How to Write an Engaging About Page for Your Website

By on Apr 27, 2016 in Blog, Employee Benefits, Employee Benefits, Social Media, Website Design, Website design |

F7OLW2SG0CDoes your About page grab potential clients’ attention or does it leave them yawning? We’re sharing tips on tone, content and format for creating an engaging About page that will make people want to work with your agency today!

Tone

When a potential client reads your About page they should feel like they are meeting you face-to-face for the first time.  You have the chance to make a good impression by adopting a conversational and human tone while still communicating what makes your services unique and superior.  An easy way to do this is embrace the use of “I” and “we” rather than writing from a formal, third person perspective. Your tone should be authentic and relatable while remaining professional.

Content

What should you talk about? Focus on telling your story with simplicity rather than filling an About page with industry jargon or fluffy descriptions.  People want to know where you came from, what you can do for them and why you are a credible choice. Show that you understand your potential client’s challenges and use examples of things you’ve done in the past to let them know you can solve their problems.

Finally, always include a call to action.  What do you want them to do next? Your goal with your About page should be to motivate potential clients to contact you about your services.  Place contact information visibly on the page. Include several ways to get in touch including a contact form, email, phone number and physical address.

Format

Your About page offers a glimpse into who you are as a company – your history, the principles by which you do business and the people who make up your team. It is your first chance to establish trust with a client by showing who the people behind the brand are.  Don’t be afraid to move away from the traditional corporate About page format and get a little creative with what makes your company unique. Include images of your team that put a face to the name.  We like what Brio Benefits has done to showcase their team by incorporating a corporate portrait and a funny, personable candid photo along with each employee bio.  To view their About page, click here.

Think your About page needs a revamp?  Contact us today and we’ll get you started!