The About page can be a challenging piece of writing for many PR pros as it presents a mix between a professional bio and a compelling pitch. Whether it’s for a brand, an individual or even yourself, the About page is without a doubt one of the most important components of a website. It’s the first place potential customers will go to get a good sense of you. And, no pressure here, but you have only a few words to impress them and convince them to stick around.
Here are some tips for crafting an About page to be proud of.
It’s not about you
Confused? Even though the page is likely titled “About Me,” it’s not really about you – it’s about your key audience. Put yourself in the shoes of audience members – what do they want to hear? They’re in the market for your services, so use this opportunity to pitch them just as you’d pitch a reporter. And speaking of page titles, stick with what works – “About Me,” “About” or “About Us.” This probably is not the place to get creative – people need to be able to find this page quickly. Their search will be derailed if they don’t make the connection between your quirky title and the information they actually need.
Display your unique voice
The About page is a wonderful opportunity to display the unique facets of your personality – or your brand’s personality. Let the brand’s voice shine through your writing, and feel free to infuse it with humor and informality. Readers want to connect with you, so provide them an avenue to feel like they can get to know you (or your brand). Avoid corporate jargon, overused buzzwords or tired clichés. How you talk about yourself – or your band – is just as important as what you’re saying, so make it good.
Tell a good story
The number one rule? Keep from being boring. No one knows better than you what makes you – or your brand – unique. Answer questions your audience wants to know about – what are your values? What journey led you to where you are today? This is the place to share an interesting story that will help you stick out and be remembered. Don’t be afraid to share some personal and/or fun facts, too.
Don’t forget a picture
This speaks for itself, but make sure there’s a good-quality photo of yourself or your team on the About page. People respond well to images of human beings, and they’ll certainly feel more comfortable if they have a sense of who you are. If a potential customer or client wants to hire, refer or recommend you, they’ll need to put a face to the name. Give yourself every advantage you have, including a nice, smiling photo of your face on the About page. Feel free to add video here as well – but there should be a stationary photo elsewhere on the page.
Keep in touch
Similar to the above advice about a picture, the following seems obvious. Yet how often have you visited a site and wanted to contact someone as a result and couldn’t? So, be sure to provide readers with adequate contact information so they can get in touch with you. This means links or buttons to your Facebook, Twitter, Instagram, LinkedIn and Pinterest pages, an email address and, if the situation calls for it, a physical address and/or phone number. Nothing is worse than having to do a deep Google search to find the contact info of someone you need to connect with, only to come up short.
Amy Lecza is senior content marketing lead at All Points Public Relations.