{"id":996,"date":"2019-08-05T15:00:17","date_gmt":"2019-08-05T13:00:17","guid":{"rendered":"https:\/\/qodeinteractive.com\/magazine\/?p=996"},"modified":"2020-08-01T23:37:14","modified_gmt":"2020-08-01T21:37:14","slug":"write-compelling-about-page","status":"publish","type":"post","link":"https:\/\/qodeinteractive.com\/magazine\/write-compelling-about-page\/","title":{"rendered":"How To Write a Compelling “About” Page"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]There are no two ways about it: if you want your business website to succeed, you need to know how to write an \u201cAbout\u201d page that will convert regular visitors into returning clients. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]While it might seem trivial, we can\u2019t point out enough the actual importance of your \u201cAbout\u201d page. Before deciding on whether they want to do business with you or not, most people will try to find out who you are and whether you can be trusted. Especially if you conduct your business online. This is why you should pay special attention to the design of your \u2018\u2019About\u2019\u2019 page. There are a lot of business WordPress themes<\/a> to choose from that can help you craft a stellar \u2018\u2019About\u2019\u2019 page, and to make a website that truly reflects what your entrepreneurship is about.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]What\u2019s probably even more important than the way an \u2018\u2019About\u2019\u2019 page looks is its actual content. The quality of content you provide here can literally make or break your business, which is why we\u2019ve decided to share some nifty tips on how to write a compelling \u201cAbout\u201d page.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

What is an \u201cAbout\u201d Page?<\/h2>\n

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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Blomma Theme<\/a>[\/vc_column_text][vc_empty_space height=”50px”]
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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Ottar Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]The short answer: perhaps the most important page on your website.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]See, your \u201cAbout\u201d page is where people come to learn the story behind your business. It\u2019s where you can (and should) let the world know who you are and what you stand for. The best place to describe the struggles you went through to achieve success. The place to present the people behind the product and form a real connection with your readers. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]In other words, a well-crafted \u201cAbout\u201d page is one of the cornerstones of successful branding<\/strong>.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]But what does it take to write an \u201cAbout\u201d page that will strengthen your brand? [\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Know Your Audience<\/h2>\n

[\/vc_column_text][vc_column_text]First off, you must understand the audience<\/strong> you\u2019re writing for. Do your research, think about who can benefit most from what you have to offer, and then make an Ideal Customer Profile<\/strong>. Tailor your writing accordingly and create content that\u2019ll fit your readership.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]It\u2019s best to write your \u201cAbout\u201d page in a friendly tone<\/strong>, and avoid any industry jargon. You want your content to be easy to understand, and definitely not pretentious. We suggest using first person or first person plural in your storytelling, so as not to sound too stiff. Don\u2019t be afraid to exercise your funny bone either! If you mix some humor<\/strong> into your writing, the content will become more entertaining and enjoyable to read.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Start off Strong<\/h2>\n

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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Smilt\u0117 Theme<\/a>[\/vc_column_text][vc_empty_space height=”50px”]
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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]UltraViolette Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Place the most relevant information above the fold<\/a>. Talk about the problems you\u2019re certain your audience is facing and let them know what you can do to help. The main goal here is to grab your readers\u2019 attention and reduce the bounce rate, so try to make things interesting from the get-go. Get straight to the point and tell the world what makes you better than your competitors.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Use Your Real Voice<\/h2>\n

[\/vc_column_text][vc_column_text]Don\u2019t go all literary, you\u2019re not writing a novel. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]When writing, we always try to seem smarter than we are. We use long words and complicated sentences. We tend to overexplain things and use terms that only people in our industry would understand. By doing this, we alienate our real audience.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]The best way to get your point across is by being direct. Keep your sentences and paragraphs short and don\u2019t be afraid of using plain language<\/strong>. Avoid the passive voice and don\u2019t stuff your writing with adjectives and adverbs. In other words, write like you speak<\/strong>.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]If you\u2019re struggling while trying to figure out how to write an \u201cAbout\u201d page that will connect with your crowd, try recording what you want to say first. You can always take out the boring bits when transcribing your thoughts to the page. People are here to find out who you are, and using your real voice will help build trust.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Tell Your Story<\/h2>\n

