Be honest, when did you last update your about page?
Although about pages are often one of the most frequently visited pages on a website (take a sneaky peek in your analytics it will be up there, I promise!) they’re often to left to languish.
I think one of the reasons for this is that the about page is one of the hardest parts of a website to write. How can you encapsulate the brilliance of your business in just one page? It’s hard, but it’s not impossible.
Here’s how to make sure yours isn’t selling your business short…
What to include
What you do
There’s nothing worse than an about page that’s cryptic. Make it clear what you do and what problem you solve.
This is your chance to tell your story. Humans love stories. Share the situations that brought your business about and why are you here.
How you’re different
Your company is unique. The thing that makes you different could be your values, the way that you work or how your products are made. Highlight what stands you apart from others in your sector.
For example, Hiut Denim differentiate themselves from most clothing companies by only making one product – jeans. Emphasise your differences.
Who you are
Don’t be afraid to share who you are and what brought you to this business. Revealing yourself can be scary, but people are interested in people, not entities. Share your people.
Bonus: Where to start
An excellent extra to add to your about page is where to start. The best about pages make you want to be a part of whatever it is they’re doing – so signpost how people can get started with you – whether that’s by reading your most popular blog post or getting your newsletter.
What to leave out
Leave anything that no one outside your business cares about.
A good example is equipment. When you’ve spent thousands on a bottling machine or bespoke machinery, you want to shout all about it. But here’s the thing – no one cares. They care about the end result. Say you’ve invested in a the best coffee maker money can buy, don’t say…
We are the only coffee shop in the UK to have a Supercoffee Max 1500.
Instead, focus on why your super douper machine benefits your customers. Something like…
We are the proud owners of the the best coffee machine can buy (the only one in the UK no less) so you’ll be guaranteed the perfect crema every time.
Be ruthless, take out internal details and focus on the benefits you deliver.
How to write it
It doesn’t really matter how you write, as long as you write in a way that sounds authentically like your business and is consistent.
Developing a consistent tone of voice for your business will help all your communications, including your about page, sound unique and authentic.
Some more great about pages to inspire you
Take the course
For more help with writing your About page, take my Skillshare course.
Plus, if you’re not already a Skillshare member, you can get three months for just $0.99 (that’s like, 69p).