Your potential customers need to be convinced not only your product but your company is a good fit before buying.
What is their process?
They read your content. Your website, your social media, your emails, everything.
For B2B buyers, it's around 13 pieces of content before they make a decision.
And your about page is central to their process.
It's the best place for them to find all the key information that will back up your authority on the claims you make on the landing pages and elsewhere.
Make this information accessible and you will be rewarded.
Pre-requisites: Research & Express Yourself
I always start every process by gathering all the relevant research I've done in the past, and do more if I have any gaps.
Look at the behavior of the readers. It should give you a better idea of why your potential customers read your about page if you know what they were doing before and what they are doing after. Use your favorite analytics tool.
During interviews, ask customers for their decision criteria. Sometimes they have a spreadsheet or something similar they used to decide which product to choose. It's a great way to identify the criteria you don't address on your landing page – like the values of your company.
Review the about pages of the competition. You need your about page to be different. You shouldn't copy your competition in general, but it's even more critical here.
Understand the culture of your ideal customers. Go find them on social media and communities to understand what they care about and how they talk. The about page is the place for them to feel if there's a cultural fit or not.
And I also make sure to list everything I need to remember when I start the writing process. There's not a lot of places where you can fully show the company's personality. That's why you need to commit to express it on the about page.
It's a conversation. And you should write your about page accordingly.
Use "We". It's best to use the first person and since it is a guide for businesses, use "We". In case you are operating the company alone, talk to your customers to find out if they're okay with "We" or if you have to use "I".
Adapt your tone. Backed by the research you should understand how to talk to your ideal customers. Corporate-speak is boring, but maybe you are in one of those markets where you need to do just that.
Avoid BS. Just stop with the overused words like "world-class" and "revolutionary". Find the right balance between too humble and over-the-top.
Step 1: Write The Introduction
I usually write the introduction first. I don't do that with blog posts, but for the introduction of the about page, you already have plenty of elements to write about so it's pretty easy to start with this part.
Display the mission statement above the fold. Don't use "About" as the title of the page. Use your mission statement.
Develop how you solve their problems and what are your unique differentiators. The mission should be clear enough for your potential customers to understand, but it won't do everything. That's why you need to expand on it. But don't be too long either.
Show the size of the company, how long it's been operating, and the location(s). It's the next thing the readers will want to know. Don't hide it.
Why are you the best to solve their problems? You need to show the qualifications and experience your company or the founding members have.
List your main customers. It's always reassuring to see companies you trust using a product.
Step 2: Tell A Story
Your about page is like a resume, only use information that is relevant to your customers. You shouldn't describe everything that ever happened. The readers want to know they can trust you in solving their problems. Find what in the story of your company builds up this trust.
Don’t write fiction. It's not because you are writing a story that you can take liberties with the truth. Not everything is perfect, and your potential customers know it too. It's better to make mistakes and reflect on them than writing fiction.
Mention key accomplishments. Make it easy to read your story by breaking down into key accomplishments. Some companies do that with a timeline.
Share metrics. Find numbers you can use to back up what you say. Bold claims are hard to swallow without facts.
Ponder on your values. Don't make a generic list of your values if you can. Instead, try to integrate it into the story of your company.
Step 3: Edit
Go back to the pre-requisites. Check if everything that you wrote follows your research and the right style. Edit the about page accordingly so it becomes consistent.
Format it to be scannable. Use bullet points, lots of headings, quotes, and more.
Include social proof. Like metrics and the list of customers, social proof is great to build trust. And it's very easy to get if you do regular customer interviews and surveys.
Use images, but not stock images. Your great copywriting work requires great images! Lose the stock photos and add pictures of the team, the offices, and other personal images.
Video or not? Videos are not very scannable. If you do one, keep it short.
Step 4: Maintenance
Stay up-to-date. There is plenty of information on the about page that will get stale quickly. Schedule a task monthly to check the page and update it if necessary.
I might be using Basecamp too much for my examples but I am always impressed by their copywriting.
Their introduction includes everything you need to know and their story and values are interconnected demonstrating a very consistent vision.
Transistor, a podcast hosting platform, has a very good about page too.
Mission statement, pains they solve, the team, the story. The main elements are there despite the small size of the about page.
~350 words and it answers all the questions their potential customers have.
Notion definitely has one of the most original about pages I could find during my research.
They embrace the story format with amazing illustrations and copywriting! But it's not superficial as it gives a clear picture of how they solve the problems their potential customers have.
Social proof is not forgotten with the news articles which also include some of the information about the company (how much they raise, the numbers of customers, etc).