About pages on your website are a critical piece of any site. You know that especially if you build WooCommerce sites for clients. But often you may neglect your own about page. And since it can be a high-visited page, you want to make sure you are on track.
No matter if you what WooCommerce product or service you are building, make sure your About Page is doing its job.
5 Tips to To Boost Your About Page
It will take time and thought, but it will pay off in the end.
1. That first paragraph is so important.
In copywriting, this is called big idea. You lead with this because it is your most important stuff, the reason your shop exists. Include only what is relevant. How do you decide what is relevant, you say?
Go back to the big idea.
Who are you? Why are they selling these services or products? If products, what credibility do you bring to the table? This could even be a short backstory. Story-telling is great (see #5).
What it leads with will be what your potential customers or clients remember most about the people behind the product or service. Make it count.
2. Carefully consider 1st person vs 3rd person
Even the experts disagree on this one. Just remember this rule: 3rd person (talking about the client as if they were another person ( Bob… he…) is more formal and puts distance between you and your customer. (Picture your visitor reading a book about them (3rd person) vs sitting down on the couch to chat with them (1st person.)
First person (I this…I that) brings you closer to your customer and just feels more cozy.
The decision is yours. On smaller sites, I tend to favor first person because the very nature of who runs it is personal. And we usually get a peek at the person and get to hear their unique voice.
Weigh the size of your team or staff and who you are introducing to determine which is the best route for yourself.
3. Flex the ratio of personal to professional
Many bios keep with the 80-20 rule (80 percent focusing on business and 20 percent fun, personal things). But keep in mind that your site and what you sell should be in some way be reflected in that bio.
There are many facets to the personal side of you. Pull the ones that make sense as a good fit for your offerings. Don’t ramble or throw in unrelated facts about yourself.
In the end, rules are meant to be broken is they work.
4. It’s about what you are selling
Remember to never sway from your main purpose. And that is your products or services. The balance between what people want to know about you and their interest in buying something from you is a fine line. Don’t muddy it.
5. Tell your story
A brief look into the back-story is perfect for the about page. That way it can be further expounded on in other mediums such as their blog, video and social channels.
6. Most importantly, stress the fact how easy it should be for someone to contact them
You know this as a builder. It comes second nature. But again, we don’t always practice what we preach. Just make sure they can connect with you at the opportune time.
Myself, I have left sites because of the lack of or a very generic or poorly written about page. In other words, they lost my sale. Just keep that in mind.