Smiling female and male executives attending business conference with colleagues.Right after the home page, your About page may be the most important part of your website—the first place customers, employees, suppliers, stock holders, potential investors, media personnel, competitors and everyone else turns when they come to your site and want to find out more about your brand. How can you write this page to communicate well to all these groups? What are the keys to effectively marketing your company to a diverse audience?

Here are 10 tips for creating an about page that works regardless of your industry, whether it’s cut resistant gloves kevlar or custom plastic molding—one that connects with all your different readers and provides a proper sense of your brand:

  1. Answer Their Questions: Differences aside, the good news about the different people who come to your About page is that they all have one important thing in common: they want to know more about you. The About page is the place to give your readers the answers to vital questions: Who are you? What do you do and how long/well have you been doing it? How can you help them? And how can they contact you?
  2. Don’t Write in Third Person: In an effort to seem professional, many businesses favor third person in all of their marketing materials. The only problem? Third person often comes across as stiff and stale, the very opposite of personable and relatable. Whether it’s your shareholders or your future clients who are reading your About page, talk to them directly.
  3. Stay Away from Fluff: Don’t clutter your About page with meaningless fluff—fill it with tangible evidence of your company’s value and accomplishments. Don’t just say it’s a leader in the field, for example, but show it through statistics, awards, testimonials, past work.
  4. Avoid Jargon: Not everyone who comes to your About page will be familiar with all the industry-specific terminology you use, so stay away from jargon and focus on clear, simple verbage that will appeal to all different levels of familiarity.
  5. Focus on Highlights: Don’t make the classic mistake of writing a book-like About page that no one will ever read. Rather, focus on major highlights about your company—what you do, what you’ve done, why anyone should care.
  6. Keep It Short: For most companies, communicating your highlights in a way that can appeal to the largest audience means writing them quickly and concisely—say in the range of 150 to 250 words.
  7. Be Authentic: Nothing will discredit you faster than being dishonest in your company description. While some people who come to your About page won’t notice, those who are already familiar with your company will. Don’t exaggerate, over-hype, stretch or manipulate information—just be authentic in a way that will ring true with all audiences.
  8. Proofread, Proofread, Proofread: This should go without saying, but on your About page as on every other page, make sure you get rid of spelling and grammar errors. Readers will notice, whether they’re employees, potential hires, clients or prospects, and it will communicate a sloppy sense of unprofessionalism.
  9. Include a Call to Action: At the end of your About page, be sure to include a specific, very direct call to action—ask your readers to fill out a form for more info, direct them to another page of the site, tell them to sign up for a newsletter, whatever most closely aligns with your goals. If you don’t tell them very specifically what to do, you aren’t setting your page up for maximum conversions or effectiveness.
  10. Provide Contact Info: If your About page is doing its job, readers will want to contact you, and you want to make it easy. Include your phone number, email address, maybe an online form for questions. Whatever method you use, make it prominent on the page so readers don’t have to hunt for it.

Putting some thought into your About page can make all the difference between its being ho-hum and helpful. And with these 10 tips, you’ll be well on your way to reaching your audience—whomever they are.