About pages are not the easiest things to write, especially when you are trying to write your own. I struggled with my first about page, and still much prefer writing them for other people! But they can, and should, be tackled.

I’ve tackled a few in my time as a copywriter so, I’m going to give you some insights on what to include, what not to include plus some tips on how to approach writing one. Ready?

Is your about page visible?

This isn’t a trick question. Your about page needs to be found easily in your website’s main navigation along with your contact and service pages. It shouldn’t be nestled away in your sub-menus for people to ‘stumble across by accident’.

About pages are an essential part of a website; they are often one of the first pages a visitor will head to so you need to make sure you have one and that it works in your favour.

52% of visitors to a website want to see “about” information. KoMarketing; 2015

So, can visitors to your website easily find your about page? Go check, I’ll wait here.

Your target audience

Now people can find your about page you need to keep them interested. You need to hook them in. Not everyone that comes to your site will be a potential customer, but if they are, you want them to stay and read on. Right?

To do this, you need to write your about page with your target audience in mind. If you haven’t already, you will need to define who they are and what appeals to them.

Being clear about who you are talking to will help you create the right message. When a visitor to your about page feels like you understand them, they will be more likely to trust you. And do business with you.

Building trust

When you build trust with your audience, they are going to feel more confident choosing to work with you. How do you do this? By not talking about you all the time.

The irony is, well written about us pages that convert aren’t about the company, they’re about the customer. Eh? That’s right, the customer. Forget ‘I’, there’s no need to puff the chest out and be the centre of attention. Your about page is not a sales pitch so stop talking all about you and listing your achievements like you would in a CV (and generally boring the pants off the reader).

Acknowledge your audience and address the problems that they are having. Be empathetic and show how you will help to solve them and improve their situation. When you put the focus on the reader, it reinforces their trust and confidence in you.

Show your personality

Your about page is your time to shine!

Although you should avoid treating your about page like a sales pitch you do need to reveal who you are. This means having a personality and not being afraid to show it.

Tell a story, involve the reader, make them feel like they are in the room with you. Dry, dull copy that tries too hard will have them running for the hills. Be yourself.

If you’re a little bit shy and awkward, or kooky and funny then let the way you write show this. You’ll be surprised how many people will be able to relate to this, it will make them feel comfortable and not threatened, which is very important when doing business. It shows you are human.

Keep it simple

Use language that your audience can relate to, avoid being too high brow and using complicated words and long sentences. Imagine you’re having a conversation with them, those are the words you should use.

And don’t overcomplicate things by using industry jargon. You might be familiar with the terms, but it’s unlikely your audience uses them in their everyday conversations.

Readers will drift away when they come across wordy about pages. Once you’ve written your first attempt, go back and cut out all the crap. Like about half the word count. You can lose it, believe me.

Break up the blocks of text with headings, bullet points, rather than going into great detail about all your services link to the page on your site that does. Simplify simplify!

Don’t forget the basics

There are a few basics rules when it comes to about pages, but they do get overlooked. So I’ll quickly remind you of them before I go.

Firstly, be likeable. Engage your readers by telling a story, let them know where it all began, the culture of your company. We buy things from brands we like, not the ones we don’t.

I know I said this before, but seriously don’t hide your about page.  It needs to be a part of your main navigation.

Be clear in your naming; this is not a time to be clever. ‘About us’ might seem boring but your customers won’t care, they just want the information. Plus, having ‘about’ in the title will help your SEO, so it’s a win-win!

Add a photo of you, or your team or something that represents the human element of the business. People like to see the face behind the brand, it helps them feel more confident in choosing you.

Ok, so you’ve said your bit, introduced your company, now what do you want the reader to do? Let them know by adding a call to action. You could tell them to check out some of your previous projects, your products, or your contact page.

Now you’ve got the tips get out there and make a start! Of course, if it all gets too hard and you’ve fallen into a heap on the lounge room floor then get in touch, we can work it out.

Annie Spratt

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