelligent business owner or marketer, this isn’t you. Please don’t let this be you! You have a story to tell. How and why you started off your business is a good starting point. You can even throw in some testimonials, but for the love of god, please link them to actual case studies.
What you shouldn’t do is view your about page as a glorified hype “look at me, look at me!” page. No one cares. Promise. Oh, and while I’m at it, stay away from trying to turn your about page into a sales pitch. Once again, no one cares. What they do care about is you. Okay, I lie. What I should’ve said is that they’ll care about you and your brand if you’ve made them care up till the point where they click on the About Us link.
If your user has done this, and they’re not a competitor, chances are they want to find out more about you and your company. I say “you”, because you’re the captain of the ship, if you’re a smaller company. If you’re a larger company that’s made up of an army of managers and C-level executives, then I’m talking to you too.
Your about page is the first bit of social proofing someone might choose to do when researching your company. Don’t disappoint them.
Anyway, I promised to tell you the top 10 things you need to think about when writing your own about page, but here we are, 640+ words in, and there’s not a top 10 list in sight. Don’t you just love it when you have to scroll down to find the thing you’re looking for?
Top 10 About Page Content Tips
Let’s jump right into the top 10 content tips you should be doing when writing your about page, because god knows we’ve not done any jumping on this journal till now!
Keep It Super Simple! I believe we’ve hit the nail right on the head with this one.
If you want to baffle your readers with BS, your about page isn’t the place to do it. Take your industry jargon someplace else! You shouldn’t be trying to confuse your readers, instead, you should be inspiring them to take action. Your words should literally leap off the page.
If your readers are having to Google words and phrases they’re finding in your about page, you’ve failed.
2. Let them know how to find you
If you believe there’s no reason to add your contact information to your about page because you have a trusted contact page, think again. If your readers and potential customers want to find you, why make it difficult for them?
Never miss an opportunity to convert an interested person. If you’re having to make them search for a separate contact page, you’re failing. You’re not a failure.
3. Use visuals
It’s so surprising to see why businesses feel they’re not allowed to use visuals or any form of artwork on their about pages. For some reason, a lot – and I mean “a lot” of businesses seem to think their about pages are akin to a broadsheet newspaper. It’s as though they believe academics should be reading it only.
Newsflash: your about page is an extension of your brand, and if your brand uses visuals, which I hope it does, your about page should use them too.
4. Put yourself in the shoes of your target audience
Who are you selling to? What do they want? If you were them and you were on your about page, what would you be looking for? These are really important questions, yet the majority of about pages I’ve looked at have failed to ask any of these questions. That’s a shame.
Remember, if a user is looking at your about page, chances are they’re interested. They either want to work with you in the form of a possible partnership, or they’re interested in buying whatever you’re selling. Don’t disappoint them. Think like they do. Reason like they do, and write content that will inspire them into working with you.
5. Add testimonials, but…
Have your testimonials lead somewhere. I mentioned this above. If you’re going to have an image of a happy client, or a logo of a partner, that doesn’t really add too much weight. Even if you add a line or two about how great they think you are, will the reader believe you’ve not just made these quotes up?
Try adding a link to a case study which provides an in-depth look into how your company eased their pain with your products or services. Another winner is to have an embedded video, having your happy customer or partner telling the world just how great your company is. That’s a win-win!
6. Fast load times
I suppose this doesn’t just go for your about page, but for your entire site. You’re not going to want your potential customer or partner to be sitting around waiting for your about page to load. I know I would start to think something along these lines: “If they don’t care about their site speed, are they going to care about me?”
7. Tell your story
We’re human beings and so inherently love to be told stories. If you’re a business owner and you’ve got a story to tell, go ahead and tell it. Get your copywriter to tighten it up, but more importantly, ask your staff what they think of your story before it’s added to your about page. Remember, your about page needs to inspire the reader to take action. If your story is as dull as an Arsenal match, maybe try and spice it up a bit.
8. The fold
The most important real estate on your website is the BTF or Before The Fold section. This is the first section of your page that loads. It’s prime real estate and you want to get off to an absolute flyer within your BTF.
If your about page is dull, don’t expect too many people to scroll down and read the rest of it.
If you can’t read your about page on any sized mobile device, why do you even have a website? I’m serious! Why even bother? Nearly 70% of all website hits happen on mobile devices first. You’re here to inspire, to tell the world your story, and to let your readers know why your company is where it is. This doesn’t just apply to your about page. Like point 6, this is a sitewide must-have/ must-do!
If no one can read any of that, what’s the point!
Make sure you add links to all your important pages. Highlight some of your products or services, but don’t go all out and turn your about page into a sales pit. Instead, link to your products and services pages.
The Final Word
The aim of your about page is to inspire. It’s not to overdo things and scare people away. Neither is it to bore them into an early grave.
If you’re feeling up to it, go ahead and plot out your company’s story. Map it out and then read it to your team. If it needs to be spiced up a little, go ahead, but don’t overdo it as that’s not great. Be transparent and honest. Tell your readers how you got to where you are today. Mention your team and that without them, nothing would’ve been possible.
There’s so much more to say, and to be honest, I think we’ll cover this in an upcoming podcast. If there’s anything you’d like to add, feel free to reach out to me via the comments. I read every single one of them, and would love to hear from you.
Keep it real,