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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Pi\u00f1ata Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Share the story of your humble beginnings<\/strong> and let people know what inspired your business idea. Tell them what differentiates your brand from the rest and why you\u2019re perfectly cut out for the job. Mention some of the greatest hardships you\u2019ve faced on your journey and how you\u2019ve handled them. Just make sure to<\/strong> be concise<\/strong> and try to tell it in a way that will resonate with your target audience. This will help develop a personality for your business. And if people can relate to your brand, they\u2019ll choose you over your competitors at any time.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Focus on the Reader<\/h2>\n

[\/vc_column_text][vc_column_text]Your \u201cAbout\u201d page is really about your website visitors<\/strong>. No one wants to read pages upon pages about your expertise. This is not the place for a CV or cover letter.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Yes, people do want to know about you, but only to a certain point. So, talk about your brand in terms of how you can help resolve your audience\u2019s problems. The bulk of your \u201cAbout\u201d page should be dedicated to letting people know exactly what makes you the right person to help them out. [\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Demonstrate Your Value<\/h2>\n

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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Sekko Theme<\/a>[\/vc_column_text][vc_empty_space height=”50px”]
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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Neralbo Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Even though writing an outstanding \u201cAbout\u201d page may seem tricky at first, what truly matters is to be transparent about what you do<\/strong>. There\u2019s no need to use fluff and superlatives, or to make promises you can\u2019t deliver. Demonstrate your expertise by including links to your portfolio<\/strong> and the projects you\u2019ve worked on. Your past works speak volumes about your competence and are essential to earning people\u2019s trust.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Keep It Short<\/h2>\n

[\/vc_column_text][vc_column_text]Let\u2019s be honest \u2013 people usually don\u2019t have time for longwinded rambles. So don\u2019t overcomplicate things<\/strong>. Keeping the text short will make it almost impossible to include everything you think you need to say about your business, so choose the most important points and stick to them.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Include Your USP<\/h2>\n

[\/vc_column_text][vc_column_text]The job of your Unique Selling Point (USP)<\/a> is to clearly tell your visitors why they should do business with you and not with your competitors. Again, coming up with an effective USP starts with an in-depth understanding of your target market and their needs. The goal is to highlight your competitive advantage<\/strong> and do it in as few words as possible.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Let\u2019s say you\u2019re a freelance photographer who specializes in taking black and white pictures, and you plan to beat the competition by keeping your prices as low as possible. Well, in that case, your USP might look something like this: [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]\u201cThe best black and white photography for the lowest prices.\u201d[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]It\u2019s short, it\u2019s direct, and it\u2019s aimed at a specific audience. It hits all the targets of a good Unique Selling Point. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Once you know your USP, make sure to place it near the beginning of your content and then back it up with statistics and success stories.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Use Social Proof<\/h2>\n

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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Kvell Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Including social proof<\/strong> on your \u201cAbout\u201d page can significantly increase conversions. When we\u2019re uncertain about something, most of the time we make decisions based on similar experiences others have had.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Testimonials and reviews<\/strong> have an immense impact<\/a> on everyone\u2019s buying decisions. Especially online.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Just think about the last time you purchased something on the internet. You almost certainly did some research to check out what others thought of the company and its products or services before you threw down your hard-earned money. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Recommendations from existing customers<\/strong> not only help support the claims you make on your \u201cAbout\u201d page but can also nudge an indecisive prospect in the right direction and land you a new client.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Reliability is a key component when it comes to building trust with new clients. And if you prove yourself to be trustworthy, that will tremendously impact your business growth and increase conversion rates.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Do A\/B Testing<\/h2>\n

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\n \"\" <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]The purpose of A\/B testing is to make a comparison between different versions of one piece of content in order to find out which variant performs better and converts the most<\/strong>.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]To run the test, first decide how you want to split your traffic. If, for instance, you\u2019re running a test with two page variants, you could assign equal traffic to each page. Once you do that, keep an eye on the results over a certain period of time to discover which version works best for your brand. Run tests for a few days or a few weeks, but what matters is to make valid conclusions, so make sure not to rush things. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]A\/B tests are of the utmost importance for conversion optimization and for understanding just how efficient potential modifications would be. You may even want to run multiple tests before you make your final decision on which parts of the page need to be tweaked in order to boost conversions, which, after all, is your ultimate goal. [\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Optimize for Search Engines<\/h2>\n

