27/09/2022
The second most important page in your website or mobile application after the header is your about page.
Before diving into some of the elements that make a great about page, we should start by changing attitudes towards it. While many people see it as an OBLIGATION to fill that part of the interface, the about page is actually an opportunity for building rapport with your visitors and engaging them. After all, these people are in your about page because they’re curious to know you, they’re likely in the midst of deciding whether to do business with you, so take the time to put out a good piece of copy.
BUT, what’s a GOOD piece of copy? In complete honesty, it depends -on your type of brand (personal vs corporate), on your line of business, on how established you are, on how much you got (or want) to say, on how good you are with words (or on your budget to hire a copywriter). However, it does not hurt to try our best, right? So below are the most common elements to an about us page:
•Put them in context: Here you want to clearly state your name, where you are located, when you started... You simply introduce yourself to the reader. And if you got an interesting story to tell, all the better! spill it out!
•Introduce the problem and the solution: What is it that you help people with? Is it regulating their sleep cycle? fixing their ceilings? composing music for their ads? Whatever you do, put it loud and clear.
•Why you: Here you want to highlight what makes you different from the others. You should highlight this in your landing page first, and elaborate on it later. This could be in your values, or something advantageous about your offer or your team ...
•Show your team: If you feel comfortable showing up to your visitors, then you should do it. This particularly helps in establishing higher trust and reassaurance.
•Add social proof: If you have reviews and/or testimonials from past clients, you should add a section where you list them all as proof of your expertise and competence in what you do, and you surely know very well how important that is to prospects.
Writing an about page is not exact science, elements can take different shapes of arrangement - you’ll see people starting with their value proposition, others starting with introducing their team members, and some others starting with their story. Whatever the case, writing an eloquent, coherent piece that includes the necessary information is the key factor at play here.
Got anything to add? Would like to see it in the comments! ⬇️
