The tricky thing about business writing and marketing is that you often have to be a jack-of-all-trades. You’ll have to create blog posts, white papers, brochures, web pages for your site, and potentially much more.
One writing project that often gets overlooked is the “About” page.
This page is important on any business website because it helps people understand what you’re about—such as your background, values, and mission. It helps readers identify who you are, why they should care, and whether or not you’re a good fit for them to do business with.
Here are some tips to make sure you craft an effective “About” page.
Know Your Audience
As with most writing projects, you must know your audience before you can begin writing. For most businesses the intended audience of the “About” page comprises their prospects and customers.
But don’t just stop there.
- What do your prospects and customers have in common?
- What’s their age?
- Why do they have a need for your products and services?
The more you understand your audience, the more effective your “About” page (and the rest of your website) will be.
Don’t Talk Only About Yourself
Despite its name, the “About” page isn’t all about you. After reading this page, people should also understand how you can help them.
For example, if your business focuses on helping homeowners lower their interest rates, then that should be clear from reading your “About” page.
To do this effectively, of course, you have to know what you’re all about.
Start by asking yourself these questions:
- Why should anyone do business with us?
- What makes us unique?
- Why would someone choose us over our competitors?
The more clarity you can get on these topics, the easier it is to weave them into your “About” page.
Additionally, if you focus too much on yourself or your business, it might come across as hype. Sometimes there’s a fine line between helping people understand your business and coming across as bragging about your business.
It’s OK to let the reader know some of your accomplishments or rewards—just don’t get carried away.
Don’t Be Afraid to Tell Your Story
This one can depend on the business and industry you’re in, but many businesses have an interesting story. And telling it can give your business a more personal touch.
Too many companies think their customers don’t care about their background. Or they’re afraid that telling their story will make the business look unprofessional. Not true. Many people want to know the story and history behind companies.
However, don’t go too far with this.
Readers may be interested in your background, but they’re also busy—so they’re probably not going to read a huge block of text on all the minute details that led the company to this point.
Focus on the big-picture view and give them the main elements.
And, again, the “About” page, despite its name, isn’t all about you. Tell your story in a way that helps readers better understand why they may be interested in working with you.
There’s usually a story behind most businesses, and your job is to tell it in a way that resonates with prospects and customers.
Don’t Miss: Here’s Our Own “About” Page
After you’ve written or rewritten your web content, we would be happy to put the final polishes on it and make sure you’re presenting your best possible self to your readers. Get in touch with Super Copy Editors today to learn more about the professional copy editing and proofreading services we offer.