If you're a creative founder and you're starting to plan the copy for your your website, one of the most important pages to nail is the About page. This page is where you get to introduce yourself and your brand, and it's also an opportunity to connect with your audience on a personal level. Here are 8 key components to help you create a compelling About page that will help you build trust and create that important emotional connection with your audience.
- Start with a compelling headline: Your headline should grab your audience's attention and communicate the essence of your brand. It should be short, catchy, and memorable.
- Introduce yourself: The first section of your About page should be a brief introduction of yourself and what your brand stands for. Explain what you do, why you do it, and what makes you different from your competitors. Share your story and your journey that led you to where you are today. I've written a comprehensive post on how to write your brand message, should you want to go deeper.
- Share your values: Your values are an important part of your brand identity, they also expressly explain how you like to work with your clients. Your values help differentiate you from your competitors and give your audience a sense of what your process and brand stand for. Share your core values and explain why they're important to you and your business.
- Connect with your audience: This is where you get to show your human side. You could show your hobbies, interests, and personal anecdotes that your audience can relate to. Your story: This is where you get to tell your story and share your journey. You can share your background, your experiences, and what led you to start your business. This helps your audience connect with you on a personal level and creates a sense of authenticity.
- Highlight your achievements: This section should be dedicated to your accomplishments and milestones. This is where you get to showcase your expertise and your success. Share your awards, press mentions, your previous clients or stockists and other notable achievements.
- Include a call to action:
- Include a call to action (CTA): This is an important part of your About page. It encourages your visitors to take the next step, whether that's booking in a discovery call, subscribing to your newsletter, following you on social media, or making a purchase. Make sure your CTA is clear and visible.
- Testimonials: POp a few on the bottom of the page. Including testimonials from happy customers or clients can help build trust and credibility with your audience. You can include quotes or videos from satisfied customers, as well as awards or accolades your brand has received. See below for a few examples of CTAs.
In short, your About page is critical, back yourself people. By following these 8 key components, you can create a compelling About page that will help you stand out from the competition and show your potential clients / customers that you align with their needs and values.
- Keep it clear and snappy, 2 - 5 sentences per answer.
- Choose a lovely welcoming headshot or a portrait of you at work or in the field.
- Decide whether you will write in the first or third person? I write in the first person, even though I have a remote team.
- Where are you stocked? CTA = You can find us in The Conran Shop / Waitrose / Whole Foods / Liberty's
- Are you currently exhibiting your work where customers can visit? CTA = Pop into our exhibition at 8 Holland Street
- Wholesale: Are you looking for galleries / shops to stock your product? If so, what’s the best way to get in touch with you?
- Are you on the hunt for new brands to stock on your website? CTA = Get in touch to send over your line sheet.
- Sign up to a newsletter: CTA = Stay in the loop and sign up to our newsletter.
- Are you growing your social following? CTA = Follow me on Instagram, Dribble, Behance, LinkedIn etc.
If you have any questions get in touch OR if you know you are ready to embark on getting a new website for your business, book a complimentary discovery call.