Why Your “About” Page Is so Important, and How To Write it
On every website you visit, you are going to notice a tab feature on the landing page that will take you to the “About Us” or “About Me” page. This page contains information on anything and everything to do with the business or the individual that owns the website. But, why should a website owner bother adding this page? Does it hold any significance, and does it make any difference? Below, you will learn what an ‘About’ page really is, what it can do for your website, and how to write one to your advantage.
What Is an ‘About’ Page?
An ‘About’ page is a web page that should exist on every website. It is where a visitor can learn about the individual or the brand behind the website. In an ‘About’ page, the website’s owner tells their story from start to end, whether that is a personal growth story or the origins of the brand up to where it is presently. The story depends on the purpose of the website, whether it is selling a product or service, whether it is giving advice, or whatever the reason may be.
The page exists to help the visitor learn more about the reason for the website’s existence, get some information on the site’s founders, and get any other basic relevant information about its background. Neil Patel has an excellent ‘About’ page that does exactly what the page is meant to do. His content for this web page is in the form of a video that tells you his origin story, what the problem he was trying to solve was, and how he is solving that problem. You get an entire view of what the purpose of the website is and what Neil is all about.
Why Is an ‘About’ Page Important?
An ‘About’ page is an integral part of a website. This is where you have the chance to create your brand story and build upon your branding to make it strong and distinct. On this page, you can identify a problem for people and give them a solution to sell your products or services. An ‘About’ page is also where you can share your credentials and any other information that would position you as an expert on the subject at hand. Once you are seen as an expert, your website can become the go-to place for any queries regarding the subject matter of your website. Google also puts a lot of emphasis on building expertise to rank higher on their SERPs, and an ‘About’ page is the place to do it.
A well-written and detailed ‘About’ page can also bring your website organic traffic. When your website is searched on a search engine, a snippet of your ‘About’ page shows up as well. If the reader feels the information in this snippet is reliable, they are likely to click through and read on, and if they see you as an expert after reading it, they are also likely to buy your product or service.
This webpage isn’t strictly dedicated to storytelling for the sake of building a backstory. It can also be used to plug products or services and act as a marketing tool. Some websites even include CTAs to their ‘About’ pages to convert visitors into leads.
How to Write the Perfect ‘About’ Page
Before you get to the actual writing, you need to realize that the ‘About’ page is a web page that is part of your website, just like any other page. The design of this page matters. Choose your font and colors carefully and thoughtfully so you can create a strong branding. This page will also feature a prominent image; it is up to you if you want that image to be of you as the founder or of the brand’s logo. Here are some rules to remember when you’re writing an ‘About’ page:
1. Know Your Audience
Just like any other content you produce on your website, you need to know who exactly you are writing to. Construct your story in a way that appeals to your target audience rather than anyone and everyone. After all, your ‘About’ page is all part of your marketing.
2. Add a Headline and a Subheading
Write a clear and simple headline, so your reader knows what this web page is about. Your headline should outline the benefit of reading the page, and touch on what the person will be reading about if they choose to continue. Adding a subheading that further explains the purpose of the headline helps the reader flow into the actual content of the page.
3. Use Storytelling Tactics
Your ‘About’ page is quite literally your story or your brand’s story, so you want to portray it as such. The content for this page should be written like a story; it should have a beginning where the problem is identified, a middle where the search for the solution unfolds, and an ending or resolution where the solution is presented is important. You want your reader to go on a journey with you and learn how and why you created the website.
4. Make a Connection With the Audience
Use personal anecdotes or stories to make a connection with the audience. Your ‘About’ page is a way for the reader to relate with you or your brand. Trust is built through relatability. So, make your page one that is relatable, and one that gives the reader a reason to keep reading on. This will further help you make sales or create future interactions with the reader.
5. Write Most of Your Relevant Information Before a Scroll
It is a known fact that people have a very short attention span, especially when it comes to reading things online. In fact, studies prove that you have exactly 8.5 seconds to get your reader hooked, or you’ve lost them. Provide the most relevant and enticing information before the reader has to scroll down if you want them to stay focused on your content.
These are a few rules to keep in mind while constructing your ‘About’ page. Don’t forget to mention any formal training, certifications, and awards as part of your content to build your reputation and be known as an expert on your chosen subject matter!