Writing the about content for your website can seem difficult at first. People buy from you when they know, like, and trust you and/or your brand. Anytime I’ve bought something from someone it’s either because I’ve wanted to support their business and/or the product is going to solve a problem for me. What compels you to visit someone else's about page? What are you looking for? Is it to learn more about the history of their company or is it because you want to make sure you can trust them?
Let's Dive in!
How to Write an About Page for a Website
If people buy from you when they know, like, and trust you, how can you write your about page in a way that facilitates that? Start it off by sharing why you do what you do. What makes you excited to get out of bed in the morning and serve your customers? Who is the client or reader? What kind of problems are they facing? What makes you excited to solve the problem for them? What experiences do you have in solving this problem? Share briefly about why you started your business and why you’re excited to help solve a problem for them. Chances are, you provide a service or product that someone can probably get somewhere else. There’s always going to be other people and companies that do exactly what you do, so focus on your specialties. What specifically makes your business special? Highlighting these things will help clients remember you and differentiate you from all the rest of the companies they're looking at too.
"People don’t buy what you do. They buy why you do it." -Simon Sinek
Want to know the difference between talking about WHAT you do vs. WHY you do it? Check this out:
What to Share/What Not to Share
Sharing your story is important, but it’s also important to respect their time and get to the point. This might sound harsh, but no one reads websites anymore, they scan them. They’re simply looking to see if they’ll like and trust you. If you have what it takes to solve their problem and share clearly, what the next step is, they are much more likely to make a purchase. When it comes to writing your story, think outside the box. What specific parts of your story will help them like, know and trust you? I know I keep repeating this, but everything in this section needs to point back to those 3 things. If it doesn’t, you may not need to include it. They don’t need the entire history of your company or you’re entire life story. It doesn’t have to be very long, the most successful about pages explain this in 3-4 paragraphs or less.
Make it Clear and Concise
The about page isn’t just about sharing a story, it’s about encouraging your viewer to take action. Once you’ve shared your why and what qualifies you to solve the problem, it’s time to follow up with a call to action. Use the next section to share that. Do they need to request a quote? Do they need to visit your shop? What’s the next step you want them to take? Web Design Tip: Want to increase your leads and sales? Be extremely clear about what the next step is. I like to do this by including my main call to action as a button in the header of my website. See the request a quote button in the top right? See how you can scroll up and down on the page and the logo, menu, and call to action button never leave your view? That's a strategic design decision to make the next step for visitors extremely clear. So many people are too focused on having a flashy or eye catching website, but they tend to miss the obvious things – like making your call to action clear. Not making the call to action obvious would be like having a shop and hiding the cash register.
Bonus Points: Include a Video
I have a client that hired a videographer to make a video that explains what they do and why they do it. She hears from customers all the time that browsed other sites that provide the exact same thing, but they ultimately end up working with her because the website and video helped them get to know her and her family. (This client raises bernedoodle puppies and are very close friends of mine.) The website is easy to navigate, explains the next steps clearly, and the video helps attach a face and story to the brand name. If you don’t have the budget to hire a videographer, you can always use your phone to record a video too.
Start by making a list of points that you want to share that will help them know, like, and trust you. Jot down some ideas and then prioritize the order in which you want to share them. Narrow down the topics for each paragraph and just start writing. This is your business and you get to decide how you want to represent yourself. How much are you willing to share? What information is really going to drive your story home? Brainstorm ideas, prioritize them, and start writing!
P.S. Feeling a tad overwhelmed by your to do list? Anytime I feel like this, I brain dump all my ideas on a sheet of paper and then prioritize them using the kanban method. This makes things so much simpler. Check the blog post How to Prioritize and Stay on Task for relief from the overwhelm. In this post I highlight how to map out your goals, how to stay organized, how to prioritize tasks, and the psychology behind decision making, plus how to make a plan that works specifically for you! Owning a business can be overwhelming, but it doesn't have to be. I'm here to share resources to make it more fun and satisfying.
Consider this my high five to you! Being a business owner takes courage, discipline, and belief. Obviously, if you've read this far, you're serious about it.
Now it's time to start writing ;)
