Most startups don’t understand the importance of the About page.
Your About page is your website’s most viewed page (after your home page).
It’s the place your customer goes to when he considers buying from you. If the content on your About page won’t resonate with him, there is a high chance he will leave your website.
Having pictures of your current founding team is not enough.
Here is an easy framework for writing this page in 5 minutes.
1. Before you write anything, understand this
Most people miss the whole point of this page.
It’s not there for you to rumble on how much you love cats or how big of a Lakers fan you are.
Get into this state of mind: Your about page is not really about you
It sounds counterintuitive, but it’s true. Everything on your website is there so you can make more money. You can say you want to increase brand awareness or other cute terms, but ultimately, you want your website to be a lead-generating machine.
This means that when you write website copy, you should aim to please your ideal customer.
So write about yourself, but only write what matters to your reader.
What information will make him trust you and move one step closer to the sale?
Is it the fact that you are from LA? Maybe.
Is it your 20 years of experience? Absolutely.
There is a caveat here. **People buy from people,**so sometimes, writing about your interests will make people connect with you. Justdon’’t overdoes it.
2. Choose what to write from these options
To make it easy for you to start writing, here are some things to write in your About page:
- Aha! moment - Tell people how everything began. When did the idea for this product pop into your head?
- At what moment did you know this is what you want to do with your career? Progress - tell the story of how you evolved. Share a timeline of significant milestones or describe big turning points in the company’s life.
The people - the easiest thing to do is to share pictures of your founding team. Think outside the box. Share your team’s story, and make them interesting. Here is an example of how Tunnelbear did it here:
Goals - let people be part of your journey. Show them where you are headed and what they can expect from you in the future.
Values and beliefs - let people know what you stand out for. People who believe in the same things will be more likely to do business with you.
Social proof - insert some brands you have worked with or share testimonials showing how great it is to work with you.
3. Tips for writing your About page
Now that you know what to write about start writing with these guidelines in mind:
-
Be clear. Not smart -Don’t call this page anything other than ”About.” Use simple words to convey your message.
-
Text, Videos, & Photos - Use any form to communicate your message.
-
Why you? - Remember your unique value and why you are better than the competition.
-
Always have a CTA - You just built trust with a potential client. What do you want their next step to be? Add a clear and visible CTA to lead them to the next move (book a demo, buy now, etc.)