14 Oct GUEST BLOG: How to Write a Persuasive About Us Page for Tradies
Your About Us page is where website visitors go to learn more about you, your team and your business. So, knowing how to write an About Us page that engages your audience is essential. And now more than ever, your potential customers want to know, like and trust you before they hire you.
Does your About Us page entice your readers and get them interested in you? Does it accurately share your business story, your skills and experience? And most importantly – does it outline how your trade can help them?
Did you know? The About Us page is the second most clicked on page on your website, after the Home page – so it’s important to get it right. An effective About page will you’re your connection with your readers, rather than have them click away.
If you want to know how to write an About Us that doesn’t put your audience to sleep, here are my top tips for success:
It’s not actually about you, it’s about your potential customers
Yes, it’s called the “About Us” page, but did you know the story should actually focus on your customer and the outcomes you deliver for them? Basically, they’re on your site because they have a problem that needs solving. So by portraying your story in a way that details how you can help them, it will help keep their eyes glued to the screen.
Know who you’re writing for
Before you begin to write your About page, ask yourself who you’re writing it for. Who visits your website? Do you mostly deal with domestic or commercial clients? What are their most common problems? What type of work do they want you to do for them? By having a clear idea of who you’re writing for, you can speak to your audience in a way that is relevant and engaging.
Make your story interesting
They’re all too common – the About Us pages with a dry and tedious company history. While it’s important to briefly mention your history to build trust and credibility, remember to keep it interesting and straight to the point.
Your audience might be interested to know how long you’ve been in your business, but they don’t want to hear all the nitty gritty from the past 10 or more years. Keep your history short and sweet – and make sure it relates back to how you can help them.
Putting a face to the name does wonders for growing connections and establishing relationships. After all, they’ve clicked on your About page because they want to know, like and trust you. Tell your reader who is on your team and what each person does for clients.
As a minimum, include a team photo of your workers – and individual headshots are a great option if you have a small team. If you have a uniform, be sure everyone is wearing it in the photo.
Provide social proof
People like to hear about what your company has done for others and the outcomes you’ve achieved for clients. You can use or link to Google and Facebook reviews to showcase your client’s satisfaction and/or provide photos of completed work.
Case studies are a great way to demonstrate completed jobs – and it’s great to include before and after shots to show your outcomes. A client testimonial at the bottom of the case study is also very persuasive.
Create a consistent tone
When you speak with clients over the phone or face-to-face, you’re no doubt careful of how you come across. Well, the same consideration should be given to your non-verbal tone.
Do you want to sound professional and polished? Friendly and approachable? Or honest and direct? Whatever it may be – make sure you define your tone of voice early on, and keep it consistent across all your written work.
Include a Call to Action
Once you’ve shared your story and built trust with your audience, invite them to take action. This can be a simple statement that outlines what you want them to do – perhaps to give you a phone call, send you an email or follow you on social media.
Tradies (& Tradie Wives!) – are you ready to write a persuasive About Us page?
Before you get stuck-into your About page, let’s summarise with some questions you need to ask yourself:
- Who is our ideal customer?
- What does our ideal customer want from us?
- Do we work with mostly commercial or domestic clients?
- How do we help customers and solve their problem?
- What outcomes do we achieve for our customers?
- What jobs have we done in the past that are relevant to our customers?
- Why are we different from all the other tradies out there?
- Do we change/improve our customers’ lives? If so, how?
Write down your answers to the above questions, then you can then use this information to construct your customer focused About Us page. And remember, your visitors are looking for a connection, so be human and relatable in your writing.
If you have any questions about writing an About Us page your visitors will love, please check out our website copywriting services or feel free to contact us via email and we’ll be happy to answer your questions.
Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.
Wanna learn more about Lyndall? Click here for her website.