About pages are often neglected, as they’re typically something that was hastily written when your website first went live. It’s not particularly common for a business to revisit an About page, aside from perhaps updating a team profile or adding a new picture of a team member.
A typical about page will have a few paragraphs about what a business does. It’ll be full of “we” or “I”, with the business talking about themselves. There might be photos and short profiles of team members, but that’s about it for the page.
When you realise that an About page is typically the 2nd most visited page on a business website, it seems crazy that they end up so neglected.
When someone visits your website, they’re looking for help with a problem that they’re suffering from. The particular problem will vary depending on the type of products or services that you offer. Your visitor could have a bad back, a broken computer or a space that is perfect for a new house plant.
The content on your website, including on your About page, should be written with your potential customers in mind.
One of the first questions that someone will have when they reach your website is if they’re in the right place. They need to understand your products or services and know that they’ve reached somewhere that can potentially help them with their problem.
If your About page is currently a short synopsis of your company, full of “I” or “we”, you should consider updating it to something with a customer first approach.
A top tip is to start by talking about a common problem that your customers suffer from at the start of your About page. You can talk about why you want to help your customers solve this problem. You can also talk about the benefits of your products or services and how they help your customers to achieve the solution to their problem.
Taking this approach helps your visitors to understand your business and feel an instant connection. That connection is what helps someone to move from being a visitor into a customer.
You can still have information about yourself and your team members. That’s a great idea to have, especially with photos, as it adds an element of humanity and trust to your brand.
Removing “we” and “I” from your About page will help your visitors to feel included. They can better understand your business and how you may be able to help them.
Finally, it’s worth pointing out that a great About page will help you to stand out from your competition. If they’ve all got a boring page that doesn’t offer anything to their visitors, imagine how refreshing your new About page will be to your visitors?
If you’d like to talk further on how you can update your About page, please book a free call with me here. We offer copywriting services and we can help you to craft a powerful new About page that focuses on your customers.
To your success,
Tri Lastiko
SAB
P.S. LET'S TALK. You can book a call at a time and date that suits you on my calendar here. Book a meeting with me.
