You have your new website and you want to go live as soon as possible, but you still haven’t written that About Page copy. You’re stuck.
Not surprisingly, this is a common problem for many businesses.
Your about page not only needs to sum up your business, but also communicate your message, your product, and which direction you would like your audience to go in. And no amount of spinning buttons or parallax scrolls will keep them on a site if you cannot communicate why they should be there in the first place.
Engaging content is crucial to your website’s success. These days we are bombarded with so much information that our brains filter out the majority of it. According to Chris Bailey’s book “Hyperfocus”, our brain received around 11 million “bits” of information (sensory or otherwise) per second. But we can only consciously concentrate on forty! Not forty million, or forty thousand – just forty.
If you cannot get to the point and solve your viewers problem quickly, they’re going to jump ship and look elsewhere.
For us business owners, it’s so easy to get distracted and derailed in telling our story and trying to convince our audience to follow us, stick with us, buy from us, that the real reason why someone has come to our website gets lost.
They are on your site to solve their problem. Not yours.
So when it comes to crafting engaging About Page copy it’s important to be clear, concise and approachable.
Below are some examples of businesses who have spent the time and energy in crafting business building About Pages to get you out of that “Stuck Rut”.
Four "About Pages" to inspire:
Why it works: It tells a story
Stories are memorable and we are naturally drawn to good stories because they are engrained into our very being. People want stories – to entertain, to learn and most importantly to share. If you have a story to tell make sure you use emotive language that builds trust between yourself and the reader. Throw that year 8 English class stuff out the window!
Why it works: It showcases personality
Nothing is more powerful these days when it comes to building quick and lasting relationships with people online than video. All you need for this method to work is a short script, a camera phone, some simple (and often free) movie editing software (like iMovie), and an internet connection!
If you want to stand out from the crowd, video is the way to go.
3. I Shot Him
Why it works: It breaks the mould
This about page is simple, clean and straight to the point. They successfully communicate their core products as well as their team members using straight forward language. The design is minimal and effective and because of this the brain doesn’t wander and get lost in the page.
4. 8 Hour Day
Why it works: It’s human
Another design studio, but I love love love this page so much I had to include it. Again, the formula here is clean and straight to the point. I also enjoyed the way they experimented with website convention and added their contact details to the bottom of this page. Awesome.
The copy is real, flexible and unscripted and the images relaxed and semi-casual. Together, this page focusses on the people behind the brand.
Goodluck! And don't forget, you can always share this post ;-)
My name's Erin and I'm the owner and designer here at Designing Simple. I'm a massive believer in self-empowerment and surrounding yourself with like-minded people. I love the beach, coffee and lazy Sundays.