When browsing the web, it's easy to jump quickly from site to site. The "zapper" generation also reads quickly and looks for the essentials. For that reason, it's crucial to take care of your "about" page.
It's the page that will convince your visitors to stay on your website and discover your company and the products and services you offer.
And writing it properly is a real challenge. Here are some tips to create an almost perfect presentation for your company page.
Tell your story!
The "about" page aims to tell your story and make your site feel "more human." Do you work as part of a team? Or alone? Then say so! Present yourself alone or with your team, your individual specialties and your talents.
Is your work a calling? A challenge? Tell that story! It's an opportunity to personalize your page by describing what you do and the path that led you here. Avoid the banality of long speeches and give your writing some depth…
Are you a member of an organization, a particular association, or a professional order? Anything can be interesting as long as it says something about you. This is not a "contact" page — it's a page that should describe your personality.
Be attention-grabbing by sparking your reader’s interest
To design this page, imagine yourself speaking with a stranger: you would be explaining what you do. To hold their attention, you need to highlight what makes you special.
To do that, pinpoint your target audience so you know what will captivate them. Don't hesitate to write your "about" page as storytelling: tell a story that moves the reader while remaining relevant.
After all, your company is your story, so don't be afraid to draw on your experience! That will immediately give your "about" page a more human and committed tone. Write quality, pleasant, and fluid content, using "you" to address your readers.
To do this, proofread calmly. After writing and editing a text repeatedly, you don't always notice mistakes and typos. Don't hesitate to set your text aside for a day before revising it. And if you're not an expert in spelling, you can use correction software that will help you spot errors in a few clicks. Sometimes even a friend who's good at spelling can take the time to proofread for you.
Talk about the why and the how
If you launched this site, it's to offer something. Why did you get to this point? What need or problem were you trying to solve?
Your original idea when you created your company is yours, with its unique and original aspects.
The product (or service) you offer might be the same as your neighbor's, but it's your way of presenting your expertise and your vision that will make the difference and help you stand out from competitors. So don't hesitate to highlight them!
Behind a site, there is a purpose. Describe it!
- That desire to “go all the way” with your project that drives you can also be one of the reasons a client will choose you.
- Highlight your proactive, determined personality and your perseverance — qualities highly appreciated in the professional world.
Our tips:
- Take the time to clearly define your objectives by outlining your background and qualifications in advance. This “plan” will be a great help when writing your “about” page. To do this, you can retrace the chronology of your project so you don’t forget any step. Ask yourself some essential questions: what triggered your initial idea, how did you bring your project to life, who supported you in this personal and professional journey, what it brought you…
- Don’t talk only about your successes! Don’t hesitate to mention your failures and difficulties (in a positive way, of course), and how you overcame them. Show that these challenges made you better in your field! That will immediately make you appear human, with strengths and weaknesses that readers can relate to.
Create a bond of trust
By describing your journey, you will create rapport with your future client. Whether it’s for a website that sells a product or offers advice, always show that you are serious and professional.
To avoid coming across as arrogant, stay simple and approachable. Your journey hasn’t been without obstacles, periods of doubt, and moments of reassessment. That’s perfectly normal. No entrepreneur (being honest) will tell you that everything was simple from A to Z when creating and growing their business!
Your reader will be able to identify with you more easily as a person and may feel more engaged, more receptive to your project than to another.
Talk about your background: your education, your skills, your past experience in the field offered, your professional – or personal – encounters that continue to help you grow. After all, your entrepreneurial adventure is also a human one!
Then, don’t hesitate to showcase your completed projects and ask previous clients to leave a review of your work. Publishing user feedback or their positive comments helps validate your work in the eyes of future prospects.
Create links to other pages for better SEO
If you have managed to create interest in this “about” page, the client will want to visit your site by clicking on other pages, read an article on your blog, or take a closer look at your work.
You can insert internal links to other pages of your site whose content is relevant to what you’re saying directly within the body of your text, or offer links to other content at the end of the article.
This internal linking has two main advantages:
- It guides the reader, who is then easily led through your site as they click!
- It allows you to improve your SEO effectively and simply. Indeed, search engines strongly prefer well-structured sites that use internal and/or external links.
Conversely, if this page is boring, it won’t encourage visitors to go further. In that sense, this “about” page is very important because it acts as a springboard to keep people browsing your site.
Care for the appearance of the “about” page
Content and presentation cannot be separated on this page, which is not an article but a full page on your site. The presentation of your written content must be clear and welcoming. This page – your own copywriting – should not be too long: around 250 to 500 words (average: 300 words).
It should be visually noticeable on the site and easily clickable, just like the other pages such as “contact” or “pricing.”
Be creative in the presentation of this “about” section! It remains one of the best ways to set yourself apart from competitors and leave an impression on visitors who will likely return to your site.
To highlight the content of your “about” page, don’t hesitate to add your logo, some photos (your flagship products, your team, etc.), or even one or two short videos (a promotional video, a company video, etc.). Websites offering these kinds of media are very attractive to users who are more likely to click on them.
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