Updated: Sep 12, 2022
So, you’ve got a brand-new website with all the technical bits and pieces, like SEO and AB-tested UI. Your site amazes and stuns with its aesthetic appeal and user-friendliness. But then the realization hits you — other websites are optimized, functional, and pretty, too!
That’s right. It takes more than a well-put-together website to set you apart from the competition. So how can you set yourself apart?
You need a place on your website that gives your target audience a bird’s eye view of your brand. The part of your website we’re referring to is your “About” page!
Your site’s about page is your calling card. This is where you show your audience what makes your brand unique in an ocean of similarly niched sites and companies.
Sure, your about page may not be the most text-heavy part of your site, but make no mistake — how you handle the content writing for your about page can make or break your attempts to stand out.
Yes, that’s a lot of pressure to put on one page but have no fear. We’re here to let you in on our secrets to writing an engaging about page that resonates with your target audience so you can show them that you’re the best of the bunch.
Can’t I Just Skip Writing the About Page?
You can — if you want to come off like a business that does most of its dealings on the dark web, that is.
In marketing (or making friends), anonymity isn’t your best friend. In fact, it’s the opposite; your best friends will be transparent and have a clear list of what you bring to the table.
Your about page sets your brand apart from others in the same way that your personal details separate you from another person. In it are details about your brand that tell your audience “this is who we are!” Also, it’s where you can communicate everything that can prompt a purchase or a call.
In short, your about page is where you talk about your brand in a way that tells your reader how you can address their pain points and why they should choose you over another brand.
What Should I Include in My About Page?
There’s no doubt that your about page needs to be informative, but let’s be clear about one thing: your about page is not and should not be like your blog.
What we mean by this is that, while communication is important, you don’t need 2,000 words to talk about your brand. After all, your about page is more of an introduction to your business than anything else.
Brevity is the soul of wit, and it’s the soul of an effective about page, too. The content on your about page needs to be like a pair of swim trunks — short enough to draw eyes but long enough to cover the essentials.
With that in mind, keep your about page lean and mean by prioritizing the following:
A Head-turning Headline
Many people overthink what to put in their headlines. For a butt-kicking about page headline, all you really need to do is answer three questions:
Who are you?
What does your business do?
And why should they care about you, and not another business in the same niche?
Let’s look at an example.
Say you’re running a plumbing business. Now, unless you’ve stuck to doing your own plumbing, you’ll agree that the plumbing industry is saturated (to say the least). To set you apart, try something like this as your headline:
“We’re a family-owned plumbing company in Boston (answers the first question) specializing in home and commercial plumbing (answers the second question). We’ve spent the last 20 years building a reputation of excellence and reliability through our plumbing services (answers the third question).”
Now, you don’t have to answer all three questions in your headline, but try to answer two out of three at a minimum. Give it a shot!
Numbers, Numbers, Numbers
Have you ever seen the McDonald’s signs that say, “Billions served”? Exaggeration aside, adding the statistic is a stroke of genius. After all, people keep coming back, don’t they?
There’s just something about numbers that draws attention. Whatever the reason, use it to your advantage.
Throwing in some numbers on your about page will add credibility to your brand. There are many statistics for you to choose from, so go with the ones that put your best foot forward.
Have you been in operation for many years? Say so! After all, old is gold — people trust experience.
Do all of your reviews have five stars? Nothing says “100% satisfaction” better than “100% positive ratings” on Google or Yelp!
Maybe you’ve won a few awards. The more the better!
You get the idea.
Your Story, Mission, and Values
Besides what you’re up to in your niche, people are actually interested in your “why.” Your mission and values statement will reveal your wider vision and what motivates you to deliver the best services you can.
In short, people will see you as a brand that’s not in business just for profit, which can resonate with them and leave a lasting impression.
What Am I Missing?
If you’ve got the basic content writing out of the way but you still want your about page to be punchier, you can add a few details to spice it up without overdoing it. Here are some finishing touches that can make a world of difference:
A Photo of the Founders and Employees
Assuming that you’re not a Fortune 500 company with thousands of employees, we encourage adding pictures to the about page. Why not? It’s about YOU, after all, and your audience’s trust in your services goes up when they can put a face to the name.
A Call to Action or Three
Sprinkle in some CTAs as buttons or hyperlinked phrases that redirect your site’s visitors to other parts of your site, encouraging them further down the sales funnel. You could include CTAs that lead visitors to your portfolio, or you could even include one or two that lead them directly to your landing page.
Establish Your Brand’s Identity and Dominate Your Space
The first step to dominating the market is to establish the unique identity and value of your brand, and no other part of your site shows your brand off in better light than your about page. By filling your about page with carefully curated, clear, and concise content, you’ll make a lasting impression on visitors that puts you a step ahead of your competitors.
Of course, web development and content creation are the most challenging parts of brand-building. If you need a hand, reach out to the experts at 10com Web Development one of the nation's top content marketing companies to get on the fast track to your brand’s success!