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  • Writer's pictureSarah Turnbull

About pages and how to write a zinger!

99% of About pages I see out there focus on company background – the how, when and where the company was formed. They also often include a personal introduction and an individuals’ background, particularly if it’s a small company.

But I’m here to tell you a secret – your target audience doesn’t care! Brutal that, isn’t it? This kind of gumf bores readers to tears!

Woman looking frustrated sitting at a laptop

Think about it, when you’re on someone’s About page, do you read through paragraphs and paragraphs of irrelevant background? Are you actually interested that they’re married, have 2 kids a dog and a guinea pig?!

Does the fact that they started the business around the kitchen table actually have any significance on your life? I’m thinking the answer is probably no!

What would happen if that About page was about YOU and what this company will do for you to make your life easier, better, happier or richer? You’d probably read on, right?

The same applies to your website. Don’t make your visitors read through a load of irrelevant history, they simply don’t want it! And don’t waste the space – use it.

Your About page is super valuable real estate on your website. It’s a sales page! Tell your audience that you understand their pain points (and whatever they are). Tell them you’ve got their back. Tell them that you’re here to help!

By identifying your audiences’ pain points, you’ve started to build a bond with them. Next stage is to tell them how you’ll help… how your product or service will make that pain disappear. Put those two pieces together and you’ll be 90% of the way to converting them.

You’ll also be miles ahead of your competitors and their stories about little Johnny and his baby sister Eliza. #BORING

The quote by Leo Burnett, the acclaimed US advertising executive, sums copywriting up perfectly:

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun.”

I’ve got one more. “Make it about THEM.”



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