Writing your About page is so much more than giving a brief overview of your or your company’s history. In fact, the About page on your website is one of the four most frequently visited pages on websites, making it crucial to fill yours with impactful content — not just a timeline of how your brand came to be. Below you’ll find 5 mistakes to avoid when writing your about page, as this content is a chance to make a true connection with your readers and another way to communicate the value of what you do for them.
We’re here to help you craft content that will serve both your brand and your readers. Create an About page that works for you by avoiding these 5 common mistakes.
Avoid long-winded About content.
Your initial instinct here may be “length = qualification” and because of that, you feel you need to write lengthy content to prove yourself and your experience. This is a mistake you MUST avoid! Keep your About page content concise and effective. Good About pages are simple and straightforward. Identify the key points you want to communicate, and ensure they will be your reader’s key takeaways.
Don’t oversell yourself on an About page.
Authenticity is the most valuable characteristic to communicate in your About copy. Be honest and transparent in your experience and expertise –– it will go a long way! Don’t oversell yourself as an expert in something you’re not qualified for. That can (and probably will) result in biting off more than you can chew and —unhappy clients. Instead, incorporate examples of your core service offerings and the benefits of these services into your copy and link to your services or portfolio page. This is a great way to show examples of your work without overselling yourself.
About page content isn’t only about you.
Don’t get us wrong, your About page is your time to shine. But don’t shine too much. While this content is giving site visitors a breakdown of you or your brand’s background, you should keep in mind that the content is still there to SERVE THEM. Write the content as if you’re speaking directly to them, utilizing benefit language to communicate what you’re offering to your clients and what makes you rise above competitors.
Dig deep, get creative and avoid stale About page content.
This is your chance to channel your inner storyteller. On an About page, you don’t have to lead with facts. Actually, we recommend that you don’t. Instead, write from the heart by sharing a story or anecdote that sums up who you are and why you’re in the business of helping clients. Use this opportunity to incorporate your clients’ language, pain points, and tone of voice to make an emotional, personal connection with your audience.
Avoid CTA-less About copy.
The goal of the content on your About page is to inform, make a connection and sway users to act fast. The best way to keep them moving down the sales funnel? Calls to action!
Incorporating buttons or hyperlinks to different pages is a crucial part of getting site visitors to convert. Your CTAs can be a button to meet your team or to learn more about service offerings like we have on Carter House Copy’s About page, or it can be a contact form to fill out. If applicable, you should also add links to relevant social media accounts like LinkedIn, Instagram, Facebook, TikTok –– wherever best speaks to your audience and represents your brand or service offerings!
Writing About copy is more than a bio or your brand’s history. It’s a chance for you to tell your story. Be intentional with this content, as it’s your chance to prove your experience and generate interest in your brand. We hope these 5 mistakes to avoid when writing your about page come in handy soon!
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October 4, 2021