Writing the about content for your website can be hard. Let’s start by thinking about why you would want to go to someone’s else’s about page. Is it to learn more about the history of their company? Is it because you want to make sure you can trust them? I’ve always heard that people buy from you when they know, like, and trust you and your brand. Anytime I’ve bought something from someone it’s either because I’ve wanted to support their business or the product is going to solve a problem for me.
If people buy from you when they know, like, and trust you how can you write your about section in a way that facilitates that? Start it off by sharing why you do what you do. What makes you excited to get out of bed in the morning and work your business? People don’t buy what you do. They buy why you do it. Chances are, you provide a service or product that someone can probably get somewhere else. There’s always going to be competition, but if someone likes, knows, and trust you and your brand they’re always going to go with you.
Share Your Why
Understanding the problem you solve and who your target audience is, is critical in writing a stellar about me page. Who is the client or reader? What kind of problems are they facing? What makes you excited to solve the problem for them? What experiences do you have in solving this problem? Share briefly about why you started your business and why you’re excited to help solve a problem for them. This is what’s going to help them know, like, and trust you more!
What to Share/What Not to Share
Sharing your story is important, but it’s also important to respect their time and get to the point. This might sound harsh, but no one reads websites anymore, they scan them. They’re simply looking to see if they’ll like you, if you have what it takes to solve their problem, and what the next step is to work with you or make a purchase. When it comes to writing your story, think outside the box. What specific parts of your story will help them like, know and trust you? I know I keep repeating this, but everything in this section needs to point back to those 3 things. If it doesn’t, you may not need to include it. They don’t need the entire history of your company or you’re entire life story. It doesn’t have to be very long, the most successful about pages explain this in 3-4 paragraphs or even less. Some people may want to read your entire life’s story. If you want to include this, you can simply include a link on where they can read it more in depth.
Make it Clear and Concise
The about page isn’t just about sharing a story, it’s about encouraging the reader to take action. Once you’ve shared your why and what qualifies you to solve the problem, it’s time to follow up with a call to action. If the next steps to getting started aren't listed on your home page, or in the header, use the next section to share that. Do they need to request a quote? Do they need to visit your shop? What’s the next step you want them to take? Be clear in your call to action, this will help you increase sales and decrease confusion for your reader and future client or customer!
Bonus Points: Include a Video
I have a client that hired a videographer to make a video that explains what they do and why they do it. She hears from customers all the time that browsed other sites that provide the exact same thing, but they ultimately end up working with her because the website helped them get to know her and her family. The website is easy to navigate, explains the next steps, and includes a video that helped attach a face and story to the brand name! If you don’t have the budget to hire a videographer, you can always use your phone to record a video.
Start by making a list of points that you want to share that will help them know, like, and trust you. Jot down some ideas and then prioritize the order in which you want to share them. Narrow down the topics for each paragraph and just start writing. This is your business and you get to decide how you want to represent yourself. How much are you willing to share? What information is really going to drive your story home? Brainstorm ideas, prioritize them, and start writing!