How To Write An Effective About Page For Your Website Or Blog

What are the main reasons for having an About page on your website? Is it:
• You can finally Google yourself and see something worthwhile
• Your mum will be so proud to see your name on the interweb
• Finally, you can talk about you, you, you!
• You can make a real connection with your customers that builds loyalty, trust and credibility.
Ok, so you’ve probably figured the last reason is the one that will help you grow your business and not just your ego. There are good reasons why the About page is usually the most visited page on a small business website after the home page.
And understanding those reasons will help you write a killer About page for your site.
1. Build emotional connection: make you the advantage
When you can associate a product with a real person you can relate to, you are more likely to remember it and want it. It gives more pleasure than buying from a faceless corporation.
A real advantage of being a small-medium business is that it’s personal.
In fact, many large corporations wish they had your advantage: they’re spending millions on trying to humanise their image. Think of all those ads which focus on the “real people” behind a product. They’re all trying to build that emotional connection.
Tip: Emphasise the fact that you are your business by putting a name and face to your message. Turn it into an advantage by telling your story.
2. Build trust
People want to know who they’re buying from, and they need to trust them. Big companies have a different kind of trust – we know them from their prime time advertising or their established brands.
You can build trust by showing in your About page that you are 100% behind your business. Show your customers you are there for them – personally, passionately.
Tip: In your About page, write genuinely about your passion and commitment to your business and your customers.
3. Build credibility
Your About page is your chance to clearly articulate what you can offer – your expertise, your background, your story.
Remember to continually tie your expertise back to how you can help your customer. This isn’t a CV, it’s a compelling argument of how you can solve your customers’ problems. A really effective About page isn’t actually about you at all – it’s about your customers.
TIP: Clearly show how every claim, story or credential can help your customers solve their problems or meet their needs.
4. Create action
Once you have your reader’s genuine interest in you and your products, use it to make a call to action. Use the momentum!
Tip: Give a clear call to action at the bottom of your About page, be it to subscribe, buy or contact – and make it quick and easy.
As a marketer I know that good copywriting plays an important part in an effective sales and marketing strategy. It’s not just about punchy words. It’s about engaging with people and building relationships that are mutually beneficial. And as a professional copywriter, this is what I can help you create.