Photo by rawpixel.com on Unsplash If you’re creating a website for your business like the hipster fellow in the above photo, you may be wondering, “What should I include in my About page?” How personal should it get? How business-y should it sound? Here’s how I answered this web content question on the social site Quora a few years ago. My answer still holds true. The last paragraph also applies for writing nonfiction book Prefaces and Intros.
Depending on your industry, a clearly written, friendly About page can be where media people will go to find out who you are—what you’re about—and what ideas you represent. What I’ve told my clients in the past is that while Home pages are often dominated by “the latest news” or a splashy interface displaying a new product or campaign, About pages are where new site visitors go after they’ve seen your sales pitch, when they want to get a sense of who’s selling to them. Seth Godin published some rules for writing About pages on his blog. One of them was “Be human. Write like you talk and put your name on it. Tell a story, a true one, one that resonates.” I agree. Compelling personal stories are eye-catching. They also function as the most immediate of all possible testimonials: your story about why you started your business, wrote your book, or founded your non-profit. For many business endeavors, the story goes something like this: “I saw a need. Nobody was filling this need. So I jumped in and created something I’m proud of. I know it will help you, because it helped me. Please get in touch and let me know how you like my product. I welcome your feedback.”