This is guest post with Bianca Foti, the the Founder of Next Edition, a boutique communications agency based in Toronto, ON. 

I think many of us can agree that writing about yourself is one of the most difficult things to do. I know this because the majority of clients that require support with website content tend to struggle the most with this section. I also find that many people place much more focus and importance on their services and product pages. And, while these sections are fundamental, I find that many people underestimate the power of an About Page.

An About page is one of the most crucial components you can use to engage your target audience and convert web visitors into real customers. It’s an opportunity to showcase your authenticity as a business and connect with your audience, which gives consumers more confidence in your service offerings.

While writing about yourself can be a daunting task, rest assured that an About page can take many forms so as long as you cover all of your bases. An About page should include a detailed company description, a biography of the founder or team and a value proposition. With consumers more conscious than ever before, they place high importance on transparency, authenticity and knowing where their products and services originate. With that said, the more information you can provide about you and your business, the more likely you’ll engage your audience and generate results.

Here is a comprehensive guideline to write an engaging and yet authentic About Page for your website:

Know your audience

The first step to creating your About page is knowing your audience. Ironically, when it comes to writing an About Page, it’s more about your audience than it is about you.

By taking the time to research and understand your readers, you will have the framework you need to develop engaging content not just for your About page, but for all of your marketing materials.

In doing so, you can zero in on exactly what they want and need and become familiar with the words they use as well as their unique preferences. When you know what your audience needs, you can strategically position your product and service offerings as a solution or desire to be fulfilled, and in turn establish that “instant” connection.

Understand what sets your business apart

Whether you’re a creative entrepreneur or a business, it’s important to understand your brand purpose, identity and positioning in the marketplace. When you know what your brand intrinsically stands for, you can easily identify the “niche” qualities that set you apart from your competitors.

Given the influx of content we encounter on a daily basis, standing out is becoming increasingly difficult. Therefore, businesses need to be strategic at all times and find creative ways to highlight what makes them different. You can achieve this by developing a unique value proposition (UVP). While your UVP should be front and centre on your landing page, it’s important to showcase this in all major areas of your website, including the About page.

First, I would highly recommend developing a detailed company description that’s straight to the point. This should be about three to four sentences that concisely outlines who you are and what you do. Then, I would create a subsection dedicated to your UVP. You can name this subsection either, “What sets us apart” or “What makes us unique.” It’s totally up to you. Breaking it up makes the content more readable and minimizes blocks of text on your web page that typically bore and drive away readers.

Developing an effective UVP

Your UVP is your time to shine, so make it count! An effective UVP explains to buyers why they should choose your business over your competitors. One of the most common shortcomings on websites are weak UVPs (CXL).

Your UVP should be a clear statement that describes the following (Unbounce):

• The benefits you offer to your desired client
• How you can solve your clients’ needs and improve their current situation
• What sets you apart from your competitors

Be direct and keep it simple. Avoid fancy words that get in the way of clear understanding. Use words that your audience is familiar with so there’s no room for interpretation.

Be authentic

As a copywriter, my services cater to helping businesses authentically express who they are and what they stand for.

An About page is a substantial opportunity to connect with your audiences and generate higher rates of conversion. It’s also a chance to share your unique story. By capitalizing on the art of storytelling, you can connect to your audience on an emotional level. Not only will this make your content more authentic, but it will engage your audience more than generic, informational content would. It’s all about making your audiences feel something.

95% of cognition occurs within the subconscious, emotional part of the brain (Harvard Business School). Stories that activate and engage these parts of the brain influence our buying decisions. Why is this important? People who visit your website will be more likely to make a purchase when you tell a story.

If you’re developing your biography, a big part of the creative process is introspection. Before you start writing, ask yourself the following questions:

• What is my purpose?
• What do I want people to know?
• What inspired me to start this venture?
• How does my product or service contribute to society at large?

At the end of the day, there is no one else like you and so, there is no better way to stand out other than being who you really are.

When you create an effective About page, the value it provides goes beyond this section of your website. Knowing your audience, understanding what sets you apart, developing an effective UVP and being authentic are fundamental considerations when it comes to developing any marketing content. By following this checklist, you’re not only crafting a bold About page, but you’re creating a foundation to inspire new, creative content—multi-tasking at its finest if you ask me!

Bianca Foti is the Founder of Next Edition, a boutique communications agency based in Toronto, ON. She is also the Copy Editor at Thoughtfully Magazine, a women’s wellness and self-care publication. Bianca finds creative inspiration in motivational reads, podcasts and curated travel experiences.