Did you know that the About Us page is the 2nd most visited page on most websites, second only to the Home page?
You've likely observed that the About Us Page comes standard with website design templates.
But have you given it the consideration it deserves?
Here's the thing...
Over the decades, our shopping habits may have evolved, but our human brains will forever be wired for stories and connections. I remember the days when the only way to shop was in person at a local store, where I knew the shop owner, their kids, their family, and their cat. That personal connection helped me trust them and made me happy to do business with them!
The truth is, we still crave that human connection, even when shopping online. Wise shop owners like you utilize this vital page as an opportunity to connect meaningfully with your audience. Tell them who you are, how you can help, and why they should trust you.
It should be easy then, right?
After all, you know your story and the story of your business!
But often, when you sit down to convey your story through words, you suddenly get a bad case of MIND NUMBING writer's block.
Penning this vital page can be frustrating, to say the least. Often, that frustration leads business owners to publish the bare minimum required to get it done and simply stop at 'good enough.'
Why stop at good enough when you can have a page that is GREAT?!
The difference between good enough and great is a deep understanding of your product and offer combined with a thorough understanding of your ideal customer. So you can answer the top questions the reader may have while at the same time making this page about them.
Tricky right??
A great About page may include some of the following elements:
First thing (before you talk about yourself), start the page by highlighting a pain point that your ideal customer is experiencing, followed by a statement to ensure the reader that they are in the right place so that they feel understood and will want to know more.
For example, A nutritionist may write, "Want to end sugar cravings for good?" "You are in the right place!"
Solve a problem for your reader. Think, why would someone be looking for my services? Use empathy to let them know you understand.
If possible, use storytelling. People love stories, and storytelling adds warmth and a human element to your reader's experience. Talk about where you began, your journey, and your inspiration.
Incorporate your values. What do you stand for? Is there a specific mission or cause that you support?
If applicable, incorporate a stat/fact, a client testimonial, or a recommendation.
Showcase your authority, but don't be braggadocious. Remember that it is about your clients and how you help them. Keep the tone about facts, not hype.
Don't forget to add a call to action. ie, Contact Me/Special Offer/Link to blog
Photos! In short, photography is psychology, making photos an effective tool to reach your reader. Bonus: Images will also improve your SEO.
Most importantly, be authentic!
Authenticity builds trust and has the potential to turn your readers future satisfied customers, clients and advocates!
It's easier to have someone else tell your story…
I am passionate about writing and about telling your story.
I gather all the necessary components and weave them into something wonderful and meaningful to help get you the results you are seeking!
Click the button below to learn how you can get help with your business About Page or See what it's like to work with me. Visit The Writery.