How often do our potential customers come to us and invite us in? That’s exactly what happens when someone visits an about page, they are asking us to tell them more and most of the time we blow it. We spend billions of dollars and countless hours every year trying to get people’s attention and yet we do an average job at best in the one place they come looking for us.

Your about page is the potential customer’s first step on the journey to becoming an actual customer. They are showing up there for a reason, willingly giving you their time and attention. They are asking to know more. It’s your job to give them a reason to come back or stay.

The purpose of the about page is not just to give information, it’s to help people to understand if you are right for them, simply listing facts about your company won’t do. Think of your about page as part of your marketing strategy and not just a placeholder on your website.

Then ask yourself the following questions before you begin editing yours:

• What’s the purpose of this page?
• Who is it speaking to?
• What does it have to do?
• How do I want people to feel when they read it?
• What do I want them to do while they are here?

Here are some tips for writing a more compelling about page to get you started.

Image by Major Clanger.