Your website’s About page is one of the most important pieces of content you’ll ever publish. It’s an opportunity to tell your story, build trust and connect with your audience on a human level. And yet, so many businesses fail to take advantage of this blaring opportunity. If you need help figuring out where to start, don’t worry. Let’s dive into how to write an About page that captivates your audience.
What is an About Page?
In the simplest terms, it’s a page on your website that explains what your business does, what sets you apart from the competition, and what you and your brand care about. It’s not just a simple bio. This is where your prospects can get to know you and decide whether or not they want to do business with you. So treat it as important as it is.
I know it’s hard to write about yourself, so read on for some tips on how to write an About page.
Tell Your Story
Every brand has a story, so don’t be afraid to share yours. What led you to start your company? What are some of the challenges you’ve faced along the way? Sharing this information in a good storytelling format helps humanize your brand and allows visitors to connect with you on a personal level.
History of the brand
Your brand’s history is how it came to be. It encompasses the people, the events, and the circumstances that led to its formation. Most brands start with a problem that needs solving – a gap in the market. What’s yours?
A brand’s history can be a powerful marketing tool. It can humanize your company, give it personality, and make it more relatable to your audience. When used effectively, your history can help you build trust with potential customers and create a sense of loyalty among existing ones.
To create an effective history for your brand, start by answering these four questions:
– Who founded the company and when?
– What were their motivations for starting it?
– What challenges did they face along the way?
– How did they overcome any challenges?
Give Your Mission Statement
A mission statement briefly describes a brand’s purpose, what they do and why they do it. This statement is usually a maximum of a few sentences long, and it should be clear, concise and easy for customers to understand.
A great mission statement will capture the essence of a brand and help customers connect with their products or services. A good mission statement will also help employees stay focused on the company’s goals and objectives.
If you’re not sure where to start, here are some tips for writing a strong mission statement:
– Keep it short and sweet. Get to the point and make your mission statement easy to understand.
– Be specific: A vague or general mission statement won’t be very helpful for customers or employees. Be specific about what your company does and why you do it.
– Think about your audience: Who are you trying to reach with your mission statement? Keep them in mind when you’re writing, and make sure your statement speaks to them directly.
– Use strong language: Use powerful words that capture the essence of your brand. Avoid jargon or industry buzzwords, and focus on communicating your message clearly.
Layout Your Core Values
Once you set the core values for your brand, they should guide everything you do, from the products you sell to how you treat your customers and who you hire to work with you. Include them on your About page so visitors know what they can expect from doing business with you. If you haven’t nailed down your company’s core values, read this guide from Indeed and do it before you include it on your About page.
Explain What Makes Your Products Different and How They Solve a Problem
Here’s your chance to show why you’re in business in the first place. Are your products like everyone else? No, they shouldn’t be and for a reason. Give your reason here and make sure it’s focused on how you serve and help your customers.
Think about:
– Is your interior designer service or home decor specific to a certain styles?
– Is your customer service above the rest?
– Is your price point lower or more luxurious than competitors?
– Is your product more eco-friendly, more comfortable, or designed in a certain, special way?
Somehow you’re solving something needed by your prospects. Tell them about it!
Give A Meet and Greet To Your Team
If you’re a solo entrepreneur, your About page will just be about you. If you have a firm, a team or an entire company, you’ll want to put your team member bios on your About page or at least brief introductions that link off to a bio for each member. Introducing prospects to the people behind your brand helps humanize your brand
Include photos and brief descriptions of each team member’s role at your company. This helps visitors put a face to the name and build trust with your team. Mention what they do at the company and why they’re passionate about the interior design/home decor business. Remember to include some personal fun facts, such as what they do in their spare time, a favorite hobby or a special secret skill! This is a place to show your personality and creativity!
List Your Accolades and Awards
Accolades and awards are a great way to build credibility for your brand. Be sure to include any awards or distinctions you’ve received on your About page. This will show visitors that others recognize and value about what you do. Also, don’t forget to link to any external reviews or testimonials you have. These can be from publications, media outlets or happy customers.
Show Your Media Coverage
Press mentions are another great way to build credibility for your brand. If you’ve been featured in any mainstream publications or news outlets, be sure to include those mentions on your About page. This will show visitors that others recognize and value what you do.
Give Some Social Proof
Social proof is another important element of any good About page. Testimonials from happy customers carry a lot of weight, but including other forms of social proof can be just as effective. If you have any data that backs up your claims (like customer satisfaction rates or annual growth figures), be sure to include it here. This will help prospects believe you when you say you’re the best at what you do.
Prompt Action with a Call to Action (CTA)
Lastly, don’t forget to include a call to action (CTAs) on your About page! Whether it’s urging visitors to browse your product catalog, sign up for your newsletter, read your blog, or make an appointment to meet with you, make sure you prompt your prospect to the next step you want them to take.
