Meeow Write About Page Copy

how to write your about page so people trust you

This guest blog is brought to you by Rob Beadle, a freelance copywriter and content coach.

Let’s face it, the Home page gets most of the attention, as it’s like the front door to your small business. But before a customer makes an enquiry or a purchase they’ve got to trust you. And it’s hard to earn trust through your Home page alone. So your About page has a vital role to help visitors get to know you and see why they should trust you.
In this post, I’ll show you how to write your About page with 5 practical tips.

1) make yourself memorable by being human

At the start of my career, I went for a job interview where the first question was “Tell me about yourself.”

My brain hit the big red panic button.

It was such a simple question but I didn’t have an answer. Afterwards, I realised the interviewer only wanted to find out who I was and whether I would be a good fit for their business.

Think of your About page in the same way.

It’s a chance for people to get to know you and your small business. It’s not the space for your CV or your biography. But it is a chance to show some of your personality.

It’s a chance for people to get to know you and your small business. It’s not the space for your CV or your biography.

One approach is to write about why you created your business or to share your unique story as a business owner. You may also want to include some details about what you do outside the business, but that’s a personal choice.

2) remember what matters to your customers

Writing your About page is like walking a tightrope.

You’ve got to balance writing about yourself with also writing about your customers. When you share the highlights of your story, remember to show how they’re relevant to your customers.

Keep in mind why people visit your website:

  • What are they looking for from your business?
  • What problem are they trying to solve?
  • How can you help them solve that problem?
  • What’s important to your customers?

Whether you sell to consumers or businesses you want to show why you’re best placed to solve their problems.

Use your About page to cover the challenges that your customers have. Then link your skills, experience and personality with how you help your customers.

3) use word of mouth marketing

“You would say that, wouldn’t you?”

That’s the critical question in the mind of someone browsing your website. Because while you can say anything you want, it’s less believable if only you say it.

That’s where word of mouth marketing can help.

And on your website, this means using customer reviews. These are ideal for building credibility and trust with your future customers. Because when one of your customers says what a great job you’ve done it’s more believable and more effective than when you say it.

Instead of creating a separate Testimonials page though, use quotes from customers on your About page, as well as other pages on your site. Because these act as evidence to support your own words, making them even more powerful.

Your About page is also the perfect place to use testimonials that talk about you as a person or about the other people in your business.

4) boost your credibility with badges

Your future customers are busy people.

While they’ll read different pages on your website to do their research, they’ll also look for shortcuts to answer the question, “Can I trust you?”

Make it easy for people to take these shortcuts by using external signs that they can trust you. Mention what qualifications you’ve passed, who you’re accredited with or which industry bodies you belong to.

All these signs show you’re part of something bigger. And if people want to they can check you out with that organisation, so it’s a way to reassure them.

Choose ones that are most relevant to your business. For example, if you’re a financial advisor, you’d want to show you’re registered with the Financial Conduct Authority.

Or you could highlight what industry bodies you belong to. For example, I tell people I’m a member of ProCopywriters, the UK’s largest membership group for commercial writers.

5) be honest and open about who you are

You may be the only person in your business and that’s okay.

There are 5.5 million small businesses in the UK and most of them employ less than 10 people.

But if your About page fails to mention your name or any of your team (if you have one), that creates confusion for visitors to your website. Because even if they like the sound of what you do they’ll be asking questions like:

  • Who would I be working with?
  • Why is this information hidden?
  • Is this company a freelancer or a team of people?
  • Can I trust this business?

Use the size of your business to your advantage. If you’re a one-person company, show how you’re able to give customers a personal service from start to finish.

Or if you have a team, write a brief summary about the different strengths that the key people bring to the business.

get people to trust you through your website

People buy from people, especially with small businesses. So remember how your About page can persuade visitors to become customers.

Rob Beadle is a freelance copywriter and coach. Rob writes articles, case studies and website content for tech, finance and B2B companies across the UK. He’s the author of ‘Rocket Fuel for Websites’, a free guide on how to write website copy to boost your enquiries. When Rob’s not writing, he loves to explore the towns and cities of his adopted home of Yorkshire. Find him at https://robbeadle.co.uk/

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