Writing an About page for your website can seem like a daunting task for any small business owner. Perhaps you don’t know how to ‘be you’ when you write, you find self-promotion excruciating or you’re too close to your business to write concisely and purposefully about why you do what you do.
Your About page is one of the most visited pages on your website so it's important to have powerful copy that tells people what you do and shares your vision and values. Let me guide you through four common mistakes small business owners make when writing an About page and how to avoid them. 1. It’s all about you Believe it or not, your about page shouldn’t be all about you. No, really. It’s great to share your story, values, training or qualifications, but how do they benefit your audience? Your About page should primarily be about how your products or services can help people. When you talk about your skills or experience always relate them back to how they make your product or service better and how this will help your customers. Then link to your testimonials or blog posts to show your audience your expertise. 2. You’re not considering your audience Think about who your ideal customer is before you write and don’t try to appeal to everyone. Consider their biggest problems and how you can solve them, then create content to suit. Choose words and language as if you’re talking to a friend without jargon or industry-speak. Make your copy as conversational as possible to help your audience get to know and trust you. 3. It’s not clear what you do Be clear and concise about what you do to get the most amount of information across in the least amount of words. Ask yourself, am I telling people the things they need to know? Will this information make them want to choose to work with me and my business? 4. You’re not showing your uniqueness Does your About page showcase your personality? Formal and stuffy About pages are boring to read and rarely inspire people to buy. Don’t be afraid to embrace your uniqueness and allow your audience to get to know the person (or people) behind the brand. If you stand out from the crowd, ‘your people’ will want to work with you. ⠀⠀⠀⠀⠀⠀⠀ Need more help? Book a Copy Coaching Call to nail your About page content or hire me to write it for you - saving you heaps of time and effort.
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