How to Write Effective “About” Pages that Attract and Intrigue Create Customers

Your “About Us” page is the doors and windows to your virtual storefront.

Are you effectively using your virtual storefront in a manner that gets “your story” in front of current and potential customers? If you have skipped the “about me” or about us” page or worst, cut and pasted a resume into the designated spot, you are definitely missing out on a big opportunity to brand your business or create relationships. It is also a chance for you to tell your story to people who might want to partner with you in the future. The “About Me/Us” is often the highest-ranking page for a website because over 80% of all website visitors look at and read the “about page”. This page is a great opportunity to establish credibility an authority while expressing your personality.

Here are a few tips steps and strategies to create a great “About Me/Us” page.

  1. Provide a picture of yourself and/or team. While some people skip this part, make sure that you don’t because people want to connect a face to your business. Remember the biggest driver of business is the concept of relationship.

 

  1. Organize your information in a logical order. People hate being confused so it makes sense to organize your information in a way that makes it easier for you to write and easier for your audience to read and digest. You could divide your information via subheadings, submenus or even a flowing conversational style that includes the following data:
  • About the company
  • Vision/Mission of the company
  • History of the company
  • About Me/About Us
  • Why choose to work with Me/Us

 

  1. Write your story in your unique voice.
  • This is the place to share your personality and voice. When you’re writing your “about you” page don’t edit the first time around. Just write from the heart. Make it personal. Share your story and use your voice. If you’re sarcastic then be sarcastic. If you’re sentimental then be share what means the most to you. Write your page in first-person, from your perspective. For example, “I have always believed everyone has a story.” Start your story with what would most interest your reader. Hint, it’s probably not your work experience. Tell them something that benefits them. For example, if you’re the owner of a health and fitness business you might tell them that you used to be overweight.
  • Tell your story. Editors and agents call this your elevator pitch. It is as easy as answering the questions your English teacher told you to answer for an effective paper: Who, what, when, where, how and why. In a paragraph or less,- what is your story? How did you get where you are? Why did you choose to become a business owner? What do you have to offer? What makes you unique? That sounds like a lot to fit into a paragraph or two, right?
  • Tell the reader who you are. Your clients and potential clients want to know exactly who you are. Let them know. The trick is to tell them while remembering who you are talking to. Knowing who your target audience is will help you tell the story about you. You may be asking the question, “why am I talking about myself instead of the business”. The truth is, you are your business!
  • Tell the reader what you do. Be clear about what exactly it is that your business does for its clients and customers. Remember that they don’t really want to hear that you sell widgets they want to know what the widgets do for them. What problem do they solve? Answer that.
  • Tell the reader why you do what you do. Part of your reason why is to solve the problems that your clients have. But there is more to it than that. It can be very personal to you about why you decided to offer your products or services to others.
  • Tell the reader when you started doing it. By giving the details about when you started doing what you do, you will eventually establish your longevity, but even if you just started, it’s good to share where you are in your journey with your readers.
  • Tell the reader where you are. It’s perfectly fine to mention your locality. Even if you serve people all over the world, be proud of where you are now and talk about it. Part of what makes your business what it is is where you came from.
  • Tell the reader how you solve their problems. Customers want to know what’s in it for them and you’re about page is a perfect place to tell them. After all, to the client, it’s all about them, including when it’s about you. Share with your reader how you’ve helped people and what benefit you have to offer. For example, you may say that you’ve been able to personally help more than 200 people lose weight and keep it off.

 

  1. A call to action. What do you want people to do after they have read your “About Me/Us” page? You should always have a purpose and a call to action that supports your purpose on every web page, including the “about” page. You should consider doing the following:
  • Offer a free report, template, worksheet, etc.
  • Include a contact form or information. This lets your reader know that you’re invested in them and interested in what they have to say.
  • Invite them to sign up for your email list.
  • Share a website page with them to get them deeper into your site.
  • Provide social networking page links so that your readers can stay in touch with you. This enables you to connect with your reader in other ways. It helps you build your community and audience.
  • Provide a link to a separate resume or bio. This way you don’t have to include every detail of your resume or experience on your “about page”.
  • Include a few short testimonials or endorsements if they support your achievements.

Writing your “About” page requires time and thought, so you should set it aside for a while once you have written the initial draft. Some time away will help you to think of other things you want to add to it. Simply jot down your new ideas and when you return to your content you will be able to review what you have already with fresh eyes. You should look for better, more concise ways to say things. Revise, edit, polish and then publish your “about me” page with pride.

One of the awesome things about having a great “About Me/Us” page, you can use the information that you have to provide to create many other marketing materials. The information can be in the form of a brochure, and some of the information can be expanded to be included in various blog posts, articles, and social media updates. You can expand your brand in a consistent manner across all marketing channels as you develop your branding narrative.

Enjoy the process and resist the urge to only publish perfection. Remember the edit button allows you to make continual edits. I look forward to reading all about you!