What to Write on Your About Page

Most businesses think the purpose of an about page is to speak solely about themselves but your customer should be at the forefront of every page on your website, and surprisingly your About Page is no different. The main objective of your About Page should be why a customer should emotionally invest in your business. What problems your customers have and how your business can solve them is what you should focus on most when creating copy for your About Page.

In this article, we will share everything you need on your About Page and why you need it!

What is an About Page?

An About Page gives your potential customer a deeper understanding of your business and the people behind it. It helps to build trust with your customers. It is important that your customers can relate to your business and that you build a strong rapport with the.

You can do that by including the following:

• When and why you started the business (Always mention your awareness of consumer problems here and how this gave you the idea/push to start your business)

• What makes your business different from your competitors

• What are your vision, mission and values as a business? (Only write these if you can back them up with action)

• Why your potential customers should choose your business as opposed to a competitor

• Calls to action to encourage them to take the action you desire on your site (something a lot of About pages seem to forget)

Why an About Page is important

An About Page is imperative to building a relationship with both current and new customers. Gone are the days when you could just sell a good product. People want to know more about who they are buying from and what you stand for, all of which you can share on your about page.

Some of the reasons an About Page is important are:

Brand Image

An About Page is your chance to solidify who you are and what you stand for as a company. Align these with what your ideal customer is looking for in a brand, and you are sure to be a successful business. Your About Page is the key to how you want to be perceived by the world.

New Customers

An About Page is one of the most visited pages on any website and therefore should not be neglected. We as people are very curious and even more so when it comes to who we are giving our money to. Your about page can give customers the chance to learn more about your business, how you solve their problems and how you contribute to helping other issues the world is facing.

Beat the Competition

Your About Page is the place you can highlight your personal story and how you differ from your competitors. Don’t be afraid to be vulnerable and honest on your About Page as people can relate to these things and feel more confident in you and your product, knowing you have had the same hardships as them

What Should be Included in Your About Page

Your About Page should be made up of what you think is most important about your brand however there are a few things you can include that will take your About Page to the next level.

Unique Selling Point

What makes your business completely different from others? Do you offer a special ingredient that no one else offers? Do you have the best customer service? Are your products made sustainably? Really think about what it is that sets you apart from your competitors and then build your About Page around this.

Show Who is Behind the Business

Going back to the point of humans being naturally curious, it is vital that you show the faces behind your business to help build trust with your customers. This is even more important if you are a service-based business and going to be present in someone’s home or will be speaking with them in a vulnerable setting. Allowing customers to see your face means they will relate to you more as they see you as a person and not just a business.

Tell Your Story

This is another way you can set yourself apart from your competitors as no one’s story is the same! You can include things like; How you started the business, why you started your business, a milestone you hit along the way, how the business has changed over the years, what you stand for as a business, etc. This is your chance for your customers to relate to you and your journey.

Transparency

Along with curiosity, people are also sceptical and want to know what’s going on behind the scenes and along the supply chain of your business. Giving your customers some insight into where your products are made, what conditions the people making your product work in, how the making of your products affects the environment, etc. You can use photos with some text to showcase what goes on behind the scenes of your business. You could also include a contact form for people to enquire more about the process if they would like. This shows potential customers you have nothing to hide! Instilling that trust once again!

Location

Your About Page should tell people where you are based and where they can find your products across the world. This again builds trust with people when they know exactly where their products will be coming from. This can minimize any doubts customers may have in regard to location and when they will receive their product. Having a location mentioned on your site also contributes to the optimisation of your site.

Call to Action

As said above, a lot of people forget to tell people where to go next after visiting your about page. Make sure you tell people the exact action you would like them to take next. You can include a button connecting to your product page, a contact form or even a calendar for them to book an appointment with you. Don’t just leave people on your page without anywhere to go!

Updates

Remember to keep your About Page updated! As your business grows and changes so should your About Page! An old or outdated About Page can do more harm than good so ensure you are continuously updating it to reflect your brand.

To Remember:

An about page is for creating a relationship with your customers. It is not a place to start pitching your products or to show off! Of course, you want people to buy your product but right now (on your About Page) people are buying into you, don’t lose them by trying to sell them products. Keep the focus on your brand, your values and how you solve your customer’s problems.

If you need help creating a website for your business please get in touch with us here. We design functional and easy-to-navigate websites for small to medium-sized businesses.