About Pages are where potential consumers go to find out exactly what makes your company tick. An About Page is also where potential customers decide to become someone else’s customer.  But if done right, an About Page can serve as a chance for your company to tell its story, to enhance your companies credibility and to make a connection with the reader. But there’s one problem: actual getting someone to read an About Page. So, once a potential client arrives on your About Page it must be interesting enough to read. Because if you learned nothing else in your Freshman Marketing class.. I”m sure you learned that.. “On the internet you can be anything you want. But you can’t be boring!”

With that in mind, there is still no clear right or wrong way to write an About Page.  So, here are a few tips to help your About Page catch the reader’s attention:

1. Tell a story that is relevant to the reader or your company history. This could be something along the lines of your professional path, or your struggle to the top.

2. If you have noteworthy credentials, like working with Google or New York Times, make sure you list these. But don’t forget to be 100% honest. Even if it is something as small as a pat on the back or a small mention in an article.

3. Consider when you’re reading the blurbs to a book by well-known critics, or watching the previews on TV to an upcoming movie. A few familiar, powerful names add serious value and make you more likely to read that book or watch that movie. Consider the same technique on your About Page. Mention well-known brands or people that have submitted testimonials to your company.

4. Remember, while impressive people often have short bios, this is because they have achieved something great already and there is no need to mention miniscule credentials.

But if you represent a start-up or small to medium business, you’ll want to list smaller achievements as well.

5. Be yourself. In order to engage the reader and hold onto their attention, it is important, to be honest, authentic and even bold or vulnerable. Include pictures of family, pets, or adventures you’ve gone on. Make it interesting!

Finally, remember an about page will evolve as time goes by and you’ll get more testimonials and relevant feedback from other interesting people. But even if you don’t have many impressive credentials to include at this point in time, it is important to get a working About Page out there in order to build your brand or resume.

Content originally published here

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