How to Write an Effective About Page for Business
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For new visitors and potential customers, the âaboutâ page on your site will usually be a first port of call. People want to know who you are and what youâre business is about. First impressions really count, and for business websites this is especially true. A simple click and your visitor could be off in search of something else, so itâs important to keep them interested.
But how? Here are 6 ways to write an effective âaboutâ page:
Most people clicking through to your âaboutâ page will want to know a little more about your business than whatâs available on your âhomeâ page. So now is the time to tell them your business story and values behind the brand. Donât forget to keep it light so your visitors get a good feel for what you offer without feeling the hard-sell.
Great âaboutâ pages are welcoming and warm, so take your business cap off for a moment and write something approachable and personable. Thisâll create a connection with your reader and be the first step in forming a valued customer relationship. Donât succumb to the typical business jargon or third-person narration!
Chances are your reader is doing a little digging around for a company that fits their criteria. Knowing this isnât going to be the only âaboutâ page they read, youâre going to want to stand out from the crowd and create something unique. This can manifest itself as a littler personal touch, an interesting story behind the brand evolution or anything else you can think of that makes your company unique.
Although the âaboutâ page is, of course, about you and your company, your reader is inevitably looking for something to help them. So write a little about what you can offer your and how you value your customers as a business. People want to feel secure in their decision to work with you and so to acknowledge your commitment to the relationship from the outset will help give your reader the confidence they need to become a customer.
Adding media like photographs and videos to your âaboutâ page can give it some life and colour and grab the attention of the reader. Itâs also a great way to convey your brand in a very short amount of time. Add a photograph of your team or a series of snaps followed by a comment from each member. If you have the resources you could also add a short video explaining the background of your business or your unique brand story.
Lastly, add your contact details. If youâve written a great âaboutâ page, chances are youâre reader is going to want to get in contact. So make sure to add any contact details, along with social media links, to the bottom of the page. Thisâll mean easy accessibility for every interested customer!