Never, Never, NEVER underestimate the importance of a strong 'About' page. This is likely to be a prospective client's first impression of you, so you want to make sure you put yourself across in the right way. Here are a few points for polishing up that all important webpage:
Working out your ideal client
The first thing you'll want to do is to be sure you know who your ideal client is. This way, you can write with them in mind. If you do not know who your ideal client is, how can they know by reading your about page that this is a match made in heaven?!
- Who do you most enjoy working with?
- Which clients are the most profitable? (Don't forget to factor in the ease of working with specific types of clients, as well as the pay)
Give a little bit of info about the company
- Is it a big or a small company?
- Is it a social enterprise, a public or private company or a family owned business?
- How long have you been in business?
- Where are you based?
- Why should I buy from you as opposed to your competitor?
Inject a bit of yourself
Find a balance between talking about the business and talking about who YOU are. People want to know a little bit about you. They also want to know something of your your values and beliefs.
A picture of you is an absolute must – people want to know who they are dealing with. It is essential to make sure that this is a well-shot photo if you want to come across as at all professional.
Tell your professional story
Of course, we're not looking to write a full CV, but it goes a long way to note how you got to where you are today and how you know what expertise they're coming to you for.
Get some credibility points
Do you have any awards, accreditations or affiliations that your clients would like to see here?
Tell people how you can help them
Be specific about this. Make sure you add links to your products and services so that they can easily find out more if they are so inclined.
Let your light shine
You probably have a super shiny portfolio online. If so, link to it. And mention some of the cool projects you've worked on.
Give a sense of what it's like to work with you
By throwing in a few strong client testimonials, anyone looking at this page will get a good sense of what it could be like to do business with you.
Add a contact link
Don't forget to make it super simple for people to get in touch with you
Don't forget that you can always go back and edit this page. You can edit it a thousand times if you need to. Keeping an eye on your analytics will allow you to see how well it is working and which amendments have worked well.