Did you know that the About Us page is the 2nd most visited page on most websites, second only to the Home page?
I am sure you have observed that this section comes standard with website design templates.
But have you given it the consideration it deserves?
Here's the thing...
Over the decades, our way of shopping may have evolved, but our human brains will forever be wired for stories and connections. I remember the days when the only way to shop was in person at a local store, where I knew the shop owner, their kids, their family, and their cat. That personal connection helped me trust them and made me happy to do business with them!
Truth is, we still crave that human connection if even shopping online. Wise 'shop owners' like you utilize this vital page as an opportunity to connect in a meaningful way with your audience. Tell them who you are, how you can help, and why they should trust you.
Should be easy then, right?
After all, you know your story and the story of your business!
But often, when you sit down to convey your story through words, you suddenly get a bad case of MIND NUMBING writer's block.
Penning this VITAL page can be frustrating, to say the least. Often times that frustration leads to business owners publishing the bare minimum required to get it done and simply stopping at 'good enough.'
Why stop at good enough when you can have a page that is GREAT?!
The difference between good enough and great is a deep understanding of your product and offer combined with a thorough understanding of your ideal customer. So you can answer the top questions the reader may have while at the same time making this page about them.
Tricky right??
A great About page may include some of the following elements:
First thing (before you talk about yourself), start the page by highlighting a pain point that your ideal customer is experiencing, followed by a statement to ensure the reader that they are in the right place so that they feel understood and will want to know more.
ie, A nutritionist may write, "Want to put an end to sugar cravings for good?" "You are in the right place!"
Solve a problem for your reader. Think, why would someone be looking for my services? Use empathy to let them know you understand.
Use storytelling if possible, people love stories, and storytelling adds warmth and a human element to your reader. Talk about where you began, your journey, and your inspiration.
Incorporate your values. What do you stand for? Is there a specific mission or cause that you support?
Incorporate a stat/fact, a client testimonial, or a recommendation if applicable.
Showcase your authority. But don't be braggadocious remember it is about your client and how you help them. Keep the tone about facts and not hype.
Don't forget to add a call to action. ie, Contact Me/Special Offer/Link to blog
Photos! In short, photography is psychology, making photos an effective tool to reach your reader. Bonus: Images will also improve your SEO.
Most importantly, be authentic!
Authenticity builds trust and will result in your reader becoming your future satisfied customers, clients and advocates!
It's easier to have someone else tell your story…
I am passionate about writing and about telling your story.
I gather all the necessary components and weave them into something wonderful and meaningful to help get you the results you are seeking!
Click the button below to learn how you can get help with your business About Page or See what it's like to work with me. Visit The Writery.