What about the ‘About’ page?

Hi, I’m Geoff. Nice to meet you.”

“Hi, I’m Dan, likewise!”

So, what did you want to kick off with? Tell me some more about your company.”

“Hmm, I don’t think I will. I’d rather dive into what we can offer you. Our products will transform your working day, shaving hours from your workload.”

Right, but what about your company and you? How long has the company been going for? Have you been doing this long?

“Again, I don’t want to share that info. All that really matters is how good our services and products are – you won’t regret partnering with us.”

Ah, but you see – I could. Because I don’t have the first idea about your company. So I can’t trust you.”

The above simulated conversation may be a little awkward, but it does a pretty good job of exhibiting the importance of an ‘About’ page on your site.

Because it’s the one place you can tell people about your company. It’s the primary page where building trust and rapport are the sole objectives.

Gary Coleman, from the US sitcom, Different Strokes, utterin his famous catchphrase, "What'chu talkin bout Willis?"

First and foremost, without an About page, your entire website will be blackballed by search engines. It’s a pillar that Google and its brethren will look for and without it, you can kiss goodbye to being found anywhere before the tenth page of results.

But the main point is, your about page is where you tell people about you and without it, your company is just another faceless entity, looking to squirrel funds away from people.

It doesn’t have to be long. But you do need to add a touch of humanity to it. Make it personal. Tell people what you can do and HOW you managed to be able to position you and your company in that way. When did you start? What do you value above all else?

And what can a client expect if they opt for you?

Don’t forget to add in a few backlinks so when they’ve finished discovering more about you, they can continue their journey on your site, perhaps to a product or services page, maybe a case study or two – maybe even to the contact page.

An About page is often neglected – but do so at your peril. It matters so much more than that.

For more copywriting tips and tricks, you can pick up my book, ‘The Core of Copywriting, for less than £5, here.

Or, you can contact me and we can talk about how to drive your business forward, click the button!

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