Did you know the About page on a website is the second most visited page on a website after the homepage? An About page should connect with your potential customers and not just be a show-off page of your own credentials.
Browsers click here so quickly because they look, and want, to connect with you on a personal level. They want to find out more about you and why they should do business with you. They want to know what makes you so special and why they should choose you from all your competitors.
But don’t fall into the trap of making your About page just a list of your impressive credentials. Browsers want much more than this.
So About is about me, but not about me?
It seems contradictory. First of all, yes. Your About page should be about you.
But, if you make your About page just all about you and how fantastic you are, without spelling out why and how your personal qualities bring benefits to your potential customers, it is a sure-fire way to turn your buyers off.
Your About page needs to be about you, but just those attributes that strengthen your offer and appeal to potential customers.
Not sure what we mean?
Consider this excerpt of a made-up Cultrix About page:
“Me and my team of IT support experts have been looking after businesses for many years. I am a cybernetics expert and have achieved Microsoft Silver Status Partner for the business.“
As you will know, Cultrix are expert IT support providers. So, the above made-up excerpt has all good credentials. But as a potential customer you could be left thinking, ‘So what? What does this mean for me? What are you going to do for me and my business?’
Listing your qualifications as a self-proclaimed expert only talks about your own business, and not that of your customers.
Take this further made-up excerpt for an IT support service provider:
“We are excellent IT support professionals who know everything there is to know about data and online security and run the biggest cybersecurity membership organisation in the UK.”
Again, an About page like this doesn’t say anything about helping the customer’s business. Notice the pronouns: we, me, my, I.
Use ‘your’ on your About page
For your browsers to know you are focused on them and their business needs, use ‘your’ and ‘you’.
Here is an excerpt from the real Cultrix About page:
“If you’re wondering if there is a better, more efficient, online way for your business to operate, we guarantee there is; and you won’t find a more proactive IT services company to implement it.”
This is exactly how you need to write an About page. Address your potential customer directly about the issues they have that they are looking to solve.
You can still talk about how great you are, but in a way that answers their needs, and helps them.
“From day one with Cultrix you will spend more time running your business and be assured that you've got super-dedicated IT experts equipping you with the best technology solution available.”
You can still tell your audience you are an expert, but in relation only to how that helps your customer get what they need.
Remember, don’t just fill your About page with just your credentials. Talk about how your credentials help your potential customers’ business.
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