Here’s a fun exercise: Log into the Google Analytics account for your company website and see just how much traffic you’re getting in your ‘About’ page. Chances are, this is one of the top two or three most-visited sections of your site—and not without reason. Place yourself in the shoes of your customers and potential clients: When they stumble across your company website for the first time, they want to get some sense of what your company does and what it stands for, and the ‘About’ page seems like the ideal destination for doing just that.
In other words, the ‘About’ section of your website is one of your best opportunities to make a positive first impression. As such, the best ‘About’ advice we can give you is this: Don’t blow it! Make sure your website has a strong ‘About’ page that tells the story of your brand in a truly compelling, narrative form.
The Grammar Chic, Inc. team has written website content—including ‘About’ pages—for innumerable companies. We’ve developed some tried and true strategies, and we’ve distilled them into a few quick tips.
Know What You Stand For
The strongest ‘About’ pages are the ones that truly tell a story—the story of your company. They provide the reader with some sense of who you are, what your company’s mission is, and what values you uphold. So: Who are you? What are you all about? What is your corporate identity? Before you set pen to paper (so to speak), it’s critical to have some sense of what your company really is—of what your story is.
It’s Not About You
We call it the ‘About Us’ section, sometimes, but in truth, it’s not about your business at all: Rather, a strong ‘About’ page is all about the reader. Frankly, a first-time visitor to your site does not care about the full, exhaustive history of your brand. He or she cares about the benefits you can offer, the value you can provide. In telling your story, then, keep it benefits-centered, and make sure the reader can see where he or she fits in.
On a related note: As a business owner, you can likely talk about your business at some length. You can go on and on—but the ‘About’ page is not the place to do it. There’s not necessarily a specific word count to shoot for here, but do remember that readers just want a quick synopsis of your brand—not its entire life cycle put onto the page.
Kill the Fluff
Meaningless words and expressions have no place on your website, least of all on the ‘About’ page—so get rid of superlatives like ‘best,’ ‘greatest,’ and so on. These don’t convey anything specific, and they don’t help you stand apart from your competitors. While you’re at it, also get rid of industry jargon and buzzwords, which add little to the reader experience.
The bottom line, really, is to tell the story of your company in a way that conveys real value and benefits to readers—a story that casts your company as the best answer to their problems or concerns. To learn more about how this can be achieved, contact Grammar Chic today: Visit www.grammarchic.net or call 803-831-7444!