Your about page is one of the most important pages on your website. Chances are your visitors landed on your site and they’re looking for more information about your business.
Your about page is a great way to make a connection, yet sadly a lot of business owners end up squandering this opportunity. Yet, it’s understandable, writing about yourself can be difficult.
In order to reduce some of that resistance you might feel towards writing your about page we’ve compiled some of the best tips for helping you create a valuable about page that actually connects with your customers.
1. Understand Your Customer
Your about page needs to be written for your customer. It should be written as if you’re speaking to a customer and answering the questions:
- What do you do?
- Are you really the best?
- How did you get started?
- What makes you unique?
One important point here is to not just talk about yourself. Your about page should be oriented towards your reader. Ask yourself what kind of feeling you want your reader to be left with once they finish reading your page.
2. Connect Via Beliefs and Emotion
Using logic and facts will never help you connect with anyone. The better method is to connect on the level of beliefs and emotion. For example, what do you stand for? What kind of person are you? What core tenets is your business based upon?
Make sure you communicate these core values clearly. We tend to buy and associate with brands and companies who we share the same core beliefs with. Why do you think so many clothing companies position themselves as lifestyle brands? Rather than just another clothing company.
3. Bring in Your History
We all have a story to tell. Chances are, you probably have a unique story about how you founded your company, or why you decided to go into business. It’s your time to share it.
People love to connect and bond over stories. For example, you’re probably not in the online marketing space, but the company Moz has an incredibly unique about page that showcases their humble beginnings and hurdles they had to overcome along the way.
4. Tie Your Experience Into Your Value
Now that you’ve primed your customers with your values, your story, and actually know who you’re writing to it’s time to clarify why you’re the best. This is where you can highlight how your unique experiences have led you to become the best option in your space.
Ask yourself what explicit value you’re adding to your customer’s lives and speak to this in a clear and concise manner.
5. Include Social Proof
Trust isn’t something you can just give away. It needs to be earned. However, there are a few tricks you can use to get your readers to trust you, without being all that familiar with you.
One of the most effective is called social proof. Let’s face it, bragging about yourself isn’t very effective. But, having other people brag for you? That’s a total win.
If you have any social media accounts with higher numbers of followers, then you can showcase that here. Or, you can even bundle in customer testimonials to let them speak about the value of your services for you.
6. Give Them a Way to Get in Touch
Once you’ve got them hooked on your about page you’ll want to offer them a way to get in touch with you. This can either be by joining your email list, filling out a contact form, or even picking up the phone and giving you a call.
The last thing you want to do is leave your readers hanging. If you’ve enticed them enough with your story they’ll be much more ready to take action.
Hopefully, the tips above will help to transform your existing about page into something that engages your customers and actually makes them want to work with you.
If you’re looking for a Jacksonville digital marketing agency to help transform your online presence, then get in touch with our team today.
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