Tuesday 07 January, 2014
Writing your website’s About page seems like a no brainer, but it’s actually quite a brainer. Pretty much every website has an About page and your analytics will usually tell you that it’s the most visited page on your site. It’s especially important if you’re selling online. People will check out your About page to see what you’re all about.
Who’s Reading Your About Page?
Try to consider visitors and what questions they’ll be asking. Identify different categories of visitors. For example, there are tire kickers who are checking out your site for the first time and want to know more about you. There are others who are already regular visitors but want more information. You may have customers, clients or potential business partners checking out your About page.
A good way to start thinking about what to say is to ask the 5 Wh’s and 1 H – who, what, when, why, where and how – and how they relate to your business. Consider each of the above groups and try to anticipate the questions they’ll be asking in their minds. You should write an About page that addresses the questions of all groups and answers them satisfactorily.
About You or About Them?
The tricky thing about writing an About page is that it’s not actually about you. I know that seems to go against common sense, but actually the About page is about the visitor. It’s about their concerns, questions and so on. It explains the benefits of dealing with your website instead of somebody else’s. It sets their mind at ease about doing business with you.
Short and Sweet
Once you brainstorm questions and answer them, you’ll probably have a monstrous outline that explains every tiny detail about what it is you do. Unfortunately, a good About page is short and sweet. You’ll have to pare this Great American Novel down to something that can be skimmed or read quickly.
You can take all of this excess information and create a frequently asked questions page, and you can even link to it on your About page, saying something like, ‘To learn more about our shipping policies, click here.’
Your Company’s Values
If you start looking at About pages, you’ll see a common thread. They all talk about their values, mission and company culture. The About page is the perfect place for conveying this to your audience. While it doesn’t answer specific questions, it does answer more general ones like, ‘Is this a company I want to do business with?’ or ‘Are these my people?’
The Tone of Your About Page
Usually, an About page should be written in a friendly, conversational tone. For some niches, you may want to make it more formal and authoritative. Examples of niches like these would be medical, financial or legal.
Finally, your About page is a good place to put social proof such as testimonials, reviews and awards you’ve won. Your social proof will win over the tire kickers and may lead to more sales.