Do people even read About pages on websites?
I can’t speak for everyone but I certainly do.
Here’s why.
As an evolving small business, I work with a lot of other SMEs to get me from A to B on my business journey.
From accountants and VAs to careers coaches and marketing experts, these people are essential to my brand’s growth.
But there’s so much choice out there! It’s actually overwhelming. I don’t want to waste my money on anyone who doesn’t Get Me, particularly if we’re working one on one.
This is where the About page comes in.
What is an About page?
I’m not looking at prices or even credentials.
I’m looking for personality. To see if they’re on my wavelength. To check they’re someone I can vibe with and trust.
Their About page helps me:
get to know them better as a person
see past what they do to find out who they are as a business
find out if their values and priorities match mine.
It all centres on whether they tell a good story.
Because – when there are so many people offering the same thing – the folk I end up working with spin a yarn I can relate to, via their About page. This makes me choose them over the competition.
Stories help us understand the world around us.
Storytelling has become a vital component of the most successful marketing campaigns.
It sets apart brands.
It's also the heart of inbound marketing.
Storytelling is an incredibly valuable tool for you to add to your marketing strategy.
And having a story on your About page is super-important.
This is all very well and good, but how do they do that? How do they actually know how to tell their story? How do they instinctively know what to talk about (and what not to mention)? How do you write an About page?
You know the issues I mean (yup, these are the reasons why you keep putting writing your About page off).
Maybe you find it weird to talk about yourself. It’s so awks, especially if you’re shy or an introvert. Talking about yourself on your website sounds even more cringe.
Perhaps you think people just aren’t that bothered about your story. After all, good marketing should focus on them, not you, right?
Or it could be that you get too hung up on what you think should be on an About page and it ends up reading like a dull-as CV.
Meanwhile, where the hell is your story hiding?!
One of my clients said: ‘I’m not fond of writing about myself and what I do. In fact, I’m copy-constipated!!’
The problem is, if you’re trying too hard to push out (sorry) authentic copy, all the while feeling embarrassed and like you’re blowing your own trumpet too hard, you’re going to panic, get overwhelmed and give up.
You need a storytelling process
Forget about marketing. Forget about your About page. Stop trying to come up with the perfect words. That’ll come later.
First of all, I want you to ask these questions that will help you write the piece with the most intention. So instead of having it on your to-do list: must write my about page or I nearly need to get this blog post out there, when you start with these questions, you're turning it from a task that has to be done into an intention or piece of work that's going to add value.
The first question to ask about the page is why have your audience come to the page: because they want something.
What is it that they want?
What will be a successful About page for them?
What would a successful About page achieve for you?
The page has to be engaging and create some kind of change or transformation in the reader, even just a small one. The persuasive copy on your page appealingly tells your story or draws them in and encourages people to contact you.
Picture it like a bridge at that moment. They're on one side of the bridge, knowing, feeling and doing certain things in their current state of now, needing your service or product but not having bought it or having worked with you yet. And you're going to try and walk them over the bridge to a different place where they will know, feel and do something different. It can be hard to picture what that transformation is, which is why I’m giving you this overview first, before I go through each of the pages.
After you've asked your questions, you write the content. And then when you finish writing the content, you go through this other stage of reflection and review the content that you've written.
Some of what you say might not come out right. Some parts might sound incoherent. That’s okay. It’s natural. You can clean it up later. It’s all part of my plan, write, edit process.
Think about how you connect with people
When I have these conversations with my clients, they always come up with an unexpected, off-the-cuff comment or anecdote that makes the story real and memorable. That’s how you connect with people.
That’s how you find out how the founder of an online vintage homewares store and interiors stylist simply had no other choice but to open a shop because her passion for picking up countless antique pieces and objet’s d’art grew out of control!
That’s how you find out how a transformative coach and parent practitioner was compelled to embark on a new coaching career when she cracked under pressure during lockdown.
That’s how you find out how a photographer and mum, fed up with always being behind the camera, decided to branch out into family and newborn photography so she could help other parents document the moments that matter.
That’s how you find out why one woman loved doing all her shopping locally while she was on maternity leave so much that she set up an online food delivery service that connects people to great, local products and empowers everyone to live a good life.
That’s how you find out how a background in journalism, a divorce and a corporate hangover made me a better and more empathetic copy and content writer for ambitious small businesses!
These are all stories I’ve written for clients (except the last one). I didn’t ask them to tell me what they wanted to say on their About page. I just nudged them to open up with a series of questions designed to extract relevant and relatable information that encouraged them to say what they feel and tell real stories.
Connection is what we're trying to create here. It’s all about making sure your audience feels seen and heard by what you're saying. Using the exact words and phrases that your clients use to describe their issues, needs or wants will help you to create that sense of instant recognition and connection.
A great story comes from your gut. It’s honest and instinctive. The key to getting started is to stop overthinking it. Say what you feel and let your story unfold naturally.
I hope this blog inspires you to look at how great copy can help you grow your brand.
Let me know in the comments whether this has helped you write your About page!