Day 4 - Write your "About" page

Yesterday, we took a deep-dive look into our past and our future and how they make us uniquely positioned to serve our market. Today we need to get it all out there in an "about" page.

What is the one thing that stood out to you the most when you were writing your story in the Day 3 exercise? This could be the focus of your about page.

But how do we write it?

In our service and product pages, we talk about “you” not “me”. In our About page, it’s time to talk about ourselves for a little while. However, the focus should still be on the customer. Whenever you think about a fact that you would like to include in your about page, also think about why that fact benefits the client. If you won a public speaking award, does it benefit the person who might buy your product to know that? It would if they needed a motivational speaker for an event. It would be less relevant if your service was gutter cleaning.

Before we start writing, consider whether you are a solopreneur (sole proprietor) or a company. If you are a solopreneur, do you want to be the brand of your company? Or do you want to build the appearance of being a company? There are pros and cons to both.

Company

Insulated against potentially negative feedback
More room to grow as you take on employees
Can send an employee or contractor in your place to do work for someone

Solopreneur

Can build a personal relationship with your clients
Easier to promote yourself on personality-focused social platforms like Instagram
Don’t have to explain why the CEO is doing the grunt work

Even if you go with a company profile rather than a personal profile, leave a space for your picture and bio or the picture and bio of senior management. Many companies like to picture all of their employees as it makes the company look more approachable and friendly.

Use the pronoun "we" for a company-focused page or "I" for a company leader page. You can still use “we” if you are a solopreneur who wants to focus on the service and not on your personal persona.

Tone

You can be funny, casual or formal. Whatever tone you choose, it should be consistent across the site and match the brand of the business. For example, a major bank would not use amusing GIFs on their blog posts, but an upstart fin-tech app might.

What's next?

What should people do after reading your About page? Give them a suggestion of where they should go next.

Visit the blog
Sign up for a free consultation
Call you
Go back to the home page
Fill out a contact form
Go to a sales page
Download a freebie

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