Jane noticed that her About page was the second most visited web page.  Why? She wondered why people would visit her About page so much. On top of that, she was receiving about half of the visitors clicking through to her other website and the other half were leaving the page. During a blogging workshop, she figured out the answer and how to write a better About page.

1. Use stories. On many sites, you might see statistics and dates of when the company started. This is boring information. Sure, you can list it, but to grab your reader and connect with them, you should also include a story about why you created the company. If you are a designer, perhaps your website or graphic design style is minimalistic. You could say that you created the business because you realized that minimal designs spoke to viewers more intensely than over cluttered designs. Write a paragraph about your findings and give examples of how viewers react to your designs compared to busy ones.

2. Write about them. It’s not about you. As Tony Robbins says, it is about the people who need you, your clients and customers. In your service based business, you help others. Stop writing about you and make it about them. Your About page should reflect this service and how you can help the reader. They come to you with a problem. Even in face to face contact, clients have problems they want solved. Ask yourself, what is my audiences’ problem? How can I solve it? Now you’ve got the starting text for your About page.

3. Post your picture. If you are a small business, or even a large one, visitors want to connect with other people. Do this by putting your picture on the About page. It’s like your logo. You brand yourself with value by placing your picture right beside your offer to readers.

4. Interlink posts. Even on your About page, you should interlink to other useful articles and especially your contact form. Check out Peter Shallard’s About page for an example of what to articles to link.

5. Use copywriting. Yes, copywriting is different from article writing and technical writing. If you already run a copywriting business, then you are a step ahead of many other freelancers. If not, it can sometimes be tough to write about yourself from a business position. A basic rule of thumb is to detach yourself from what you do. List your strengths and write a few sentences about each one. Take what you have written and ask, “How can this help my customer with their problem?” Write whatever comes to your mind first. This isn’t a time for censorship, just write. After you write individual sentences, sequence them in a paragraph.

6. Look for sources of inspiration. Writing is everywhere. Businesses communicate their message to customers all the time. Visit your local coffee shop. Look for what draws your eye. Is it writing or pictures? Walk around the bookstore and see which books or magazines leap out at you. Then ask why? Was it the color, size of the font or what they magazine listed on the cover? Jot down any inspiration you receive and apply it to your writing of the About page.

7. Edit your work. Once you have the About page written with these individual steps, you will have to edit it. Take note of what makes you feel compelled to buy your services from reading the writing. If you do not move at all, try thinking up ways to re-word sentences until they make you feel acceptance, willingness to take action and make you grab your pocketbook. Ask a friend to read the About page and write a paragraph about it. This way you can tell if your message is clear to your customers, especially those who do not know exactly what you do.

Are you ready to update your About page? Comment and let us know how you did it and include a link to your About page.

photo credit: Jill Clardy.