For a lot of people, it can be difficult to talk about oneself. Sometimes it feels super awkward to talk about your accomplishments and all the things that make you such an awesome person. Writing the “About” page of your website can sometimes feel the same way! What does your audience need to know? How much of a backstory do you need to give? You don’t have to bare your business’s soul – here’s what belongs on your business’s “About” page.
1. Your “About” page needs a smidge of history.
Don’t worry, you don’t need to write a novel! In fact, you don’t need much more than a paragraph. Tell your readers about what led up to starting the business, or talk about some of the milestones along your journey (first sale, first client, etc.). This is your opportunity to talk about your brand story a little bit. Basically, it’s what makes your business individual from the rest. You can learn even more about developing your brand story in this article!
2. Talk about what makes your brand different from the rest.
You’re probably not the only business doing what you’re doing. However, you are the only business doing what you’re doing, how you’re doing it. Your “About” page should distinguish your business from your competition. Give examples of things you do a little differently there! Maybe you have an interesting process to creating your product that you learned from your grandfather. That’s the kind of thing your audience would love to know! There’s plenty of things you do that make you stand out – you may just need to think about it for a minute.
3. Express what your company believes in.
Do you have a motto or mission statement? Put it on your “About” page! This is the perfect space to tell your audience exactly what your business stands for. Every business has a heart behind it, and your audience wants to see that side of your company.
4. Use the “About” page to show your audience why you deserve their business.
While the “About” page isn’t really the place for a hard sell, you can still win over your audience’s hearts a little bit. How can your product or service best benefit your potential clients? Tell them about it! And, if you can, use numbers to back yourself up. Studies have shown that using numbers can actually boost your credibility with your audience. Quantify your benefits and increase your client base, baby!
All in all, there’s a lot that belongs on your “About” page, but in as little text as possible. It may take some time to figure out the balance between too much text and not enough, but you’ll find the happy medium! If your current marketing strategy isn’t quite cutting it anymore, don’t worry – you’ve come to the right place. Reach out to our team of experts here at Blackwood Creative. We’re in the business of building remarkable brands – and yours could be next. Contact us today!