After the Home page on your website, the About page is the next most important. This is where you can add depth to your brand, differentiate yourself from your competitors, and fill the gaps in the user journey.
So many companies still speak in that monotonous tone full of business jargon that bores and excites no one. Instead of trying to engage the reader, they hide behind technical terms thinking it will make them look more credible and professional.
Big mistake!
A good About Us page should humanise your business. It shows who you and your key people are and communicates the quality, character and values of your business. It explains what’s unique about you. By showing your website visitors who you are and what you stand for, you’ll give them the confidence that you can solve their problem.
The services we provide at Sweet Orange for instance aren’t unique. We’re in the company of many other copywriters plus a bunch of brand, website and digital marketing companies that also include copywriting as a key service. However, clients choose to work with us because we can prove that we’re amongst the best in business and deliver on our core values.
Sweet Orange is:
Ethical – the truth is held high, and we don’t overpromise or underdeliver
Responsible – when we say “yes” to something, we come to the party
Passionate – we love what we do and who we do it for
Timely – we deliver fast, urgency is no problem and deadlines are respected
Transparent – we are responsive, communicate clearly and we’re never MIA
Quality – Or standards are high, we’re sticklers for detail and never cut corners
Our Top Tips for a Better About page
Take some time and give your About page a proper look over. Are your value proposition and unique selling proposition crystal clear? Does it truly connect with the reader? If you’re unsure, you can use the following tips to make it better.
Show your face
An About page should help readers get to know the people behind the brand, not just the products or services you offer. If it fits your brand, consider including a great, candid team photo. Working with a professional photographer for these shots can make a significant difference—they’re worth their weight in gold. Include engaging bios for your key team members. I have a Q&A guide for crafting these that I’d be happy to share – Just ask! Authenticity is crucial in marketing, so don’t shy away from showing who you really are.
Keep it customer centric
Yes, this is the page where you write about you and your business, but it should still relate to your ideal clients and answer the question: “How can you help them?” Even though this is the place to show yourself and tell your story, the About page should be as customer-centred as the rest of your website. More about that here.
Cut the fluff
The About page is not the place to advertise self-proclaimed greatness. If it’s all marketing waffle and no actual ‘About’ info, you’ve got it all wrong. Don’t clutter it with words like visionary, world class, innovative, excellence etc. Your ideal client wants to see measurable and tangible reasons why they should choose your over another provider.
Show tangible results
If you say: “We do things differently”, show them how you do it, then back it up with testimonials and reviews. Social proof is important, because people are influenced by the actions and opinions of others, especially those in similar situations. You can also include logos of clients, partners and associations, numbers and statistics, and links to your portfolio and case studies.
Keep it up to date
Review the text and photos on your About page periodically and change it up as your business grows and changes. Fresh, relevant and well-crafted content helps Google understand the topical relevance of your site and provides value to users at the same time. If you forget about your website, so will Google. Potential customers will go elsewhere if they think your website content has gone stale.
I know, writing about yourself is not easy. If you say too much about yourself it won’t look professional and if you say too little, you won’t engage the reader. You also don’t want to end up sounding full of yourself or too modest. It can be tough to find a relevant differentiating point.
A good copywriter can help you clearly explain what it is you and your business stands for and present it in the most persuasive way possible. If you understand the value of professional copywriting and are looking for someone who’s experienced, effective and located in New Zealand, give me a call.
~ by Martine Pierhagen, senior copywriter and founder of Sweet Orange
Again, with huge thanks to all the amazing photographers that share their work to use for free by all on unsplash.com