Writing the “About” Page

The “About” page is standard, right? Few websites you’ll see don’t have one. One problem, especially for businesses large and small: writing the about page tends to refocus the lens on you rather than your customer. So how can you strike a balance that doesn’t risk losing your customer?

Tips when writing your About page:

  • Keep it short–the stuff about you and your business’s history. An exception is if you have a good story to tell and can integrate some benefits into the mix, such as how your business has benefited customers over the years or how your company’s growth has proven advantageous to customers, has continued to provide customers with better solutions, etc. …you get the drift. Spin it in the interest of your audience.
  • Use different types of content such as video or images
  • Avoid vacuous mission statements–these sound corporate, cold, and empty.

Customer Rule: Mary Jane Customer responds to copy that talks directly to her, reveals solutions to her problems. She will get bored in NANOseconds if all you want to do is drone on about yourself (your business). Very unattractive under any relationship standards.

A couple of examples of online companies that handle their “about” content with more concern for customers:

Zappos.com: Zappos doesn’t have a formal About page. In their fat footer they have placed a short paragraph about the company, very brief and not overwhelming to the page. Just below this they have placed a nice little customer testimonial, which immediately refocuses to the customer at the same time it’s a big pat on the back.

example of zappo's about statement

Hipmunk.com: Hipmunk’s About page is focused on what the company does to make travel booking less agonizing for customers. Then they post their names — it’s a short list, with highlighted industry credentials, and in a couple cases– humorous job roles.

hipmunk's example About text

 

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