How to write an about page for your small business

How to write an about page for your small business

For most small businesses your website's about page is going to be your most visited page - so it's a valuable page that deserves you taking some time over.

Here are my tips on making the most of your about page for your small business:

1. IT'S NOT JUST ABOUT YOU

Consider your small business 'About Page' like that first conversation you have when you meet someone new. You don't just stand there and tell that new person everything about you and how fabulous you are. You ask questions, you try to find some common ground and share an experience with that person. Your small business About Page should do the same. Don't try to hard to sell, try harder to start a conversation.

2. SERVE YOUR CUSTOMER

Many businesses fall into the trap of story telling their business on their About Page and whilst it needs to tell your client a bit about your small business, what it really needs to do is show them what you can do to help them. 

3. TALK TO YOUR AUDIENCE

Define who you are talking to on your website. This applies to all your website but especially on your about page. By knowing who your customer is and who you are there to help you can talk directly to them. By being so focused you can make them feel reassured they have found the right business for them and increase their likelihood of exploring the site.

4. BUILD TRUST

To encourage visitors to buy from your business show them your values and demonstrate your way of working. And rather than bragging about your expertise, build trust through shared experiences and customer quotes. By sharing feedback from your satisfied customers you will encourage trust and confidence on what your small business has to offer.

5. SHARE YOUR STORY

As a small business don't be afraid to get a bit personal on your about page. Share your story, explaining why you are in business and how you got where you are is a great way to build connection and differentiate your small business. A little back story linking to why you're in business and what makes you good at what you do can work wonders in giving people an understanding of how you work and what you would be like to work with or buy from.

6. SHOW THEM WHERE TO GO NEXT

Make sure you show your visitors what you would like them to do after they've arrived on your About Page. Perhaps you have a blog post you are keen they read, a new collection of products to highlight, a quiz to take or an email list to join? Whatever you want them to do after visiting your page be clear and provide an easy way to take the next step with a route for them to act upon.

Good luck writing those pages

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