Your About page is possibly one of the most important pages on your website or blog after the homepage.
People read your About page to see how credible and trustworthy you are. They're also looking for little clues that will differentiate your business from the other businesses they are reviewing as part of their research.
You're being judged and compared, so it's important to make your About page count!
Ignore your current About page
That's right. Don't even look at your current About page as you write a new one. Editing existing content gives you predetermined material, and it's much harder to be inspired when you're working within those confines.
Write about your past
Your About page should include details about your background, your experience and why you got into the business you're in. Rather than documenting your CV, you need to link your past to your customers, telling them how your experience will make their lives better.
Write about your future
I love companies that share their mission and their vision, but rather than serving up a bland collection of words like innovative, dedicated, client focused and solutions, talk about what gets you up in the morning and what keeps you doing what you're doing.
Get personal
Your About page gives your reader the opportunity to develop a connection with you. You don't need to share as many personal details as I have, but I encourage you to share some personal details that will make the connection possible. Bigger companies might like to share some details about what your teams get up to, like your favourite company biscuit or team-building activity.
Use your imagination, but get personal!
Take advantage of the traffic and include a call to action to gently (or not gently) remind your reader what they should do next. Read your latest blog post, get a quote or download your super-duper report—whatever it is make sure you end your page with an action.
Link everything back to your customer
This page is about you, but all good copywriting should talk about your customer. You can do this by linking your expertise, your vision and even your favourite biscuit back to how you can help them with their particular issues. Show your customers that you understand where they are coming from.
Now, look at your current About page
This is when you go back to your current About page and check that you've captured all the good bits. Hopefully you have!
Belinda is a professional marketing copywriter who confidently walks the line between writing effective online copy and creating an engaging online brand. You don't have to choose between them and the right words to make a difference.
She has more than a few years chalked up as a marketin...
Napoleon Perdis: The Man — Napoleon Perdis is a renowned, award winning, international makeup artist with over 20 years experience in the industry. Napoleon remains one of the few makeup artist developed brands who still owns, operates and actively works in the industry. With strong and strategic presence in both the Australian and US markets, Napoleon Perdis is the KEY Australian beauty brand currently available in renowned luxury US retailer, Nordstrom. A key element of the Napoleon Perdis brand and person is that of educator. He pioneered and democratised makeup artistry education, and since the creation of the Napoleon Perdis Makeup Academy over 20 years ago, he has trained over 25,000 students in Australia and the US.
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Napoleon Perdis: The Brand
Passionate about supporting the Australian fashion industry, Napoleon and his team remain runway fit as he continues to lead the largest, most experienced team of makeup artists each season at fashion week. Extending beyond fashion, Napoleon's support and passion for the arts has been realised through his sponsorships of The Australian Ballet as well as the AACTA's, Astra Awards, Sydney Film Festival.
Napoleon Perdis: The Brand Builder
In 2008, and one of the first international makeup artists to be involved in the Designers for Target program in the US, Napoleon Perdis created NP Set, a colour cosmetic offering for the masstige market.
NP Set launched soon after in Australia where the easy-to-use, multi-purpose products at very accessible price points were fast a winner with the savvy Australian consumer. In April 2012, Napoleon took the NP Set brand (and his famed expertise and knowledge) to the television screens of up to 7 million Australians via TVSN. With the identification of the evolution of omni-channel retail combined with his experience on the US powerhouse home shopping network, QVC, home shopping networks were a natural next step for the brand and the man. In May 2012 Napoleon opened his first Napoleon Perdis Life.style store in Sydney's Woollahra, restoring the iconic Post Office. Representing the next visionary step of the Napoleon Perdis brand, Life.Style was borne out of Napoleon's passion for art, fashion, design and all things beautiful. Housing an eclectic mix of international men's and women's accessories, jewellery, art and homewares that sit beside the Napoleon Perdis Cosmetics range as well as a carefully curated selection of vintage items.
Napoleon Perdis: The Innovator
The Napoleon Perdis cosmetic range is innovative, award-winning, and wearable. His lauded Auto Pilot Pre-Foundation Primer has been prepping and perfecting complexions for over 10 years. While Napoleon was not the first to ride the mineral makeup trend, he patiently waited until he was most satisfied with the innovation level and formulation before offering mineral makeup to his customer. The introduction of two Mattifying Lip Palettes to the lip stable have been acknowledged as industry changers by Shop Til You Drop magazine, who recently awarded the Double Agent Nude a 'Shop Genius Award'. The brand's latest skinnovation comes in the form of The One. A one shade wonder concealer and a sales success story! Sometimes an upgrade is as important as innovation. In the past 12 months, the brand has continued to see the upgrade of many of its original and core products to new luxe gold packaging. For NP Set, the multi-use products are as innovative as they are environmentally friendly. Ingredients are key to the NP Set range which boast the latest and greatest ingredients with organic benefits, are 98% paraben free, in recyclable packaging.
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