You come across a website for a science museum in your town. The home page has you hooked, but you instantly want to know a little more, so you visit the about page. The home page clues you into the fact that it’s a science museum, but the about page tells you about all the hands-on experiments they offer. The about page tells you about the scientists who demo experiments three times a day for the kids.
As a website reader, nothing is more frustrating than a vague and uninteresting home page with no about link on the website. Had the museum made this mistake, you’d have clicked away and found another way to spend your free day with your family. Vague and uninteresting content with no about page is a quick road to disaster.
Writing Your About Page
Who is your audience? Are you trying to increase your business with your blog? Then you need to think from your readers’ perspective. It’s up to you to figure out what exactly they are looking for—and execute.
What is the tone of your business? Are you looking to keep a professional tone and appearance? If you are targeting high-end business professionals with your copy, you probably need copy that reflects that. If you are looking to set yourself apart from your competition by putting your quirkiness and creativity on display, well then your copy should reflect that as well.
A creative page that makes some people laugh may turn some business away, but chances are it may not be the clients you are looking for anyway. Once you pick a path, go with it. There are no right answers. It’s a personal, individual decision each business will need to make.
I’ve written copy in both directions for businesses. The important thing is that the tone of your copy reflect the nature of your company.
Capture the Detail
Your about page gives the true detail, and tells your reader why they want to do business with you. When I write as a journalist, there’s something called the 5 w’s—who, what, when, where, and why. These are all elements that need to be answered in a good story.
They are also crucial material to cover in your about page. Who are you? What is it that you offer? When did you start in your profession? Where are you based? Do you serve customers locally, regionally, nationally or internationally?
Just as with journalism, the why is possibly the most important piece. Why do you do what you do? Why should your readers choose you? What sets you apart from the competition?
These are the elements of a strong about page. They’re crucial questions to answer if you’re looking for your customers to come back.
Answer these questions in an engaging way, and you’ll be far ahead of the
competition.
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