How to Write Your About Page

Did you know that your About Us page is the most commonly overlooked page on your website? And I’m not talking about your potential customers overlooking it – I’m talking about you overlooking it!

The problem with your About Us page

Most small businesses will look at what they need to include on an About Us page and come up with the following ‘important points’ to remember:

• You need to stick to facts
• Be clear on your audience and who you’re talking to
• Make sure you’re clear on your values and beliefs
• Use subheadings, bullet points, graphics, charts and photos to break up the text
• Give a clear timeline

And these ARE great pointers, when it comes to writing an About Us page – but the problem is, when you follow these pointers, you usually end up with a boring, uninspiring potted history lesson on who you are and what you do!

So how CAN you use these pointers and STILL create a great About Us page?

How to write a great About Us page

#1: Tell your story

Sticking to the facts and sharing your values and beliefs doesn’t mean giving a bullet-pointed list of these facts. Tell your story. Take your readers on a journey with you, as you explain how and why you got started in business – and how and why you love those people in your niche market. Be emotive, use description and give them a glimpse into your life.

#2: Show who you are

Part of telling your story is showing your potential customers who you are – but an even better way to do this, is to SHOW them. Why not create a quick video for your About Us page? You can then start to build a rapport and potential relationship with those visitors, before they’ve even signed up to your mailing list or bought from you!

#3: Be real

Video is a great method for your About Us page, as it’s really easy to see if the presenter isn’t being genuine. But if you decide video isn’t for you, you can still be real, by watching your language. I’m not talking whether you should or shouldn’t swear, I’m talking about the LANGUAGE you use throughout your About Us page. Be informal, if it suits who you are and what you do. Don’t use technical jargon, use terminology that your ideal audience use. The idea isn’t to sound somehow ABOVE your audience – it’s to BE ON A LEVEL WITH your audience.

#4: Let others tell your story

If you really want to stand out, why not let others tell your story? Use testimonials (both written and videoed) to show who you are, what you stand for and who you help. There’s nothing stronger than word of mouth – it builds on the trust factor and illustrates beautifully how your products/services work, who they work for and the typical end results – and isn’t THAT the real reason your website visitors go to your About Us page for?

How do you feel about your existing About Us page? Why not take another look at it and see how you can tweak it, to better show your personality and your work ethic? If you’ve had any ‘a-ha’ moments after revisiting your About Us page, why not share your experiences and moments in the comments box below.

Image ? Rawpixel/Dollar Photo Club