How to write good web copy

Most visitors to your website first land on your home page. If they’re interested in learning more about you and your products, they will then go to your “About Us” page.

Tips for writing an “About Us” page

The importance of the “About Us” page should not be underestimated. Visitors are on this page to get to know you and your team. It is here that you can introduce yourself, tell your visitor what you can do for them and build a rapport, hopefully turning them into a happy customer.

How to write an “About” page to drive leads

Visitors to your site want to be assured that you are a real, viable business: one they can trust. They need know a real human is behind the business so they can decide if your company is one they’d like to do business with.

Your “About Us” page should be uniquely yours. It’s where you tell your story and establish a connection with visitors.

People are looking for answers to questions such as:

  • Is this a big company or small?
  • Is it a public company, private or family-owned business?
  • How long have you been in business?
  • Who’s the boss?
  • Where are you based?
  • What makes your company special?
  • What are your core values?
  • Why should I buy from you and not from your competition?

Let visitors see who you are

Write human-centred copy and avoid being too formal. Be conversational. Write as though you’re speaking face-to-face. A friendly tone will make you more likable. Many business owners use a stilted, formal style when trying to sound credible, but that style of writing can be tricky to understand, and it can make your business sound aloof.

The answer? Tell a story. Focus on the things that make you human. Get personal. People want to connect with other people. And what better way to add personality and being creative than by highlighting your hardworking staff.

Your “About Us” page, is about connecting with your visitors as if you were meeting them in person. So, don’t just give the same boring impersonal facts presented on many websites. Get creative. Showcase the personality of your business and the people behind it.

Your “Meet the Team” page

  • Show your personality with fun photos of your team. Not everything needs to look as serious as a driver’s licence photo.
  • Share stuff. Highlight each staff member’s personality with fun facts about them, such as hobbies, favourite movies, favourite band, favourite sports team, favourite food, favourite drink, name of their pet etc.
  • Tell a story. Why are they working for you? How did they get there? What did they do in a previous life? What aspect of their jobs are they really good at: reversing trucks, making coffee, buying pies, bringing cakes, fixing computers, being nice to clients, tidying up? What part of their job do they most enjoy: noisy machinery, playing in the mud, breaking things, fixing things, making things look gorgeous, untangling IT nightmares?

The most common information to include for each employee is:

  • a photo
  • name
  • job position / description
  • length of time in the job
  • qualifications (where relevant)
  • a short description (this can even be in note form or a series of bullet points)

We think you should get as creative as you can with your team pages and add heaps of personalised details to humanise your business. Once your visitors get to know you, they’ll like you. And if they like you, they’ll trust you and give you their business.

Meet the team – examples:

  • Ricky Jones: Concrete Layer
    Ricky was laying concrete for many years in Australia before he saw the light and decided to return home to Orewa in 2012 and began working for us. Ricky’s lunches are a true work of art and something the entire team takes a very keen interest in (we can thank Lisa for those). Another keen fisherman, he can be found out in his boat when not spending time with family or passionately following the (ill-fated) Warriors. 
  • Darren Smith: Concrete Layer
    Darren is the team’s man on a mission. This is one very driven young man who works like a demon and always seems to have an energy drink in his hand. Frank says they work Darren pretty hard and they are really pleased with his work ethic and commitment since he began with the company in 2017. Yet another keen fisherman, getting out on the water or hanging out with his best friend, Bruce the labrador cross, is what Darren likes to do in his spare time.
  • about us pagesFiona ….
    Call …..  and you’ll speak with Fiona who runs the administrative side of the business. Fiona is very handy. Not only does she have great systems in place, she is a very clever knitter, woodworker and has the most incredible vegetable garden.
  • When you call …..
    The entire business is kept afloat by John’s sister, Louise, who runs the office, keeps everybody in line and ensures everything is as it should be. Louise will be your first point of contact when you ring …….. Louise has filled this role admirably since leaving her previous role as a business administrator in the city and joining the firm in 2011.

Writing ‘About Us’ pages

It seems to us here at Geekfree Web Design that a lot of Auckland small businesses and organisations are reluctant to add details to the “About Page” beyond some contact information or reiterating their mission statement, simply because they don’t know where to start, or what to write.

We’re here to help. If you’re feeling daunted by the prospect of creating an “About Us” page, get in touch. You only get one chance to make a good first impression and our web development team are here to help you make sure that first impression is a good one.

Got questions? Email us about writing web copy that works.