Your About page is really about your target audience—providing your prospects with information about you, demonstrating how you differ from all the other companies out there, speaking to their needs, and giving them a reason to reach out to you.
That said, it can be hard to craft an effective About page, and many businesses make the mistake of simply writing a dry business biography.Make your business stand out by following these steps:
Hook Them Right Away
Think of your About page as a story. If you begin reading a book and the story doesn’t grab you right away, what do you do? Put it aside, right? And reach for a different book? Your About page is the story of your company and its customers. You have to hook them right away, or they’ll stop reading and move on.
Figure out the most pressing question on your audience’s mind and start with that. Let your target audience know you understand its pain points and have solutions.
Make It Personal
Impersonal About pages do nothing to reel customers in. Make your About page personal by combining your story with what you have to offer (the benefits your target audience seeks from you).
Maybe, for example, you started your business because you experienced the same pain points as your target audience. Go ahead and share that. Keep it honest, though.
Establish Your Unique Style and Voice
Though there may be companies that offer similar products and services, your business is unique. This is the time to introduce your audience to your unique brand voice.
Are you fun, energetic, witty, or sentimental? What is your business’ flavor? Make sure it shines through.
Show Proof of Your Greatness
You think you’re great, but does anyone else? If you have reviews or testimonials to share, now is the time to do so. Go ahead and add your customers’ praise to your About page (with their permission of course).
Have endorsements from experts? Even better! Adding this type of proof gives your target audience a hint of what it can expect from you and encourages prospects to trust you enough to give your business a try.
Use the above tips to craft an effective About page. Then, come back and share the link with us!
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