Did you know that for most websites, the about page gets the most traffic?
There are so many business owners out there who aren’t putting the due time and effort into their about pages. They either leave it brief without any real detail, or else go overboard and write long, winding descriptions about their life and their kids and their neighbor’s grandma.
Your about page offers a huge opportunity to engage potential customers and make them fall in love with your brand. Here’s how to write one that’s foolproof.
Open with a powerful statement
Why do you do what you do? What drives you to get out of bed every morning and grow your business?
You might say it’s just for profit. But come on—you could be making a profit by working for someone else’s company, selling all your belongings on ebay, or playing with the stock market. Why do you run this business?
There’s a great guy named Simon Sinek who has the third-most watched TED Talk video ever and who’s really nailed down the whole Harvard professor look. He popularized a big idea that should guide every business decision from here on out:
People don’t buy what you do.
They buy why you do it.
At the end of the day, your product or service is basically the same as every other product or service out there. You might differentiate yourself through low prices, exceptional customer care, or fancy features, but what’s going to actually motivate someone to buy from you over someone else?
Your true differentiator is what you stand for.
When you let your customer into your head, when they get to understand your motivations and how you think, they’re going to be way more inclined to trust you.
Make it about the reader
Who is your target customer, and what do they struggle with on a daily basis?
List it out. If you haven’t already, take some time to create your audience personas. When you know who your audience is, you’ll be able to appeal to them directly.
Which is exactly what you should do on your about page. Call the reader out with specifics.
For example, if you ran family photograph business, you might write something like:
I’ll be the first to say that family photos are hard to get just right. Maybe you’ve been trying for years to get that holiday card money shot where everyone is actually smiling. Or maybe you’ve just accepted that someone is going to end up with a wrinkled shirt.
Don’t sweat it. I’ve photographed the squirmiest toddlers, the kids who would prefer making any face at the camera but a happy one, and the babies that never seem to stop crying. The perfect moment might only last for half a second, but you can be sure I’ll capture it.
The first paragraph describes a negative situation the customer might be experiencing. Then the second one addresses exactly how the photographer will get the customer out of that situation. This kind of specificity makes the reader instantly think, “Hey, that’s me!” and they’ll know that you understand their problems.
Tell a story
One your reader is engrossed with your “why” and feels like you understand their personal situation, you have the freedom to tell them about yourself and/or your brand.
Put it into a narrative form. What brought you to where you are today? This should not be like a cold, impersonal resume. Make it friendly, and keep it brief. Focus on the details that build up your authority and get specific on the defining moments from your personal history that make you different.
Tip: Do you feel awkward talking about yourself? I’ve created a PDF questionnaire to help you easily pull out the key pieces of your personal history and talk about them without sounding self-centered. Get it here.
Suggest an action
What is the most high-value action a user could take, short of actually buying something? For many business owners, their main marketing method is through email, so getting a reader on an email list is paramount. Other actions might be:
- Reading some of your most popular blog articles
- Checking out your Services page
- Following your social media pages
- Contacting you for a free consultation
Don’t forget a photo
The humans behind the brand make the brand relatable. Many businesses choose to feature headshots of their employees, or even candid photos of employees at work. If you’re a one-person gig, use a nice headshot that shows your smiling face clearly and includes at least your shoulders in the frame. Remember, this is about putting your best foot forward. If you have to crop other people out of the image, or if you’re making a duck face, don’t use that photo.
Bonus point: Video
Okay, let’s take a detour so I can make a long-winded analogy. Let’s say you’re trying to buy a vacuum on Amazon. You have two favorites. The first one has some product photos and makes lots of great claims about how powerful it is and how easy it is to empty.
The second one doesn’t have a ton of photos or text, but the page has a video of the vacuum actually getting dirt out of the carpet, emptying into the trash super easily, and all around being a fully functional little vacuum.
Which one are you going to trust to get the job done?
Videos have the power to incite immediate trust. It shows that you are who you say you are. People are wired to build connections with other humans, and a video bridges the digital gap far easier than any other medium.
Want a nudge in the right direction?
Download my free questionnaire to help you identify the key pieces of your personal story!