Five key elements of an About page

People do business with people,  so show your face.

As a rule, we Kiwis are a modest bunch and often shy away from talking about ourselves. An admirable trait, maybe, but it can hold us back.

I recall a friend once saying that writing a biography on his Linkedin profile was like “showing off.” How ridiculous is that?

Think about it: If you were about to spend serious money on a business’ products or services, wouldn’t you want to know a bit about them?

We live in a virtual world with endless opportunities. However, as it is now so easy to set up a website and call yourself a “business,” cynicism is a major hurdle for businesses to overcome.

This is why, as a freelance writer, I tell clients that their About page is, perhaps, their most important page.

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So what does a freelance writer include in an About page? To follow are five key elements:

The human element

I’m sure you already know that people do business with people. For this reason it’s important to show the human face of your business. As the saying goes, “A picture paints a thousand words,” so an easy way to humanise your business is to include good-quality photos of you and your staff. Don’t make the mistake of using stock photography, though; this looks fake; show your face just as you would in the real world. If you feel you’re not photogenic enough, a professional photographer will capture you at your best.

Along with photos, you can include a brief biography of the key players in your organisation. This could include their qualifications, previous work history and a bit about what they do outside of work. All of these things give your prospects real people to relate to.

Tell your story

Storytelling is a great vehicle for communicating your purpose, values and points of difference in a non-salesy way. It enables prospects to make an emotional connection; to put themselves in your shoes.

So, why not tell a story about why you started in business, what challenges you faced, what milestones you’ve achieved along the way and what your plans are for the future?

Focus on your customers

Always keep your customers in mind. Your business’ story and staff profiles should focus on what you can do for your customers.  So, rather than just writing: “We have been a member of the Best Business Association for five years.” Write something like: “We have been a member of the Best Business Association for five years. To be a member of this association, we must continually up skill and demonstrate that we meet the highest industry standards.  So you can rest assured that you will always receive the most professional service.”

Give them proof

Okay, you’ve created a wonderful story about your business, but you need to back it up with proof. Anything you have that demonstrates that you can deliver the goods should be put on your About page. Why not include testimonials?  Personally, instead of putting all my testimonials on a “Testimonial page,” I spread them throughout all of my pages. Also, if you are a member of a respected organisation within your industry, show their logo.

Call to action

Though your About page is not about “hard sell,” that doesn’t mean you shouldn’t have a call to action. Make sure that at the end of the page you include a call to action that encapsulates the benefits you offer with contact details.

What do you think? I would appreciate your comments.

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