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You’ve designed your website to your liking and written the most convincing page copies.
There’s only one thing left — your About page.
The About page is a section often overlooked by website owners. That probably because we’re often uncomfortable talking about ourselves. Most of the time, we’re also unsure where to start.
But for service-oriented businesses — such as consultancies and creative agencies — the About page is crucial. Ace it and you’ll be turning leads to customers.
Did you know that 52% of people look for the About page when they visit a website?
The logic to this is simple: People want to know who they’re doing business with.
When you meet someone at a certain event, your usual conversations start with your backgrounds, hobbies, and favourite shows, among others.
You look for similarities to create a connection — one that’s worth maintaining and investing in, that is.
Similarly, your audience will want to know you before transacting with you.
Creating an About page for your brand is easier said than done.
You don’t want it to look too salesy, and at the same time, you want to forge a connection with your audience.
The good news is that it’s possible to create one yourself — even without copywriting experience.
Here are easy tips and tricks for an effective About page.
We know you’re probably thinking, “but I thought it was an About ME page?!”
Most of the time, customers won’t care about big visions, missions, and philosophies. There’s no other way of breaking it gently.
People land on your website with a problem, and they aim to get that problem solved with your help.
Avoid glorifying your brand by making your About page solely about you.
Focus on your target audience instead. What are their pain points? What will they get from you? Make your About page worth reading by letting them know their needs are your priority.
Apptopia applies this tip smoothly. Their About copy is easily relatable and empathetic to the very people they’re targeting.
If you have an interesting story to tell, put it in your About page.
People want to read an amusing anecdote more than a boring copy that lists every single company achievement. A good story relates more to people. It humanizes your brand.
A good backstory of your humble beginnings and struggles should tug at the heart.
Follow Marc Ensign’s lead. This superhero wannabe (who isn’t?) turned successful marketer wants to help you change the world. How’s that for a backstory?
Your About page is another opportunity to market your brand. Yet, you don’t want it to show the same copy as your homepage. You also don’t want it to be a long historical account that’ll bore readers to death.
Since you’re using your About page as a marketing copy, there’s no harm in blowing your own horn. But when you do, keep it as subtle and honest as possible. Here are two ways to carry it out:
Writing jargons and inflated words only discourages people from reading your copy. Chances are, they’d skip your About page after reading the first sentence.
So write in a conversational tone. Think of your audience as a friend by using simple, easy-to-understand words.
Also, make it a point to use active voice over passive voice to strengthen your writing. Not sure if you can tell the difference? Simply cut down your sentence by putting subjects upfront.
Passive: The Design Agency was started by John and me in 2011.
Active: John and I started the Design Agency in 2011.
One way to capture your audience’s attention when they get to your About page is to give them a feast for the eyes. Consider adding photos, videos, infographics, or any form of media to keep their interest.
Website builders, like Sitebeat, make it easy to add different forms of media that will spice up your webpage. Through these platforms, you won’t have to worry about coding your website every time you insert a media.
Once you’re registered to Sitebeat, there are only three steps to follow:
2. Meet the Editor.
3. Preview your site and hit Publish.
If you can’t put your story to words, try telling it through video. Videos are perfect for internet users with short attention spans. Plus, putting a video on a landing page can increase your conversion by up to 80%.
Your About page is the best place on your website to unleash your personality. Put your creativity to work and spruce up your content according to your brand’s voice. This promotes consistency in your branding and adds more authority to your company.
Personalise your About page as much as possible. Be creative in how you want your voice or tone to sound.
Compare these two About pages from a consultancy and a freelance web designer. Both copies differ in tone and style but are still compelling to their respective audiences.
Source: Gummi Sig
An About page that works for your brand today might not work in the future. After all, change is constant. You may decide to undergo rebranding, or you simply want to give your About page an extra oomph.
In this case, don’t hesitate to make revisions.
Always keep improving your About page. Tweaking an awkward sentence or adding photos of your team makes a huge difference. Check your website analytics regularly to know how well your newly revised page is faring. Revise it again if needed and test out the changes (including its responsiveness on mobile).
Your About page, just like your website as a whole, should continue to be a work in progress.
It’s not too late to create an About page that will make your visitors advance in their buyers’ journey. Let us know what tips have worked best for you!
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