You know you have an absolutely killer product or service, but you’ve been at a loss about how to do it justice with the — let’s face it — “blah” description on your About page.
Do you find it difficult to make your business sound compelling on “paper”?
If so, you. are. not. alone.
When I shifted careers from daytime TV producer to digital content createur for large and small businesses, I noticed a majority of my clients’ website content was long and dull. Yet, when I’d pick up the phone and (very nicely!) interrogate them about their product or service, I’d discover a gem. Suddenly, I’d discovered ways their magic and was able to spin it into compelling copy. But none of that magic was on their website.
I’m telling you, every business has an intriguing story to tell. The problem is, most don’t know how to reflect that in the content they put out there.
In comes my mission: I help businesses capture that stardust I come across so often in personal conversations with the owner and reflect it in their key messaging online.
And that’s why in this blog post, I’m sharing my secrets for how YOU can write a kick-ass About page that makes your business truly stand out.
Why Your About Page Is So. Dang. Important.
First impressions count for a lot — and never before in history have you had to fight so hard to stand out from the crowd! As a business you basically have less than 15 seconds to fulfill the following objectives with your About page, otherwise your visitor is going to bounce (literally... have you checked your bounce rates lately?).
Here’s What Your About Page Needs To Do:
Communicate what you’re all about (what’s your business’ special sauce?)
Establish a jump-off point for the rest of your content (what can they expect from you?)
Make your customer feel something (hope, excitement, intrigue, heck even fear would be better than numbness)
Your About page is often the first thing people will read about you, and so much of your content will stem from this main idea. If you can tell your story in a relatable, conversational way that enables your reader to feel an emotion in connection with your brand, you’ve scored — that person will ALWAYS remember you.
Consider your About page the foyer of your website; it will determine whether your visitors will choose to step into your “home” and stick around for a while. As such, you’ll want to make this foyer of yours as inviting and charming as possible. Wondering how?
In my next blog post, I’ll be going in-depth on the 4 ways your website content is letting you down. Sign up here to be the first to read my latest blog the moment it’s released.
Psst! When you sign up for my mailing list, you get a FREE checklist download I’ve specifically cherry-picked for you (and regularly use with new clients) along with the 4 most common FAQs I get regarding making killer About pages. What’re you waiting for? Do it to it.
Need help writing a kick ass About page?
I help shine a light on what sets you apart from the crowd.
