What your website’s About page is really about and how to get it right

It’s one of the most important parts of your business’s website but it’s also one of the most difficult ones to write. This is especially true if you are your business. How do you strike the balance between saying how great you are, sounding professional and letting your personality shine through? Because that is what you should aim for when you’re writing your about page.

And as if that wasn’t difficult enough, remember that your about page isn’t really about you at all. It’s about your clients and what you can do to help them. Here are some things to keep in mind when writing your business’s about page.

This little piggy went to market

Remember how the nursery rhyme ends, with the little piggy crying “wee, wee, wee” all the way home? Don’t be that little piggy. Often the first thing I do when reviewing web copy for a rewrite is count the number of “we’s” on the website, followed by the “you’s.” There isn’t a golden ratio number, but if we:you leans more heavily towards the former then I have an immediate starting point. Keep your customers’ pain points in mind and what it is that your business does to ease their pain.

About One

Lots of one person businesses try to sound bigger than they are but adopting the royal “we.” It’s like a small dog that barks a lot, it might sound impressive but when you turn the corner and see a chihuahua you’re more likely to laugh than run away. How are “we” planning to keep this pretence up? By answering the phone in different accents? At the moment I’m reading “Company of One” by Paul Jarvis. As the title suggests it offers a refreshing anti-growth perspective – I’ll post a review here when I’ve finished the book.

I did this, I did that, then I did this other thing, oh and did I ever tell you about…

While your life story may be fascinating to you and your family, remember to keep it relevant to what your business offers. Unless you’re Tristam Shandy (or Laurence Sterne) and can make it exceptionally entertaining stick to the point. Of course, if there are parts of your personal life that can create empathy between you and your potential clients then by all means put them in. For example, if you’re a life coach who helps people transform their lives then the story of your transformation is relevant. But keep it concise – your potential new client might be reading it on their phone and have a tired thumb.

Don’t be vanilla if you’re really raspberry ripple

Don’t be afraid to show some personality and make your about page interesting. If there’s something about your business that makes you stand out from your competitors weave it in. What are the values that your business holds dear, that makes it different? And how do you uphold these when dealing with your clients? If you’re unapologetically blunt then capture that. If you’re likely to curse during business meetings mention that too. For every potential client you put off you’ll attract a few who will want to work with you because of these supposed flaws. And they’re more likely to be clients you’ll enjoy working with because you can be true to yourself.  

The clichés are true

A picture tells a thousand words. People do business with people. A recent photograph of you and your colleagues is one of the most effective ways to put a human face on your business. But make sure that the words and pictures match up. If you wear jeans to work every day don’t put on a three-piece suit for the photograph. 

Now what?

Probably the most common mistake I see in about pages is that there is no call to action. Make sure to include an easy way for the person who has read it to get in contact, dial from the screen or make an appointment. If they’ve read to the end of your about section prompt them to take action while they’re there.

Plot twist

And if all of this sounds too much for you, well this article about what your website’s about page is really about was really about what I can do for you. In the words of a recent happy client: “I adore the about me page!! You really have me, it’s great!” If you’d like me to review or rewrite your about page, contact me here.

Now go ahead and calculate my we:you ratio – I dare you. 

*Edited - I got the name of Paul Jarvis's book wrong! Fixed it now, it's Company of One.