How to write an About section if you have no choice. A thread:
1) DECIDE WHO IT IS FOR:
- Users who need to understand who you are as a team or individuals
- Regulators, because you're legally required to show your creds
- Your staff. To make them feel valued
/1
1) DECIDE WHO IT IS FOR:
- Users who need to understand who you are as a team or individuals
- Regulators, because you're legally required to show your creds
- Your staff. To make them feel valued
/1
https://twitter.com/joemuggs/status/1369942947534356481
2) WRITE IT FOR THAT AUDIENCE AND THAT AUDIENCE ONLY
- Think about the tone of voice they would expect it to be in.
- Do an actual list, with a pen, on paper, of the things they actually need to read.
- Think about the tone of voice they would expect it to be in.
- Do an actual list, with a pen, on paper, of the things they actually need to read.
3) GET TO THE POINT
Keep the the content short and to the point, using your written list. Your About page is not fucking Lord of the Rings. You don't need to open it with several paragraphs waffling on about the amazing tale you're about to weave.
No elven poetry, either.
Keep the the content short and to the point, using your written list. Your About page is not fucking Lord of the Rings. You don't need to open it with several paragraphs waffling on about the amazing tale you're about to weave.
No elven poetry, either.
4) KEEP PERSONAL OR CHANGEABLE INFORMATION TO A MINIMUM
The chances of a 'Meet the Team' section being an accurate representation of your team are inversely proportional to the amount of time that the section has existed.
Don't list individuals if you don't need to.
The chances of a 'Meet the Team' section being an accurate representation of your team are inversely proportional to the amount of time that the section has existed.
Don't list individuals if you don't need to.
5) FOR THE LOVE OF GOD GET PROPER PHOTOS DONE.
If you MUST show people, then get proper photos done. Or at least set CLEAR RULES on how a selfie should be taken (lighting and distance from camera).
If half your team look like they're on the run for war crimes, it's a bad page.
If you MUST show people, then get proper photos done. Or at least set CLEAR RULES on how a selfie should be taken (lighting and distance from camera).
If half your team look like they're on the run for war crimes, it's a bad page.
6) DON'T TRY TO BE FUNNY
Nobody. NOBODY. Comes to an About Us page for the comedy. In website terms, About Us pages are that guy in the office who wears comedy ties and is ALWAYS in the kitchen.
Be light in tone, if relevant, but please god don't try to be funny.
Nobody. NOBODY. Comes to an About Us page for the comedy. In website terms, About Us pages are that guy in the office who wears comedy ties and is ALWAYS in the kitchen.
Be light in tone, if relevant, but please god don't try to be funny.
7) NO EXCLAMATION MARKS
Sort of a corollary to the 'don't be funny' rule, but a good one to keep content writers (or the kind of content writers who want to do About Us pages) reined in.
No exclamation marks anywhere on the page.
Anywhere.
None.
Don't do it.
Not allowed.
Sort of a corollary to the 'don't be funny' rule, but a good one to keep content writers (or the kind of content writers who want to do About Us pages) reined in.
No exclamation marks anywhere on the page.
Anywhere.
None.
Don't do it.
Not allowed.
8) SHOW VALUE NOT PEOPLE
This is key if the audience isn't staff (i.e. to make them feel valued). No one cares if John in accounts loves Warhammer. Or if you're based in "leafy Outer London"
If they're reading it, they came for proof you can deliver. so give them examples.
This is key if the audience isn't staff (i.e. to make them feel valued). No one cares if John in accounts loves Warhammer. Or if you're based in "leafy Outer London"
If they're reading it, they came for proof you can deliver. so give them examples.
9) DECIDE WHO REVIEWS IT, AND WHEN
Set calendar reminders, decide who is updating it, and remember HOW MUCH WORK IT WAS to update.
If it took four weeks of effort to get everyone to write a bio, it will next year too.
Only thing worse than an About page is an out of date one.
Set calendar reminders, decide who is updating it, and remember HOW MUCH WORK IT WAS to update.
If it took four weeks of effort to get everyone to write a bio, it will next year too.
Only thing worse than an About page is an out of date one.
10) DON'T DO IT
If you don't need to have an About page, don't. Seriously. Nobody cares. Any value it could add in most circumstances would be better highlighted elsewhere.
People shouldn't have to go to a page to decide they want to engage with you. That's a UX fail. /END
If you don't need to have an About page, don't. Seriously. Nobody cares. Any value it could add in most circumstances would be better highlighted elsewhere.
People shouldn't have to go to a page to decide they want to engage with you. That's a UX fail. /END
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