I was born in Austria. English is my second language. Yes, I write a lot, but I do it because I want to share my expertise, not because I believe that I am a great writer. Yet today I set out to blur the lines of copy writing, branding, enthusiasm, content strategy, your target audience and content overload. Launching your brand puts an emphasis on the About section of your web site, no doubt about it. Even if you have a video and to-the-point messaging on the Landing Page(s), the About page will be sought-after. It needs to explain the following in a swift manner:
That’s a lot to convey on a single page and therein lies the problem for an enthusiastic entrepreneur who writes this important piece of content in a stream of consciousness (it is after all the subject you know best), then quickly proofs it, and by the push of a button publishes it. Rarely do they look back. Yet another item checked off the busy to-do list. Then the journey of marketing and metrics hits in and the About page, long forgotten, is like ‘a ghost employee’ in a well functioning company; it lives on yet it should have been let go and replaced a long time ago.
I know this feeling well. I see it on a nearly daily basis with our new clients, but I also fell victim to it myself. Here are my top 4 tips on how to go about deriving your About copy:
It has to be right. You can’t just block off an hour on your busy calendar. It has to be more like that moment when you drive to the beach to just sit and breathe and think big thoughts. Make the time for that moment and don’t put a time limit on it. For myself that moment arrived during a 12 hour flight after I have answered ‘all’ E-Mails and there was no WI-FI for new ones to trickle in. I watched the Steve Jobs movie (Inspiration 1), had a glass of wine (Inspiration 2), the cabin lights went out so everyone could sleep (I was in Coach – Inspiration 3), and I knew if I started writing now that I had hours and hours to fine tune and contemplate. And so I did – the time and place were right. Best of all, even if I wanted to, I could not just push it live as I did not have WI-FI, so it forced me to sleep over it and make even more tiny edits when ‘back on the ground.’ It took me 3 hours to write.
Words should not come easy (Ask F.R. David, he knew). If they do, consider it a brainstorm exercise, then work on a synopsis of that copy. Don’t cut paragraphs, don’t review sentences, dive deeper and focus on it word-by-word. In the end your About copy should be thought of as a lineup of tag lines, because in a tag line every word counts, has meaning, adds to your brand story. Think of each word as a strategic component to the whole.
Once you feel you phrased it in just the right way, make sure it will resonate with them. Sounds logical, hence easy, but it is one tough role play: Write in an emotional and enthusiastic manner that conveys your brand’s soul, but then read it from the perspective of your target audience. It helps when you created target personas, that way you can read pretending you are that specific person. If time allows, run it by your target audience and conduct a mini focus group, or even A/B testing of different About pages, to see what sticks.
Make it as simple as possible. Make it as short as possible. If you need to, add links to further content below your CTA (Call To Action). No one reads a long About section. No one. Rather go through steps 1-3 and then edit it down again and have something your audience will actually be compelled to read, because it is short and approachable. This is about getting them excited to keep going further, to click deeper, it is not the page that needs to convey everything, but ensure it has the 5 components listed above embodied.
In a study of user tests it was discovered that users with higher literacy levels also fared better on web sites written for a lower level literacy audience. So keep it brief and keep it simple. I guess I should go back and edit this post, but I don’t feel too bad keeping it this length as someone just released the book ‘Brief: Make a Bigger Impact by Saying Less;’ it spans 256 pages.