[\/vc_column_text][vc_column_text]Naturally, you want your content to appear among the top search engine results for your industry. This is by no means a simple task. SEO is a complicated matter and takes time and knowledge to do correctly. And while most of your SEO efforts will probably be focused on your website\u2019s home page, blog posts, and other more relevant pages, you should, at the very least, understand and apply the basics of SEO<\/a> to all the content on your site, including your \u201cAbout\u201d page.[\/vc_column_text][vc_empty_space height=”81px”][vc_separator color=”custom” accent_color=”#f0f0f0″][vc_empty_space height=”50px”][vc_widget_sidebar sidebar_id=”banner-seo”][vc_empty_space height=”28px”][vc_separator color=”custom” accent_color=”#f0f0f0″][vc_empty_space height=”80px”][vc_column_text]<\/p>\n

Mix It Up<\/h2>\n

[\/vc_column_text][vc_column_text]You don\u2019t want someone to click on the link to your \u201cAbout\u201d page just to be met with a giant block of text. Unless your goal is breaking the bounce rate record, that is. Luckily, there are loads of little details you can add to your \u201cAbout\u201d page to make it visually appealing and unique. [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]For starters, it\u2019s a good idea to break up the text into smaller chunks<\/strong>. You should also think about adding images or infographics wherever it makes sense.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Lately, you might have noticed that many \u201cAbout\u201d pages include an introductory video<\/strong>, usually before the textual content. This is more than just a great way of grabbing your visitors\u2019 attention. It can also help boost your ranking<\/a> on search engines. Just make sure to keep it short and be succinct.[\/vc_column_text][vc_empty_space height=”50px”]

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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Sweet Jane Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]You might want to consider adding a timeline of your company\u2019s history<\/strong>. If you do, make sure to accompany each milestone with a short description and an image. Learning about your path to success will be far more interesting if you add visuals.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]If possible, weave in some numbers, too. Precise statistics<\/strong> will show people just how much they can benefit from your services and products.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Your \u201cAbout\u201d page should also include a<\/strong> Call to Action<\/strong>. You want to invite people to take the next step on their buyer\u2019s journey, so try to find what works best for your audience. Test several CTAs until you find the optimal one.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Don\u2019t forget to add<\/strong> social buttons<\/strong>. You want to stay at the forefront of your visitor\u2019s mind, and what better way to do that than to engage with them on Instagram, Facebook, or Twitter? This can also help increase the visibility of your business and it raises the chances of people sharing your content.[\/vc_column_text][vc_empty_space height=”50px”]
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\n \t \n \"\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”8px”][vc_column_text]Tahoe Theme<\/a>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Last but not least, include a link to your contact page<\/strong>! Once everyone realizes just how much you rock, they\u2019ll want to get in touch with you as soon as possible, so make yourself easily reachable.[\/vc_column_text][vc_empty_space height=”68px”][vc_column_text]<\/p>\n

Let\u2019s Wrap Things Up<\/h2>\n

[\/vc_column_text][vc_column_text]Now that you know how to write a rocking \u201cAbout\u201d page, you stand a way better chance of achieving your goal and creating a page that converts. Remember, your \u201cAbout\u201d page is one of the most important parts of your site, so give yourself enough time to think things through and plan your approach. And even if you don\u2019t hit the nail on the head the first time around, you can always refine your text and tweak it to perfection. Keep an eye on your analytics and make sure to only improve the elements that aren\u2019t working. Stick to this strategy and you\u2019re sure to succeed. [\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

There are no two ways about it: if you want your business website to succeed, you need to know how to write an \u201cAbout\u201d page that will convert regular visitors into returning clients. <\/p>\n","protected":false},"author":4,"featured_media":998,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[29,35],"class_list":["post-996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-business","tag-copywriting"],"_links":{"self":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/996","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/comments?post=996"}],"version-history":[{"count":0,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/996\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media\/998"}],"wp:attachment":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media?parent=996"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/categories?post=996"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/tags?post=996"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}