How To Write The About Page of Your Squarespace Website
The About Page is about 3 things:
Build empathy with visitors to let them know you understand their struggle.
Build authority with visitors to show them you can help them.
Build connections with them on a human level. (People like doing business with people.)
Similar to the empathy and authority section on your homepage, your About Page is meant to go deeper. To tell more of your business's story.
People.
Love.
Stories.
The “Right Place” Section of the About Page
Let visitors know they have landed in the right place by calling out why they are there.
You (state what the customer wants) but you are (state the customer problem).
(Assure them you can relate.)
Example:
“Tell me if this sounds familiar…
You need some work done on your car, but every shop you take it to tries to con you into hundreds of dollars of work when you were just looking for a tune-up.”
OR
“Can you relate…
You want to eat and connect with your friends, but you also don’t want to feel terrible from unhealthy food afterward.”
Build Empathy and Authority
Drop your visitors into the middle of the problem that your business tries to solve first. Explain why the business was created. What need were you trying to solve when the business was first created?
Template:
I/We get it. We knew that other people needed help with (problem).
That’s why I/we (created this service/made this produced/founded this company).
Now, I/we do (product or service) and have (X amount of clients, grown x amount of businesses).
Do you want to (solve the problem) once and for all?
Example for a teen treatment center:
“We understand where you are coming from. We knew there weren't a lot of options for teens to get help, including the members of our own family. We had to change that.
A 28-day program wouldn’t cut it. They need support that could bring lasting change.
That’s why we created Sandstone Care, to give teen-specific addiction and mental health services.
Now, we have grown from that one tiny outpatient facility to many locations across the country.
We have served hundreds of teens and young adults and helped them overcome substance use challenges and mental health challenges so that they can get back to smiling, graduating, and connecting with their families again.
Are you ready to give your teen the help they need?”
The Call to Action Section
Tell visitors what they need to do. This should be related to your primary and your secondary website goals.
Example:
“Call an admissions expert today to get your insurance verified and in the meantime, download our free parent resource guide to learn about even more ways you can support your teen.”
Pictures of you or happy employees—preferably not stock photos—are a must here. Remember, humans, buy from humans. The more human your brand seems, the more likely someone is to do business with you.
If you want someone to look over your about page, or you are just curious about getting some web design support from me, don’t hesitate to schedule a free consultation call with me.
Written by Clint Mally