How to nail your about page on your website
Your about page isn't about you? Say, WHAT?! But it is called the "about" page. When it comes to websites, crafting the perfect about page can be a challenge, but is a CRITICAL page within the site.
So I have called on the experts to help us understand websites, understand the role of the about page and how you can nail your about page to make it unique to your brand and reliable to your audience!
So today, let’s go through the power of your about page and what you can do to make the most out of your online space!
What is an about page?
Your about page is a space where you can inform and educate your audience all about you and your business. It is a very important aspect of your website it gives readers insight into who you are, what you can offer them, and how you can help them on their journey.
Bigcommerce.com gives an awesome example and explanation as to what an about page is. They mention that the text on your about page is a marketing tool in itself, which is SO true!
The content you put on your about page isn't just about you specifically; it is there to entice potential clients by giving them reasons as to why they need you and your abilities. So not only is it a space about your business and services, but it is also equally about your ideal client!
How can you plan out your about page?
Overall, the goal of your About page is to get people to your services page. You want to give them enough information about you and your business to show them why they need your services and guidance on their journey.
So, how can we structure our About page to do just that? We like to think of it as a sandwich!
Bread: about the client
Ingredients: about you
Bread: about the client
Bread: Connect with your ideal client and the problem they are facing. You can do this through your own experience or story. Prime them on how you can help them. This person understands what they are going through. "I know you are ready for [add your niche here]".
Meat or salad: Talk about you and your experience. Tell stories of yourself to your clients. That was me once, I was struggling as an entrepreneur until I started this [add the transformation here]. Share the success.
Bread: Sum it up and share why you created your offers then lead people to these offerings. They are primed to learn more about your services.
Then lastly, we like to make sure there is a call to action at the end of the About page to lead people to your services!
Things to include in your about page
Whether you are starting from scratch or just want to update your about page, here are some things you can include!
A catchy headline to capture attention, you want something that’s gonna grab a potential client’s eye! No wasting time over here!
Your unique viewpoints and what makes your business unique. Remember, you want to stand out from your competitors, so, what makes you special?
Add why people should trust you - this is your chance to show that you know what you’re doing and you have the right tools/experience to help them reach their goals.
Testimonials from your clients - This acts as proof that you can do what you claim to do, it also helps the potential client with trust
Fun facts about you and your business can also really help show your readers or potential clients what they will receive when they work with you. It’s awesome to have some fun amongst the logistics of the page!
This one is pretty self-explanatory but it’s also important to have a call to action at the bottom for the next steps your reader can follow.
How to write the origin story for your about page
Your origin story is one of the most powerful pieces of content you can have. Using this for your about page can do so much in telling your audience how you got started on your business journey and why you chose this path.
To include it on your about page, you don’t need to include the entire story but the most pivotal parts are a good place to start. If you need some guidance on how to craft this story, check out our Content Queen storytelling freebie here to get you started!
Once you have your origin story mapped out, then you can write! You’ll probably have more information than what you can fit on your about page, but that’s okay. The long story can be used in a blog and referred to on your about page as a link!
But on your page, keep it concise.
FAQs
Here are some quick-fire questions to answer some common questions about your About pages!
Would it feature the content we do?
This is more for the homepage. You want your about page to go to your services next.
Do I need to have a goal for my about page?
Yes! What page is it going to reflect next? What service?
Do I add images?
Of course, an image of you as the founder or your team.
What about our values?
Incorporate it into your content. You don’t have to label your values but write them into your story
Final thoughts
The about page on your website isn't just about you, it is about your audience as well. It is about how you can help them and why they need your services to get them to reach their goals.
The about page works like a hierarchy and needs to link to another area of your website, that is how you get people moving around your page, build up trust and inform them along the way!
If you don’t know where to start, get that origin story down and work from there! You can do all of this with Content Queen’s storytelling freebie, it’s the easiest way to get started, so click here and download it now!
