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You’re smart. You are an expert.

Your eyes gleam when you discuss your subject.

Anyway! You come to your desk, open your laptop and plunge into writing. You’re going to write ‘About Page’ for your website.

But what, just a few lines and you feel stumped? You can’t craft an appealing story.

Your writing lacks that spark. It doesn’t sound like you.  You try another one.

That’s even worse.

How can you add gleam to your writing? Are you confused?

Let me help you.

Stop for a few minutes. Have a gulp of water from your bottle and think yourself:

  • Will the stuff you are crafting make your audience likable?
  • Will it have those sparkling tone to attract the right customers to your website?
  • Will it boost sales of your products and services?

Writing an About page seems tough – not only to you but even experienced copywriters.

Keeping that in mind, I am giving a quick guide to writing About Us page for your website.

Follow these guidelines.

Common Problems With About Pages

You think the About page is about you and your company.

But your readers won’t get attracted. They’re not interested.

They want to hear from you about the ways you can help them. They tend to know how you can make them happier and more prosperous. They’re curious to know what solutions you are going to provide them with and how you can help them overcome their issues.

This is what you have to add to your About page.

So, when writing About page, don’t make it sound personal. Avoid using sentences that sound ‘sales pitch.’ Keep about yourself aside.

Henneke is giving us these four points to write an ‘About us’ page.

  1. Who are you writing for?
  2. What action would you like readers to take?
  3. Would you like them to email you to ask for a quote or sign up to your newsletter? Or pick up the phone?
  4. Why would your readers take action? What can you promise them?

You’re About page is a sales page, and selling starts with understanding what your reader is looking for….Henneke

In your ‘About us page,’ let readers know what you can do for them. Then, encourage them to take action.

Avoid So-called Corporate Voice

  • Would you like to talk with an automated machine?
  • Would you be interested in chatting with a corporation?
  • Would you like to gossip with a call center menu?

Your answer would probably be ‘no.’

So, why do you expect your readers to do so?

Don’t make your text so spiritless that puts your readers to sleep.

Read here how to write compelling web content.

It’s About Your Audience, Not You

When it comes to online products or services, readers are all about themselves and think about what you can do for them.

  • Stay focused on your visitors.
  • Add a video title
  • Split sentences into two sections if possible, “About us” and “About You
  • Address in your opening sentence(s) your audience’s objectives and challenges.

For example,

It’s good to accept the difficulties people have in today’s market. Explain how you can help overcome those difficulties with essential technical skills, which people usually overlook.

  • Include facts. If you’re finding it difficult to strike a happy medium between your selling points and plain boasting, then choose to state facts. These facts could be anything, ranging from many awards you’ve collected so far to client retention rate and new products you bring each month. No one can argue with the raw figure.

Including facts work as a credibility enhancer.

Let Your Customers Talk

If your clients are dentists, new hairdressers, insurers, or even retailers, don’t base the About Us content on what they say about themselves.

Instead, turn those around you by including a few genuine customer testimonials. You can create a wealth of information this way and build up trust.

Remember,

  • Include the customer or client’s full name and any relevant details to add credibility to testimonials. If possible, add their photos
  • And include client-focused accreditation and awards.

Add Your Mission

Even if you choose a small way to solve your customer’s problem, let them know how you’re planning to make the world a better place.

ContentTurotial’s mission is to give a wealth of information and tips to people.

Don’t make sentences sound like a corporate mission. You can do this by avoiding words like:

  • Best-in-class
  • Market-leading
  • State-of-the-art
  • Customer-centric, etc.

These words in your mission are not to be the best.

Your mission should tell people how you can help.

Your mission of adding a mission to About Us content is to energize or make people have trust in you.

Tell Your Story

So, you don’t have an exciting story to tell?

Don’t worry. You can still do it.

The catch is to add things that make you human.

Maybe, you think to tell visitors your whole story – how you developed your business, how the company was founded, and what it’s like now.

But things like this bore your readers to tears.

Focus on what would want readers to remember. What do you want to get from your story?

Imagine yourself a web designer.

Telling your readers that you’re an expert web designer is a complete waste of precious pixels. Instead, let people know a fascinating detail.

Share a short-story demonstrating your passion. Tell them when you designed your first website.

Let them know you have read several books about web design.

Refer to the projects you have worked. It’s better to show them a history of web design.

A motivational story helps you bond with your readers. They will be interested in knowing you. But keep it short. Add only related facts that make your character shine.

First or Third Person?

Don’t be confused between first person and third person.

First person – I, me, or we – creates a more conversational tone.

  • But the third person – she, he, or him – sounds more credible, more objective.

So what should you choose?

Don’t fuss too much.  What’s important is ‘to write a page that enchants your readers and entices them to contact you.

The first person gives your option to establish a clear voice for your personality. It builds trust with your audience. Any text will read as if it coming straight from you. Use the first person to get personal and build trust with readers. It is perfect for the About page.

Add Sparkle

Even a small touch makes a big difference.

Adding a signature to your About page is a good move.

Scan a signature- not the official one – and add it.

Also, choose to upload your professional picture. Skip using an event or holiday photo. In the picture, make sure you are looking towards your content or at the reader. Never look away from the web page. This makes readers get away.

Make sure each detail engages your readers. Make them feel comfortable — lower the barrier for getting in touch.

These are the quick guides to write the About Us page content.

If you have any doubt, write to me. I’m happy to hear from you.

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One comment

  • Jitendra Kumar
    Jitendra Kumar
    Reply

    Very informative article Mr. Prashant. We totally agree with you, website should have a good about us page. It gives more opportunity to the customers to know about you and your business.

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