I’m often asked by clients to rewrite 'about' pages on websites. Today, I thought I’d share with you some copywriting tips, for what is definitely one of the most visited pages on your website; your about page!
So in no particular order here are my three top copywriting tips for your about page.
1: It’s not about you – A well crafted about page is actually about your customer, so it’s important to put yourselves in their shoes. When they visit your about page, they will be looking for a clue that you have been where they are now. It’s what qualifies you, and it gives your visitors the confidence to trust you.
2: Let’s get hitched – Yes, I’m talking engagement. The best way I know to engage your audience is to be yourself. So ditch the stilted, stiff upper lip, and write your about page as if you were catching up over a coffee, (or a G & T 😉). By writing conversationally, you’ll connect more easily with your future clients, again it gives them the confidence to trust you.
3: Tell a story – Storytelling is not a new concept! In the middle ages the troubadours and minstrels were honoured as members of royal courts, so great was their art; and who doesn’t love Jackanory? So open up and give a little of yourself. This will help you make a strong emotional connection with your audience and you will build trust and credibility.
Have you noticed a common theme in my top three tips? It’s all about trust. So here’s a final tip… Always, always have a photo of yourself or your company team on your about page. You can kill it with the copywriting, but all that can unravel if you don’t include a photo. People want to do business with people, and not nameless, faceless people, but in the words of R.E.M. … Shiny, happy, people!
