Writing your About page!
Do you dread writing your about page yourself? Have you “half-assed” your About page?
The page you’ve written on your website where you think “that’ll do” ? The one that you don’t consider to be anywhere near as important as your products?
Did you know generally speaking the About page of a website is the SECOND HIGHEST visited page? Second only to your homepage. Yeah, wow indeed.
So maybe it’s time to review yours or give it a full makeover!
Here’s some hints on writing your About page
The key goal of your About page is to inform, educate and influence the people reading this often lengthy piece of text.
Steer away from what it is that you want to say, and instead centre the text around what people, your potential customers, actually want to know.
So how do we achieve all of these goals successfully without it sounding like an unnatural pile of keywords?
The great thing about being a maker business, is you have plenty of compelling narratives and interesting tidbits of information to work with.
Not only do you have your brand story, there is also you, the maker and business owner. Your audience would love to know more about both!
Just like most things we do at MGTH, there is a little bit of a framework of sorts that will help you when writing your About page to make sure that you not only connect with your potential customers, but direct them to at least sign up to your newsletter, (or at best, buy something from you!).
Related watching: 6 step framework
So here’s what we suggest you include on your About page when it comes to copywriting content (not necessarily in this order!):
- Your Value Proposition
- Connection to your customer
- Unique Selling Point
- Your Brand Story
- Your best or signature products
- A Call to Action
Often intertwined, these are key messages for your business that will influence a website visitor and how they feel about your brand.
Your About page is the introduction to who you are and what you are about for many people.
To help get you inspired when writing your About Page, I’ve rounded up some relevant details and some spiffy examples from the Australian maker community.
First up, your value proposition!
A value proposition is a simple statement that summarises why a customer would choose your product or service. It communicates the clearest benefit that customers receive when they buy from you.
Your value proposition should speak to your customer’s needs and highlight why your products solve that need.
Organiser extraordinaire Clare from Bon Maxie highlights her brand’s value proposition as the heading of her About page (a great place for it!).
Example: Bon Maxie Value Proposition
“We’re just trying to help you feel a bit more calm.”
This bold statement immediately connects with a potential customer’s problem and the emotion they experience when they feel disorganised. It also suggests they are about to find a solution with Bon Maxie. It’s a great way to begin an emotional bond that creates trust – thus facilitating a purchase.
Second, connecting to your customer.
How you connect with your customer may come purely from the value proposition as I noted above. It may come from the origin story of your business, where a customer can relate to your process, your art, your journey or your inspiration; your “why”.
Don’t forget to introduce yourself. We see so many makers forgetting to include this one crucial connection point, their name.
Amy of Confetti Rebels, an advocate for inclusive fashion and empowering women through statement tees, does an excellent job at connecting with her customers; creating an easy-to-follow thread from her website About page right through to her social media and email marketing.
“Here to spread happiness and joyful apparel
“Hi! My name is Amy.
“I’m a mother, a friend, a creative and what most would call a “pocket rocket”. I identify as a woman, however my apparel brand is inclusive of all people including non-binary, people of colour and people with a disability. Our clothing is of a feminine cut, as that is the style we choose to use, however we are open to take on board any feedback that may allow Confetti Rebels to learn and move forward in our business.“
Third on the list, your Unique Selling Point, or USP.
Now is the time to revisit your Unique Selling Point or Position (USP). Think about how you want to express it specifically in your communication with your potential buyers when writing your About page.
Ultimately your USP outlines how you are different from your competitors and highlights what it is about the product you’re selling that makes you more attractive to customers.
Tamara from Retro Print Revival, a pioneer in the field of merging mid-century modern aesthetics and eye-catching homewares, uses her About page to highlight her USP effectively.
“For Tamara, supporting Australian manufacturers has always been at the heart of her ethos. She sources as much as she can within her community, with the intent of minimising carbon footprint and supporting locally-founded business. “It’s important to me to support our artisans + makers, we source as much as we can right here in Melbourne – in fact in adjoining suburbs to my studio, keeping business within my own community.”
Fourth step, telling your brand story.
Your brand story is the narrative or storytelling component of your business. Those of you who’ve done any kind of creative writing will be able to lean into this process.
For those who haven’t had much writing experience, this is where I sometimes see that “deer in the headlights” face. Again, hang tight, I got you.
Hubspot defines Brand Story very well:
A brand story recounts the series of events that sparked your company’s inception and expresses how that narrative still drives your mission today. Just like your favorite books and movies’ characters, if you can craft a compelling brand story, your audience will remember who you are, develop empathy for you, and, ultimately, care about you.Hubspot
Your brand story is the moment you started and why you keep going.
Having your brand story front of mind is paramount when writing your About page.
Kitiya Palaskas models her business strategy around her personal brand story. She brings her passions into her practice, and her practice into her creative expression. Kitiya Palaskas’ brand story in many ways is Kit the person, which is why potential collaborators cannot get enough of her.
Example: Kitiya Palaskas Brand Story
“I’m passionate about skill-sharing, advocating for more open dialogue around wellbeing issues for creatives, and forever hyping handmade culture, especially in this digital world we now live in.”
Number five, it’s your product’s time to shine.
Remembering that we want our About pages to work for us; highlight your products (with links!).
Bestsellers, or hero products work best. Consider including the details of what inspires you to make your most popular pieces, how you make them, what people love about them. Consider some imagery with this content. Do you have a brief customer testimonial you can include?
Afternoons with Albert is a brand tightly weaved into the founder’s story. Shane, a pilot, designed and created travel accessories in response to a problem he experienced and witnessed personally. His About page takes us along the journey of his product development, highlighting his signature design, along with a strong call to action.
“I create Afternoons with Albert for people who are looking for something more. Their adventure. Their moment. Themselves. For people ready to go. So let’s.”
Last but certainly not least, the Call to Action!
A call to action is an absolutely critical step when we think back to the purpose of your About page.
Remember those scary bounce rates? Here’s your chance to usher your potential customers to the next step on their way to checking out.
Whether it’s “Shop now” or “Read more about my process here” or “Sign-up to my newsletter” ask the person reading your About page to do something. Ask them nicely and it’s very likely they will.
Jeff McCann, a prolific artist and designer, leaves no question as to what the reader should do next if they wish to work with him. He points you in the right direction with a specific call to action.
Example: Jeff McCann Call to Action
“If any of this sounds up your alley don’t hesitate on getting in touch via email. We could also organise a video chat over Zoom.”
Now don’t forget that I also completely understand that sometimes this kind of task feels overwhelming.
Start small, play with dot points and keywords and phrases and build from there.
Join Make Good Things Happen and learn more about each of these six essential steps to creating your own About page in an easy to follow video, hosted by Renée Baker plus a printable 9 page workbook to download that guides you through the process.
Or, if it is really too much and feels overwhelming, I can provide customised support for your business, with consideration to your individual needs through DBP affordable copywriting services.
I will carefully craft an About Page just for you and your website with all of the above in mind, working directly with you to ensure it’s what you’re looking for and that it hits your business goals accordingly.
More examples to have a squizz at to get a feel for what people are doing. Maybe they aren’t all perfect but it’s valuable to have a look and see how it’s done amongst our community.