So what does a freelance writer include in an About page? To follow are five key elements:
The human element
I’m sure you already know that people do business with people. For
this reason it’s important to show the human face of your business. As
the saying goes, “A picture paints a thousand words,” so an easy way to
humanise your business is to include good-quality photos of you and your
staff. Don’t make the mistake of using stock photography, though; this
looks fake; show your face just as you would in the real world. If you
feel you’re not photogenic enough, a professional photographer will
capture you at your best.
Along with photos, you can include a brief biography of the key
players in your organisation. This could include their qualifications,
previous work history and a bit about what they do outside of work. All
of these things give your prospects real people to relate to.
Tell your story
Storytelling is a great vehicle for communicating your purpose,
values and points of difference in a non-salesy way. It enables
prospects to make an emotional connection; to put themselves in your
shoes.
So, why not tell a story about why you started in business, what
challenges you faced, what milestones you’ve achieved along the way and
what your plans are for the future?
Focus on your customers
Always keep your customers in mind. Your business’ story and staff
profiles should focus on what you can do for your customers. So, rather
than just writing: “We have been a member of the Best Business
Association for five years.” Write something like: “We have been a
member of the Best Business Association for five years. To be a member
of this association, we must continually up skill and demonstrate that
we meet the highest industry standards. So you can rest assured that
you will always receive the most professional service.”
Give them proof
Okay, you’ve created a wonderful story about your business, but you
need to back it up with proof. Anything you have that demonstrates that
you can deliver the goods should be put on your About page. Why not
include testimonials? Personally, instead of putting all my
testimonials on a “Testimonial page,” I spread them throughout all of my
pages. Also, if you are a member of a respected organisation within
your industry, show their logo.
Call to action
Though your About page is not about “hard sell,” that doesn’t mean
you shouldn’t have a call to action. Make sure that at the end of the
page you include a call to action that encapsulates the benefits you
offer with contact details.
Publisher: Scriptable Solutions
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