Your website’s about page is a vital point of contact that allows you to establish meaningful connections between you and your customers. It’s where you portray all the vital parts of your personality, which in turn allows your customers to relate to, and trust you.
Your about page is typically one of the most visited pages on your website, which is why you should take time to craft your story so that it’s aligned with your overall brand style and tone. These ten golden rules for your brand’s ABOUT page will point you in the right direction:
1. Know your audience. Well.
The more insight you have on your customers, the more you’re able to speak to their needs.
2. Focus on your story, not on facts
While facts provide proof, it’s your unique story that will elicit emotional buy-in from your customers.
3. Share your values
When your customer knows that their values and yours are aligned, that’s where loyalty lies.
4. Show yourself
People buy from people, not from inanimate figureheads. By revealing who you are, what you stand for, and what inspires you, you‘ll build trust between you and your customers.
5. Share your journey
Sharing how you got to where you are today helps your customers understand you. Chances are, your journey will inspire and interest them too.
6. Show people how you can help them
When you answer your customers’ needs, you’re giving them solutions. Be specific, be precise and include links and resources.
7. Demonstrate how you’re positioned to provide solutions
Including links to your portfolio, gallery, previous projects and case-studies illustrates your legacy and capabilities.
8. Showcase endorsements
By showcasing your clients’ testimonials, you’re outlining the benefits of buying from, or working with, you.
9. Include a call to action as well as a contact link
Your customer was interested enough to find your website. Guide them by prompting their next step in their experience with you.
10. Don’t make it all about you.
Being relatable is more important than being impressive. Consider how readers will feel when they scan your page. Does it read like a resume? Does it sound like a brag? Or do you sound like someone they’d like to have a cup of coffee with?
Last but not least…
Just be you and write like you speak. Ditch the jargon and embrace your idiosyncratic style and tone. Authenticity and simplicity trump “professional speak”, and your customers with thank you for giving them easy-reading.
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