Your About page is one of the most important pages on your site. If you are wondering why that is, it’s because, as the old adage says, people buy from people they know, like and trust. Your About page is one of the key ways you can start to bond and engage with your soon-to-be customers. It gives them an insight into who you are and what your brand stands for. It’s the bridge between you the person and your products.
Your About page should tell people why you are the person to buy from. This is as hugely important when you are building a new store as you need to really instill trust in the people who are buying from you.
About pages are particularly important for small businesses and vital for people who make and sell items or people providing services. It’s one opportunity we have to really stand out and to set ourselves apart from resellers. It also helps soon-to-be-customers really understand the process that goes on in making your products and helps to justify your pricing level and reassure customers that they are making the right choice
An About page needn’t be long and complicated. There’s no set format but it does have to be in a manner that resonates with your target market. You can use video, text and photos in your About page to tell your story.
What Makes a Good About Page
So what makes a good About page? Well, here’s the thing. A great About page isn’t about us, the brand. It’s about the customer – it’s always about the customer. And this is where a lot of people go wrong. They write about themselves from their own viewpoint – not thinking about what the customer wants and needs to know. Yes, we are writing about us, but always from the viewpoint of how we serve and the value we bring our customers.
If I was to write an About page simply talking about ME, what I do, how I do it, where I do it etc the customer’s likely to think ‘so what’ and won’t have learned anything from the page. However, if I approach exactly the same subjects but explain what that means for the customer, they are going to be so much more interested and it is going to resonate with them, in a way that can’t be achieved if I was to write just thinking from my own viewpoint.
We’re telling the customer the benefit to them (and this is a rule that applies in every bit of copy we write, don’t just list features, be sure to tell or show the benefits – why it matters to the customer).
Many people fear writing their About page as they feel they write well, that they don’t come over well in the written word. And this is more often than not completely unfounded. Your About page is one place where your voice should shine and your personality comes through loud and proud (as long as it resonates with your target market, of course). While grammatical mistakes and spelling errors should be avoided, writing in a style which is true to you will allow your true voice to shine, and if you are concerned about grammar and spelling, get someone else to read through what you have written.
What To Include In An About Page
There’s no one way to write an About page. What is right for you won’t be right for someone else, however there are some key features that every About page should include:
Who are you? In the first paragraph, you should introduce yourself and your brand. Write your name as you want people to remember and search for it and the same with your brand. Include a photo of you – a great headshot photo is worth having as you can use this in places like your About page as well as social media so people get used to seeing the same face and start to get to know you.
- What do you do? But from the point of view of the customer.
- Your brand values – this is important for building your brand and for demonstrating to your target market the fact that your values match theirs.
- Your story – how did you get to where you are now, what are your aspirations for your business in the future?
- Interesting facts – don’t be afraid to add interesting facts, this could be funny and amusing as well as more serious facts. A list is a good way to present these.
- Where else people can find you – whether you sell in other physical outlets or links to your social media – letting people know where else to find you is something important to feature clearly.
- Credentials/Testimonials – if you have anything like this, the About page can be a great place to add them.
Here are some examples of About pages, each is a little different:
https://www.bestmadeco.com/discover/our-story – this is relatively short, but tells us all we need to know. See how in the second paragraph they refer to the ‘discriminating consumer’ – if I was thinking about buying one of these products I would immediately feel good about myself. Hey, I AM a discriminating customer!
http://ugmonk.com/about/ – in this example notice that the brand is bigger than the person behind the brand. We have to scroll right down the page before we see who the person behind the brand is. This is a more lengthy About page and the fun list of points at the bottom of the page is a nice way to add a human touch.
https://www.etsy.com/shop/Frostbeard?ref=l2-shop-info-name – this is an example of a good Etsy About page. It’s quite short but tells us what we need to know and great use of photos. You can see they don’t give their surnames, so if I wanted to search to learn more about them, I can’t (of course, that might be intentional). They make their brand name prominent and this is important on Etsy, as unlike your own website where your branding is more prominent, I’d have to go to the top of the page to remind myself of the brand I am looking at.