How to Write a Converting About Page
Your about page should be one of the most essential pages on your website and far more than an afterthought. It's the page that sells you and, more importantly, where prospective customers decide if you're the right one for them. Done right, your about page will be your best chance of getting more enquiries and, in turn, more customers.
1. Who are you talking to?
Know who you're talking to; this will help you connect with your readers and let them know you understand their needs. Write as if you are talking to just one person (your ideal client); this will help you write at your most persuasive and keep your reader hooked.
2. Write as you speak.
Just because you're writing for your business doesn't mean you need to write formally. Instead, write as you speak to draw people into your story and allow them to feel they're getting to know the real you.
3. Use stories, not just facts.
Whilst facts are important, they won't persuade your reader that you're the right person for them alone. Facts are logical, and a buying decision needs emotion; stories with facts sprinkled in are a more compelling way of writing for your reader.
4. Show who you are.
People buy from people, and the connection is crucial. Potential clients want to know who you are - the person behind the business and to be able to look into your eyes. Use photographs to show you are likeable and approachable.
5. What are your values.
People like people like them. Letting them know your values will help you connect with your ideal clients and repel people who disagree with them and would, therefore, make challenging clients.
6. Be specific.
Let your readers know specifically who you help and if they're in the right place to get the help they need. If you help coaches in the Berkshire area, make this crystal clear to your reader. Unsure people will never buy and often will not ask for clarification either.
7. Show how you have helped others.
Use links to testimonials, case studies, photographs and stories to show how you've helped others. These are powerful; they back up what you say you can do and show how others have benefitted from your service.
8. Show your journey.
We all have a professional journey, and people like to read about it. It doesn't always need to be a rags-to-riches dramatic story, but just the journey that has got you to where you are now. It gives people an insight into your life and helps them to feel they know you better.
9. Surprisingly, it's not just about you.
Whilst your about page is about you, it's essential to think about how you would like your reader to feel when they've finished reading it. What would you want them to know, and what would you like them to feel ready to do next (a clue - your call to action)?
10. A call to action and links.
An about page should do far more than provide information and build trust. It needs to help you sell your products or services. Now your reader trusts you a little more; it's time for the next step. Have a call to action and links to relevant products to clearly show people the next step.
Bonus. Make it easy to get in touch.
Have your contact details visible to make it easy for those who know you're the one for them to get in touch.
Think about your about page as a sales page, selling you. Then using the tips above, you can create a page that will inform your readers and persuade your ideal clients that you are the one for them.
Some About Pages To Help Inspire Your Writing
This about-page talks exactly to the reader, showing Zoë's values, why she created the business and the benefits of buying the products.
This is a great example of how emotion can tell a story. It is the form of a video, but a great example all the same.
The About Page tells you all you need to know about the company. They clearly know their ideal clients and show how they can help them clearly and empathetically.