Write an impactful About web page and increase your leads

July 8, 2014

Write an impactful About web page and increase your leads

Entrepreneurs and small business owners often underestimate the amount of work that goes into creating content for a website.

There’s the landing page that should capture the interest of your audience and contain key words that make it easily searchable and rank higher with search engines. Then there’s the products or services page that should be user friendly and present your offerings in a way that is dynamic and inviting. Yet probably the most important page of all—apart from the landing page of course—is the About page.

Why then is this one of the pages that entrepreneurs and small business owners struggle with the most?

The About page isn’t just about your motivations for starting your business, it’s the place where you connect your passion for what you do to that of your audience. It’s the page where you show your audience what you’ll do for them and why they should buy your product or service. In actual fact it’s about your value in the marketplace.

In other words the About page isn’t about you and your passion for skydiving (unless skydiving is your business), your family life or where you travel on vacation, it’s about finding that sweet spot in your story that connects to the sweet spot in your audience’s story. If you don’t make this connection, then your audience won’t sign on to what you’re selling.

So how do you begin to create an About page?

Here are five ways to write an impactful About page to attract your ideal audience and increase leads:

1. Your audience

Think of who your audience is and what’s important to them. Is it being able to spend more time with family? Wearing comfortable clothes that they can exercise in? If you aren’t clear on your audience—their wants, needs, fears, values—then you won’t be able to write an About page that speaks directly to them. If you whittle down your product or service to a few symbolic words or values, what is it that you’re really selling?

Take the case of Nike. Yes, they’re selling running shoes, but their brand shows that they’re also selling victory, a healthy lifestyle and triumph over adversity. Another example is Lush cosmetics that offers fresh and handmade soaps, lotions, shower gels and so on, that are good for people and the environment. So what people are buying essentially are the “fresh” “handmade” and “green” characteristics of their brand, rather than the cosmetics.

2. Brand attributes

Make a list of your 10 top brand attributes, and then circle the top three.

3. Your service

Now from this list of three, write a first paragraph for your About page that speaks to what you offer your audience. You don’t actually need to use the top three words in your paragraph, but keep them in mind as you write. How will your product or service solve a specific problem for them? How will it make them feel or improve their lives?

4. Bridge-building

After writing the initial short paragraph or two, then write another paragraph that gives some background about your business and why you do what you do, all the while keeping in mind what’s important to your audience. I like to call this the bridge-building paragraph where you find common ground with your audience through a shared experience of, let’s say, struggling with garden weeds, keeping up with emails or finding a good web designer for your business.

5. Your story

Depending on your business, the last paragraph is a chance for you to provide more personal details related to why you started your business in the first place. Include a unique story or defining moment that you think your audience would love to hear, and that is compelling and memorable.

If you stick to the above five ways on how to write an impactful About page, then you will find the process much easier. It may take more time initially to get clear on what it is you want to say, but it will be worth it to you in the end.

Image credit: miguel77 via photopin cc


Lissa M. Cowan

Lissa helps her clients tell authentic brand stories that spark curiosity and engage ideal audiences. For over 12 years she has worked as a communications expert specializing in online content, communications planning and social media strategy. She believes that a great story attracts ideal audiences and creates success for clients. You can find her on LinkedIn and follow her tweets via @lissamcowan.