Your About Us page is one of the most important on your website. It's also one of the most neglected pages on many websites. That's a shame, when a professional About Us page writer can transform yours from one long yawn to a power-packed, engaging selling page.
If you want to know how to improve your website, this is a great place to start and an easy win to differentiate your organisation. And if you don't have the time, the specialist writing skills or the inclination to make more of your About Us page, I can help. We should have a chat...
Too often, when I set out to rewrite a website, I find an About Us page that lacks personality, originality and flow. You've probably seen them too, the ones that begin with something like ' At XYZ Co we specialise in...' What follows is often a mass of random information (maybe copied and pasted from the company brochure or profile). Have you ever noticed how easily one could exchange the name and location for any one of thousands of different organisations that are 'passionate about customer service', 'committed to offering value' and 'operating at the leading edge of such and such a technology'?
Alternatively, someone has had the bright idea of dispensing with copy and has dropped in a video. Yes, videos are important (increasingly so with Google's recent changes), but remember that your site visitors will almost certainly look for words to learn about you and decide whether they like you. Is that important? I think so, given that for all of my working life, 'people buy people' has been a constant. And if you've got a spacial claim to credibility, like SEO book author Andrew Mason, of Mowbray SEO, words are a great way to get the message over.
As with so much website writing, About Us pages typically miss the opportunity to be warm, friendly and human and show some personality. Look at a few web page examples and see how many say 'ACME Corporation does this', 'our clients do this' or something similar?
The web is changing and so is website writing. Nowadays, instead of being aloof, cold and corporate, even B2B writing is more conversational, more akin to the way you would speak to that buyer or director if you were sitting across the table from them in the pub. Try using 'we' and 'you' (with more of the latter, given that 'You' is one of the five most persuasive words in the world). Use sentence fragments for punchiness too. And forget what you were told about not starting sentences with and or but. That's old hat. And it makes better reading if you break the old 'rule'.
How long should your About Us page be? That's simple and it's the same as pretty much any piece of online or hard-copy writing. When writing an About Us page it should be as long (or as short) as it needs to be to tell your story properly. As direct mail and landing page copywriters have always known, it's amazing what someone will read if it catches their interest. And if it consists of short sentences (aim for an average of 15 words per sentence) and short paragraphs with engaging subheads and pull quotes. Bite-sized rocks on your About Us page as everywhere else on the web.
Speaking of storytelling, here's another communication tool that's been around for a few million years or more – since the first humans sat around the campfire at night and exchanged tribal tales, laws and mores. We love stories: as humans they're a key tool for making sense of our world and our experiences. From infancy to old age, great stories are guaranteed to engage and persuade. Try telling one on your About Us page. Share the story behind your business, its name, its motivation and its customers' expectations. Everyone loves a story.
Show yourself, your team, your business premises, your vehicle fleet or the managing director's dog! Make the pictures interesting, however, and use a skilled commercial photographer. Makes sure you also state your name, the name of your business and how to get in touch clearly on your About Us page. You're not replacing your Contact Us page, but complementing it. And remember to tell your reader what you do.
How about repeating your elevator pitch? Here's mine:
'I'm Al Hidden, Gloucestershire Copywriter, and I craft the words you don't have the time, the specialist skills or the inclination to write yourself. I work mainly for businesses and individuals in Gloucestershire and surrounding counties, specialising in marketing, website/SEO and technical copywriting, as well as PR writing and client case studies. Whatever I write, I get business copywriting off to-do lists and out in the market where it can work hard for my clients.'
And finally, to what is probably the commonest mistake we see when we look at About Us page samples. As well as making it very obvious where on your website it is, please remember that, ultimately, your About Us page isn't about you. It's about your site visitor, your prospective customer. It's only About Us in so much as it explains what that means for your reader.
If this all sounds like a lot to remember or put into practice, I can help you. Your About Us page is too important to leave to any old about us page generator. If you're stuck for About Us page ideas, or you don't have the time, specialist skills or inclination to write, I'll help you create a page with all the attributes we've discussed.
Call me on 01242 520 573 or email me
Do you need to get writing about watches off your to-do list? Click the image below...
Watch Industry Copywriter for the Uchi Horology Series of timepiece art prints and clothing
Harness my experience in aerospace, aerospace tech pubs and aviation copywriting. Click the image...
'Engaging copy...more web enquiries...excellent results...pure genius as always.' – see what my clients say
Take a copywriter for watch companies (me) Then mention 'Baselworld'. Here's what it's all about – from A to Z...
They're a powerful write-once-use-many-times way to get customers to sell the benefits of your products and services in their words – learn more here
Projects for clients facing similar copywriting challenges to you – read more
Experienced copywriter seeks more engineering copywriting opportunities – read more
Experienced copywriter seeks more helicopter-related UK writing opportunities – read more
How to guarantee your next flight is on an A380 superjumbo https://t.co/0mBmt6GW1X via @@TelegraphTravel
To get watch lovers into the mood for Baselworld 2019 – my A to Z Review of Baselworld 2018 https://t.co/0UOuTmk2za
The Craziest Car Commercial Of The 1980s Involved Launching A Car Off An Aircraft Carrier And Strapping It To A Sub… https://t.co/dews1JSPnv
Lot's of new examples of my work as a case study copywriter – https://t.co/xw5MbeEMk4
Updated page about my work as copywriter for the watch market https://t.co/3BvsUh0UbX
You missed my October 2014 Business Kitchen mini workshop in Cheltenham? Read the handout notes...
Could you use some of the writing that engages Gloucestershire readers of The Local Answer? Click here to get in touch...