Your about page is one of the most important pages on your website for many reasons. Mainly, because it gives your visitors the opportunity to find out more about you and your business and equally, gives you a chance to introduce yourself and explain what kind of business you can offer potential clients.
However, despite your about page being so important, many people find it one of the hardest pages to write on their website. After all, most of us don’t enjoy writing about ourselves!
What To Include On Your About Page
There are three main elements of a great about page – facts, trust and audience.
As the name would suggest, your about page should primarily be about you! For that reason, don’t just repeat what’s written on your home page. Instead, think of your about page like your resume. You want to toot your own horn and show the benefits of your business to clients without sounding like you’re pushy or bragging.
One easy way to get those all-important facts onto your about page is through a biography or a fun fact list. Some things you could include are:
- Your Age
- Whether You Have Children
- Places You Have Lived
- Any Pets You Have
- Things You Love
- Things You Hate
- Places You Have Travelled
- Places You Would Like To Go In The Future
Another way to add some factual information about your business to your about page is by using an FAQ page. Not only does this give your visitors answers to all their most pressing questions, but is also great for future enquiries. After all, when you next get an enquiry that asks one of your most common questions, you can send a link to all
For many people, a deciding factor in whether they will choose to work with, book or purchase from a company is down to if they feel they can trust them. You want to encourage a feeling of trust from your potential clientele. One easy way to do this is by being fairly transparent on your about page. You want your visitors to feel like they can get a sense of who you are, your past experience and what drives you through your writing.
A really easy and simple way of building trust with your visitors is by using testimonials. Testimonials really do speak louder than words and nothing gives potential customers peace of mind more than hearing how other customers have felt and experienced your business.
Equally, you could give a feeling of trust to customers by adding your contact information to the bottom of your about page. Therefore, effectively saying, “come speak to me, I am a real person after all!”. This is also a great opportunity for you to build real, lasting relationships with your future clientele.
One really important factor to consider when writing your about page is your audience. Who you are writing for will make a big impact in what your “voice” sounds like in your writing.
For example, if you specialise in corporate portraits and headshots then your audience will be corporate workers, companies and other business people. Therefore, your writing “voice” should sound quite formal, well-informed and corporate.
On the other hand, if you are a family portrait photographer your audience will most likely be parents or even grandparents. Therefore your writing voice should sound more informal and relaxed in order to put your visitors at ease.
The main thing to take away from your about page is that it should represent you and your business accurately. All visitors really want to know is who you are, why you do what you do and if they think they could get along with you as a person. Also, they quite like to know what you look like, so don’t forget to put a picture of yourself on!