You all have been loving our career topics so much and we’re excited to keep brining more to you! Today, one of our favorite branding experts, Anastasia of The Identité Collective is here to talk about an area of your website that might not get as much attention (from you) as it should—Your About Page—even though it may be one of the most visited pages on your site. Get ready to take notes!
Photo and Design: Coats Homes
From Anastasia of The Identité Collective… Great web design is only effective with strong copy. Each is a super important facet of a skillfully branded interior design website. Today, we are talking specifically on the often-overlooked “About” page. This section is often a missed opportunity to relate to your target audience and share your ultimate why. More often than not, our clients struggle with their about page as they have difficulty talking about themselves.
While all of our branding and web design packages include the services of our professional copywriter, not every web designer offers the option. If you don’t have the opportunity to work with a professional copywriter, here are tips to craft the perfect about page.
1. Write to your ideal audience.
It’s not all about you, contrary to what the title says. This page should be about you as it relates to your business, but that is secondary (more on that later!). This page is really about your audience and connecting with them through your story and brand.
Think about your ideal customer and all the ways you might relate to them and put that at the forefront. Be specific! You can even call out your target audience. For example, the first paragraph on our about page reads: “We believe your digital space should be as intentional as your physical space. Branding, web design and Instagram management for interior designers and lifestyle brands.”
Anyone who reads that statement knows immediately who the site and products are for. Be straightforward and write in their language. Is your target customer looking for casual and fun or upscale and luxe? Describe your services in words they will identify with. This is obviously helpful for SEO, too, as your “about” should include words that your client would be inclined to search.
2. Differentiate yourself from the competition.
In such a competitive industry, there are dozens of other interior designers and websites who sell services similar to yours. What makes you different? If it’s your experience and expertise, include your credentials. If it’s your business ethics or rates, this is the time to tout it!
Your “About” page is an autobiography and a sales pitch—a place where you present the best version of yourself and your business. Don’t be afraid to include links to published or featured work, client testimonials and past projects. If it makes you proud, include it. If it could help potential clients decide to hire you, include it.
3. Share your “why.”
Once you have established what your website is, who it is for and the value it brings, it’s time to get personal. Humanize your brand by sharing the person behind the service. Keep your audience in mind as you share about your purpose in creating your business. Share about your life as it relates to your experience. If you have an ultimate “why,” this is where it belongs. What makes you so passionate about your service that you have made it your life’s work?
Give little tidbits of information that make you more personable and approachable, but don’t get too carried away.
- Where you’re from
- A few hobbies
- A couple favorite projects
- What inspires you
Don’t share (unless it’s relevant to your specific business):
- Personal family information
- Unnecessary professional experience
We also recommend that you include a high-quality photo. Customers love to put a face with a name – especially in the design industry where Instagram feeds are filled with interior design content.
4. Create a call to action.
The litmus test for an “about” page is where the viewer goes next. If written effectively, the information on this page should translate to more time on your site. Lead your potential customers where you want them to go so they don’t click away and forget how totally inspiring you are!
If you have a newsletter sign-up or social media pages, link them at the bottom. With an effective user interface strategy, you can nudge them in the direction of your contact page to send an inquiry. This is also where we’d direct sponsorship inquiries and collaboration pitches.
Most importantly, make sure you services page is easy to navigate to from your “about” page as well, as many potential clients land there first. Bonus points for including more backlinks to your other site pages throughout your “about” copy, especially to your services or portfolio. Every time you can effective link back to another page on your site, Google rewards you in search result rankings.
5. Make it SEO friendly.
Once you’re finished writing, go back and check for keywords that might be helpful for search engine traction. This is the easiest page to weave in organic SEO. Be sure to include your location, specific descriptions of what you do and, as mentioned above, who your business is for. It might feel obvious or redundant, but if you’re an interior designer based in San Francisco, those words need to be in your copy. Like we mentioned in the first tip, think about what search terms your ideal client might use and find a way to incorporate those words.
These tips should help you write an “about” page that is authentic and on-brand, but if DIY isn’t for you, IDCO offers professional copywriting with our web design services for interior designers and lifestyle brands. As always, our inbox is open for thoughts and questions about this post. If you have more copy questions, please reach out to us!