Design Lessons & Trends, Marketing & Branding Advice

How to Create an About Page that People Actually Want to Read

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How compelling is your firm’s about page? Does it explain who you are, and how you work? Many professional service firms miss a great opportunity to differentiate themselves on their ‘About’ page. Visitors to your website will often click to read it, but many firms spend little to no effort writing something that really defines their firm.

Visitors click ‘About’ not just to get a sense of your firm’s capabilities, but to gauge whether your firm’s values and style of work align with their own. This is especially true for new prospects as well as potential new hires. Keep reading to find our top 5 tips to make your ‘About’ page more engaging, interesting, and authentic.

1. Consider your Style and Tone

The tone of voice used on your About page has a direct impact on the perception your visitors have of your firm. Write in a way that is representative of your firm and the kind of experience and relationship you build with your clients. There’s a reason people want to work with your firm, here’s your chance to introduce yourselves. Keep your target audience in mind when writing. In fact, it’s a good idea to picture a close client and write as if you are speaking to him or her. Think of this as your elevator pitch, and be sure to avoid technical jargon. A few questions to ask yourself as you’re writing:

  • Why do our clients enjoy working with our firm?
  • How do we help solve our clients’ problems?
  • Is there anything more personal about our firm that I can share?

2. Tell Your Story

Your firm is unique. There are many reasons why people choose to work with you over your competition. Outline any factors that set your firm apart in a way that isn’t dry or cliched. Use examples to show how you’re different, rather than stating buzzwords like “client-focused, responsive, experienced”. Keep it brief. Try to tell your story as if your reader were standing right in front of you.

  • What do you offer that your competitors do not?
  • What sets you apart in your niche market?
  • Why do you do what you do?
  • What’s your unique value proposition / your mission statement?
  • Are there any charitable causes or pro-bono work that your firm takes pride in?

3. Mix It Up with Visually Engaging Content

Rather than writing paragraph after paragraph, take a more visual approach. Infographics and videos are great ways to make your About page more engaging. Timelines are easier for visitors to scan and more interesting than plain text. Awards badges, when used tastefully in a clean and organized way, can be helpful. Consider including:

  • Firm Overview Video
  • History as a timeline
  • Infographics of interesting stats about the firm: cases won, deals finalized, total years in business, projects completed, number of office locations, etc.
  • Award badges

4. Add Testimonials and Case Stories

Happy clients are the best brand ambassadors. Testimonials and case stories show how your firm has solved problems successfully, which builds trust for prospective clients.

  • Showcase examples of ways your firm successfully helped clients in the past.
  • Be sure to ask for permission to use a testimonial. Testimonials are far more meaningful if you can use clients by name.

5. Have a Clear Call to Action

Now that your visitor has learned about your firm encourage them to take action and reach out to you. Including a simple call-to-action button is a great way to end your About page. Keep the tone friendly and personal. A simple “Let’s Talk” button will often do the trick.

Some Inspiration

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