The About page.
Just about every website has one, but on most it’s dull, dull, dull.
And that’s a big mistake because the About page is one of the most important pages on your whole site.
A well-crafted About page lets people get to know you, like you and want to do business with you. It doesn’t matter what type of business you are, we still like to buy from real people and not faceless organisations.
This is particularly important for small businesses. Visitors to your website may never have heard of you before. They want to know something about you and feel that you are someone they can trust.
This is not the place to talk about products and services – there are plenty of other pages for that.
So what makes a good About page?
What are you passionate about?
What’s important to your business?
Sharing your excitement and passion in what you do will get others excited about your business.
But it’s not enough to say “We are passionate about Accounts/Fashion/Weddings”, you have to convey that passion through the words and pictures you choose.
Does your business have a personality? The answer is Yes – but if you haven’t thought about it, the personality you convey may not be the one you’d like!
And if your About page is merely a repetition of “what we do” and “where we are” then the result will be lifeless and dull.
If you sell products like fashion, accessories or homewares, people are buying a lifestyle. Bring out that passion and personality and they will want to buy from you.
Personality doesn’t mean you have to be quirky or witty – for many businesses this just wouldn’t be appropriate. You can be caring, energetic, traditional, exclusive, trendy – just be something rather than nothing.
Introduce the people – the business owner(s) and key staff members. Despite our love of all things digital and automated your customers will be reassured to know there are real people behind the website.
Photos will bring the page to life – they don’t need to be classic headshots. And adding a fascinating fact or two about each team member makes it interesting and appealing.
People love stories – so tell the story of how the business came about.
You can mention what you did before, what drove you to create this business, the hurdles you have overcome and your successes.
If you struggle with words, then it’s well worthwhile employing a copywriter to do it for you. A good one will talk to you about all of the above and then put it into words that bring it to life.
Here are some examples from small businesses who have put some love and thought into their About pages. All very different and unique.
The Card Gallery
The Card Gallery have taken the concept of a Gallery from their name and used it to put together a mini gallery of their team.
Fashion boutique owner Lucy’s About page just bubbles with her personality and her passion.
Caroline Ashwood Artist
Caroline tells her story and accompanies it with vivid images of herself and her art.