How Do You Make Your 'About Us' Page More Interesting To Your Website Visitors? Make It 90% About Them!

This is inspired by a comment I made on a social media post - where I suggested About You pages really need to be all about the reader - and how you can solve their problems

Most agents About Us pages are bland, vanilla, copy and paste jobs where they talk about their Passion, their Local Knowledge and how for them Its Personal

They'll tell you when they started

How they're committed to excellence, professionalism and using all the latest shiny bits of kit

Even worse - they may list a whole load of acronyms like ARLA or NFOPP, in relation to memberships they hold and qualifications that they're very proud of 

No one cares

Landlords and Vendors (and Buyers / Tenants come to think of it) really couldn't care less about any of this

They care about how you can solve their problems

People buy based on emotion and justify that decision with logic

That's the case whether you're buying a Greggs steak bake, a pair of shoes, a holiday or a house

And people tend to make decisions for one of two BIG REASONS - to move towards pleasure or to move away from pain

So your About Us page really needs to talk to your reader 

Presumably you'll be aiming this at vendors/landlords - so your page needs to weave a tale that pulls in the interesting bits of your offering - but does so in a way that is very much about solving the reader's problems rather than just banging on about you the agent

Want to know how you can do this? Look at my Meet Neil page

Now I could break this down and analyse each element

Such as the powerful difference between "Meet Neil" and "About Neil"

Or how you can introduce proof and credibility with copy like "I know from my 10 years of owning my letting agency" rather than the standard "I opened in 2007..."

But more important than a forensic copy critique is the balance of the copy - how the vast majority of the text is about the reader - and when I do talk about myself it's very much in the context of how I can help

Do you have an About Us page on your website? Has this post made you think about changing it to engage and appeal to your landlords & vendors - by talking much more about them?