Your About page is typically the second most visited page on your website. Unfortunately, many professionals and entrepreneurs struggle to write a great About page. Even product-based businesses need an About page that describes the roots of the company and the reason for being. No matter what kind of business you operate, you can follow a basic formula to write a better About page.
First, your About page should feature the best features and qualification of your business. Why do you perform your services or sell your products? What was your best moment in business? Did you have a turning point that put you on the path to success that you're on today? We'll call those your highlights. Create a list of those company highlights that you want your customers and clients to know. The list can be as long as you want. You can pare it down as you write the content for the page and you can even create a timeline if it gets too long.
Second, the About page should also describe (highlight) you as the founder, owner, or chief of your company and describe the things that set you apart and make you qualified to run the company. Did you go to school for 12 years to gain a certification to run this business? Did you create a product solve a problem in your own life that will help other moms/artists/brides/business owners? Did you become fearless swimming with sharks? What makes you unique? Create a list of highlights similar to the one that you created for your company
Finally, your About page should also be just as much about your customers and clients as it is about you. What will your company do for them? How will your products make their life easier? How are you working every day to improve the lives of your customers and clients? How does your company act ethically or in a way that is truly in line with their values? Create a list of customer highlights as well.
Use your three lists to write the copy for your pages. Create a section about the company and a section about the founder or founders. Use the customer highlights throughout both sections. As you write the copy, use active voice and try to use 'you' instead of 'I' or 'we' in your copy. The page is about you and your company, so it's ok to use 'we' sometimes. However, 'You gain' rather than 'We provide' will go a long way with your clients.
You can employ these methods on every page of your website, even the Home page. Your potential clients and customers want to know what makes you different from the competition and what's in it for them. If you provide that information, they'll stick around to learn more.
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