When we wrote copy for clients’ websites back in 2006, we often advised them not to bother with an About page.
Our reasoning was that it isn’t about you, it’s about your customers, and what’s in it for them.
Back then most About pages were deathly dull – a boring history of the business… blah, blah, blah!
We have to say that advice still holds true – it is all about your customers.
But in recent years, our advice has changed about having an About page.
There has been a huge move, particularly in the last 18 months, towards storytelling.
Interestingly, this move applies to all businesses from large corporates to small companies. And is supported by social media. People want to “peep behind the curtain” and understand more about the business, its ethical stance, the way it treats its staff and customers and what it is really all about.
So, how does this apply to you?
In some professions, particularly medical, law and accountancy, there is a general expectation that if you are practising you are appropriately qualified. So you don’t need a huge list of qualifications, albeit it is good to reassure your clients you have earned the spurs to help them.
In other sectors, qualifications are not necessarily essential, so you may want to showcase any you have achieved as part of your About page – sadly, this is particularly true in marketing.
But showing more about you and your business goes much deeper than a list of qualifications.
Why not consider the following:
- Why was the business set up?
- Why was the name chosen – this applies more to unusual names and can make a great talking point
- What is the back story of the business founder – bring out some of the more human or quirky aspects too, don’t be too straight laced
- Give a little detail about your team – a brief pen portrait, you don’t have to supply their CV. Again, consider something appropriate which reflects them outside of work, or a more human aspect. Examples I have seen range from the bizarre – what superhero would you be – to what would you do if money were no object, or what is the worst interview question you have ever heard?
- Give it personality – make it a compelling read – don’t just trot out the same old history of the business or you
- Good images – if you are going to use photographs make sure you get a professional to do it – don’t try doing it on the cheap with your mobile phone. They don’t have to be formal and corporate, go with the style that suits your business.
Make sure what you say on your About page truly reflects the way you run the business. Many a company has been caught out by claiming to really value something only to be shown in their true light in reality.
And ensure your social media exchanges add up too.
Is your About page going to make a prospective client instantly sign the order?
Probably not. But it may well make them want to do business with you.
At the end of the day, in a service based business, people buy people. Prospects will be looking to reinforce what they are already thinking about you, based on meeting you, speaking to you on the phone, or reputation.
Your website is your shop window
We all check out the people we meet on line, so why not make sure your About page has your prospects reaching for their phone?