Be honest now, how long did you spend writing the About Page for your website?
An hour? Two? Not even that?
The About page is one of the first pages a new user will visit when they get to your site. It’s where they learn who they’re listening to, find out what’s in it for them, and make their all important first impression.
You need to spend time on your About page. It’s really important.
Let’s walk through what should be on your about page.
You’re a human, not a machine!
You need to engage with your audience. They’re on your site for a reason, and generally that reason is a) what you’re talking about, or b) what you’re selling.
You are the defining factor. And the last time I checked… you’re human, not a machine. So why does your about page sound like the generic description of a kitchen appliance?
Throughout your About Page you must use your personality. Talk as though you’re talking to a friend, tell jokes, be sincere, be engaging. Talk like you’re trying to take your audience out on a second date.
Once upon a time…
… there was a girl, fresh from university, with bright eyes and a thirst for business. For months she trawled to the ends of job applications, hoping to find her place in the dark and misty world of web design. One day, she happened upon the job of Junior Web Developer, and (armed with a Macbook Pro) began her long quest of making websites for the most courageous of people – the creative entrepreneurs.
One of the most engaging copy writing or marketing tactics is to include stories in your copy. I really had you going with that snippet, right? You were with me, walking through Mordor-like hills and battling beastly Web 2.0 demons.
I’m not saying your stories need to be totally in the style of the Grimms, but have fun with them, eh?
Recounting stories of how you’ve worked with past clients, your experience in your profession, or your own endeavours really helps your reader connect with you. It gives them a much needed window into your world, and helps you stand out from your peers.
Who the hell are you?
At some point on your About Page you’re going to have to go into a little more detail about who you are, where you came from, and what you actually do. You can mix some of this in with the other copy, or create a separate area for that information.
Having already explained that I’m a web designer, and told my reader how I got there & what I can do for them, I tell them a few more bits about me towards the end of my about page…
I’m based in Huddersfield, UK, but don’t let that put you off – we still have the internet in Yorkshire. I live with 2 crazy cats, 1 hyper golden retriever and 1 astrophysicist. I design and make things under the name of Finest Imaginary, which I work on 50/50 with Kim Lawler Creative (or, you know, sometimes 80/20, or 100/100 when I’m stupid).
I prefer whisky to vodka, have a serious relationship with gherkins, and leave a trail of shoes around my house.
Nothing too in depth, pretty brief, but it gives my reader a little more of a connection with me. Who doesn’t leave their shoes around the house?
Take them behind the curtain
Depending on your type of business it can be cool to show a little “behind the scenes” on your about page – photos of your studio, an idea of where you create your magic, maybe even a brief “day in the life”. Take the reader on a bit of a journey into how your business looks outside of your pristine website.
On my Finest Imaginary About Page, I often swap out photos from my making desk, showing half-finished pieces and a peek at how my jewellery comes together. These photos are often the ones that end up being used in publications (they’re pretty interesting!).
Now What?
Don’t forget your calls to action! After reading your About Page you need to direct your reader to what you want them to do – is that visit your contact page? Your social media links? Sign up to your newsletter? Make sure you’re pointing them in the right direction!
So go, rework your stale copy, make your About Page fun to read, and connect with your audience!
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