As a CEO, director, or founder of a business, your About You page is an integral part of your website. It’s the place people go to learn more about who you are, what you stand for, and why they should choose to do business with you. While it can be intimidating to write this page, it’s pretty simple once you know the basics. Here’s a guide to get you started writing the perfect About You page.
What to include for a perfect About You page
The first step is deciding what content should be included in your About page. Generally speaking, this page should tell your brand story, including information about who you are as a person or business, the problem you solve for your clients, why you solve this problem and why they should trust you. These things are what make you unique and are more valuable than listing all of your qualifications.
Use this guide to determine what content to add to your page:
• Your background and experience
This means succinctly articulating your competency and ability to solve your client’s problems.
• Your accomplishments or awards
Specifically, accomplishments and awards that clients come to you for and not the medal you won when you were on the school basketball team 30 years ago! For example, let’s say you were featured in Forbes magazine; in that case, tell the world about it on your About You page. What differentiates you from your competition?
• Demonstrate empathy
People are ultimately creatures of emotion. Demonstrate why you understand their problem and if you’ve experienced their problem, share your story of transformation.
• What sets your company apart from other businesses in the same field?
This could be the unique framework that you created, or it could be based on the brand experience you’ve designed. For example, you could position yourself as the fastest, cheapest, or best quality in your field.
• Show your brand personality in this section
Add touches of your brand’s personality to your About Your page—after all, it’s about who YOU are! Adding personal stories or anecdotes can help give potential customers additional insight into who you are as a brand. This will help build an emotional connection between them and your brand, making them more likely to work with you in the future.
• Include personal details
Once you have your story written out, it’s time to add some personal details. This doesn’t mean that you need to include every single detail about yourself – just enough so that people can get a feel for who you really are as a person or a brand. Consider adding things that show off who you are outside of work (think rock climbing and scuba diving).
• Add media content
Photos and videos are great additions to any website, especially on the About You, About Us, or About Me page! They provide visual interest and context for readers who may not be familiar with certain terms or concepts related to your industry. Show off team members with headshots, highlight products with video demonstrations, or share candid shots of employees hard at work in the office—all of these can help bring life to your website and make it more inviting for visitors.
• Give your team the spotlight
If you’ve got people who are major contributors to your business and are front facing with your clients, I’m sure your team is something that you are genuinely proud of and excited to showcase, so it only makes sense for them to be featured prominently on our About You page! Not only will their profiles provide a glimpse into who you all are as individuals, but they also display the breadth of skill sets, expertise and personality types that your team members bring collectively. Showing off your team can also lend credibility to your business, especially if you’re the brand, because people will come to realise that you are bigger than a one-person show!
Creating an effective About You page takes time and effort but is worth every bit of energy invested into it. Crafting an engaging introduction paired with meaningful storytelling will help visitors connect with who you are as a business while also giving them insight into what makes working with (or buying from) you different from any other option out there! Plus, including photos or videos adds an extra layer of interest that can really draw readers in. So get started today – crafting the perfect About Us page could be just the thing that sets your business apart from all the rest!
Deirdre Martin is a business mentor specialising in digital marketing, helping companies stand out, be visible and grow their businesses. She is a keynote speaker, business award winner and bestselling business author. For a FREE business breakthrough call, go to Deirdre’s calendar and find a time that works for you. Follow on LinkedIn!