How to Write an Amazing “About Us” Page
Did you know that the ‘about’ page is one of the most
commonly visited pages on any business’ website?
It’s also one of the pages that many businesses and
entrepreneurs procrastinate most about writing because it just seems too
difficult. No one finds it easy to write about themselves at the best of times,
let alone when you’re writing for your business.
With that said, your ‘about us’ page provides an excellent
opportunity for you to introduce yourself, sell your story, hook your reader
and show them exactly what you’re all about.
Get it right and you could pull that casual reader down the
sales funnel and convert them into customers.
Here are our tips on how you can write an amazing ‘about us’
page without breaking a sweat and maximise its potential.
1. Start with a show grabber
Capture your visitor’s attention immediately and encourage
them to read more by starting with a strong sentence or two. Make sure it’s
packed with personality and tells them more about you, your business and what
they need to know.
Consider adding information here such as who you are, why
you started and what problem you hoped to address. Share how you solve this
problem in your unique way, add any milestones, awards or ‘wins’ and include
your vision for the future if you can.
2. Set the scene
Readers love to hear stories, even if they’re about how
businesses started. They help your business and your vision come to life, show
them that you’re a real person with personality and help them like and trust
you more.
Start by telling your potential customer what the situation
was in your industry before you started your business.
For example, did people love how easy it was to find new
vegan recipes, but struggle to find recipes that actually tasted good? Were
clients looking for a reliable personal assistant to join the team, but
couldn’t afford agencies and commissions?
Set the scene, tell the story.
3. Highlight the problem
Now that you’ve set the scene, you can build upon the
problem that you’ve already introduced and explain why it was so difficult to
solve.
What did people do to find a solution before you started
your company? What problems did they face when they did so?
4. Your solution
Your client needs to hear how you solved this problem in
your unique way.
What made you realise that you were the ‘man for the job’?
How did you make a difference that no one else could? What obstacles did you
face along the way?
It can be helpful to review your USP (unique selling point)
in your business plan and marketing materials if you’re struggling to find
inspiration.
5. Your wins
Your ‘about’ page is your opportunity to share the story of
how you’re succeeding. It’s not enough to just talk about how good you are at
this point- give social proof.
Share testimonials and customer success stories to back up
your claims. If you can, include their name and contact details, a photo or for
maximum credibility, a testimonial video.
6. What does the future hold?
What is your vision for the future? What mission or goals
are you aiming towards? How do you want to grow?
Any information you can add here helps boost trust and
demonstrate that you’re a reliable company who is here for the long run.
7. Include a CTA
It’s essential to add a call to action with every piece of
digital marketing that you create. Your ‘about us’ page is certainly no
difference.
Ask yourself, what do you want your visitors to do when they
visit your about us page? Do you want them to sign up for your newsletter?
Download a report? Follow you on social media?
Whatever it is, be sure to include a compelling CTA at the
bottom of your page.
When you write your ‘about’ page, make sure it works for
your business. Ensure it captures your visitor’s attention, shares your story,
your achievements and what you can offer and encourages your reader to take the
next step so you can take your business to the next level.
Still struggling to
write your ‘about us’ page? Don’t worry- get in touch
with us today and our team of talented copywriters can help bring
your story to life.
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