We all expect the technical aspects of creating a website to be daunting. But what many of us underestimate is just how hard it can be to get the content on your website right. When you only have a few minutes to impress new visitors, the words on your website aren’t just wordsthey’re your elevator pitch.

What is an ‘About’ page and why is it important?

An ‘About’ page is a designated page on your website where you tell visitors who you are, what you do, why you do it and a little about your business journey.  When you’re writing this page, keep in mind the visitors you’re writing for – what do they want to know and why would they care? It’s an important opportunity to connect with your audience by sharing your story.

Here are our tried and tested tips to writing a great ‘About’ page:

1. Include company details

Visitors to this page will be looking for specific information about you and your company. They want to know why they should do business with you, and choose you rather than one of your competitors. Only include information that is true and relevant.  Be upfront about how long you’ve been in the industry and how you can solve their specific problem. 

2. Stick to the facts

It can be easy to get carried away when you’re writing this page but remember you want to sell your business, not oversell yourself.  By being transparent, even if you’re just starting out, your customers will learn that they can trust you and what you offer. Introduce your team or if you’re a solo operation, share your passion and reason for existence – be relatable. Your unique story and business journey form part of your brand story.

3. List credentials, awards and reviews

If your company has won any certificates or awards, be sure to include them. This external validation can instil confidence in your prospective customers.  If you’ve been nominated for a business award you can include it here too. 

Not sure what else to include on your  ‘About’ page? Make sure you have these details:

  • If your business is  family-owned, tell your visitors more about it
  • Your business values and what makes your company special
  • Where you’re based and what area(s) you service
  • Your areas of expertise

You can also include customer testimonials or any press coverage on your website – that way new visitors can read unbiased social proof of your great service or products. Don’t forget to add buttons that direct new visitors to your social media channels and if you have a newsletter, be sure to make the signup button clear and easy to find. 

Writing your ‘About’ page is a great opportunity to remind yourself why you started your business – and why you’re passionate about what you do. The goal is to convey these points to your customers in a succinct, meaningful way.