There's no one way to write an About Page, but there are a few ways to make your About Page hook potentials customer in. Whether you're running a prestigious law firm or a small business with a mission to make a positive impact, these tips will help you craft an About Page that tells your story in a personable and professional way.
Tell them who you really are.
While your home page will generally tell potential customers who you are, what you do, and what you sell, your About Page should tell people who you really are.
How did you get here?
What has your journey been?
Build authority here.
Also, does your personality come through in your About Page?
A lot of people wonder how personal to get on an About Page, and whether to talk solely about the brand or also the person or people behind the brand, too.
Personally, as a conscious consumer, I always want to know the people behind the brand. That matters to me in my decision making, and I believe this is increasingly true for many consumers.
So, especially if you're a solopreneur, small business owner, or business with a positive impact mission, my recommendation is to let people see behind the curtain and fall in love with you as much as your product and service.
You can do this by sharing a personal story and letting your personality come through in the copy. You can also create a separate Founder's Story section if that better suits you and your site.
However you integrate your story, let people get to know your story and your journey. Make yourself relatable to your customers.
What's your "why?"
Your "why," your brand's reason for being, is often what creates the personal connection with your customers. When customers know your "why," they know your purpose and why you care. When you care, they care. So, be clear on your "why" to engage customers through empathy.
What are your values?
We live in a time where there's often a societal pressure that leads to performative activism. But it's important to let customers know your values and where you stand. With so many options providing the same or similar solutions, your values matter to customers. It's a part of their decision making process in whether to buy from you or not.
And be genuine. Some brands talk about being more sustainable and eco-friendly, but when you try to dig deeper, there really isn't much to support those statements. Or claiming diversity by putting a few faces of color on your site and social media feed, but not truly being invested in diversity is also not genuine. Consumers are savvy these days and can see through greenwashing and other unauthentic messaging.
So, be clear, transparent, and genuine about your values.
Remember your call to action.
Yes, even on your About Page, let people know what the next steps are. Book a consultation? Sign-up for your email list to get a free resource? Lead them to your best product? You can even simply tell them how to work with you. Whatever you choose, lead your potential customers to the next step.