Storytelling for an About Page: Why and How?

You have taken care and thought about the content of your site, but you have to admit that you have somewhat neglected the writing of your about page. Did you know that a presentation section is, on average, the second most viewed page on a site? There is something to think about. Wondering how to go about making it more attractive? Storytelling techniques can help you craft an outstanding “who am I” page that will engage your audience and increase your conversion rate. We explain why and how to use storytelling for an about page.

Why use storytelling for an about page?

Storytelling is a communication technique that uses the narrative structure of the story to convince through emotion. It is often defined as the art of telling stories in order to touch and seduce. This process is particularly suitable for writing an article presenting a company, a person, or a brand.

Techniques to capture the attention

To be attentive, we need our imagination to be stimulated, and our curiosity to be aroused. Hearing a great story arouses emotions in us and captures our attention. Before writing, Man was already transmitting his knowledge and traditions, from generation to generation, by telling stories orally. We know today, thanks to scientific research, that the stronger the emotions, the more our brain memorizes them. For example, we all remember exactly what we did on September 11, 2001. To grab attention, we must therefore solicit the reader’s imagination and make him experience a real emotional process.

Narrative processes to mark the spirits

As surprising as it may seem, the brain loves stories, whether they are true or false. For him, there is no difference. The proof is the effectiveness of hypnosis in “deprogramming” the brain and making it adopt other reflexes. In the same vein, I’m sure you’ve already become so attached to a character in a film or a novel that you felt a strong emotion as if he really existed. Playing with emotions and establishing a narrative tension puts the reader waiting for the sequel. This is a process from storytelling, very useful in an about page.

A process to convince

We all had a history teacher who forced us to memorize things we quickly forgot. But a single day in Obrador-sur-Glane, whose inhabitants were massacred one day in June 44 and which has been preserved as it is, will remain in our memory. The images, by referring to concrete situations, help to mark the spirits.

As you can see, if you use storytelling, you’re about page should convey emotion and avoid cold, soulless descriptions. The reader must be able to identify with and be nourished by images that touch him. Emotion brings empathy and can provoke decision-making. We don’t choose a coat because it’s made of 50% polyester, we choose a coat because we find it beautiful. Decision-making is very often instinctive and emotional, and not rational as one might think.

A way to stand out from others

Moving the Internet user and provoking empathy makes you a unique person in their eyes. He will then be more willing to perceive the values ​​you want to convey, adhere to them, and follow you. Touching the reader with who you are is a way of differentiating yourself from others. Storytelling for an about page, using narrative, imagery, and emotion, is the perfect vehicle for your core values.

How to write an exceptional about page using storytelling: 10 effective tips

You are convinced that using storytelling techniques in an about page is beneficial for your business, but you do not know how to go about it concretely. Here are simple and effective ghostwriting services for your presentation page to turn your readers into loyal customers.

1. Identify your target

Knowing your target audience is imperative to adapt your strategy and your arguments. Remember, you are telling a story to your readers! In marketing, we speak of “persona buyer”. This is a fictional character, representative of a target group of people. We characterize him in a very concrete way: his age, his profession, his love and family situation, his expectations, the way he expresses himself, the social networks he uses, etc. If you’re having trouble identifying your target and it still seems too vague, take some time to concretely define your personas. This tip will help you have more effective direct speech.

2. Adapt the way you write

To touch people and make their emotional fiber vibrate, there is no need for long convoluted sentences and eye-popping vocabulary. Having writing that is too pompous or too complicated will do you a disservice unless that is the general tone of your site. Your way of writing must correspond to your audience and the image you want to give. If you are a blogger, be yourself and rely on authenticity by drawing on your experience and what drives you. If you are a business, tell your story in a way that your target customers can understand to make them more human.

3. Talking about the reader

It’s paradoxical for a page that aims to introduce you, but it’s an important point: don’t talk about yourself. For your visitor to feel concerned, he must be involved. He’s not reading the biography of Michele Obama or Steve Jobs, so your year of birth and where you grew up, honestly, he doesn’t care. This is not what will mark him and encourage him to follow you. He wants to know your story, not your history. Through your experienced difficulties, the Internet user must see what he is experiencing or risks experiencing. You’re about page should talk about your client, what they are looking for, their needs, and their goals. In this sense, avoid “I think that” or “in my opinion”. The reader doesn’t want to know how you feel. He wants to know what you can give him.

4. Build a narrative

Build your story according to a simple frame, announcing first an initial state, then the arrival of a problem, and finally the resolution of this situation. This frame is often used in films, novels, stories, etc. We set the scene, we explain the context and the initial state. Then arises a problem, an internal or external conflict, a challenge that will turn into a powerful engine for the future. Finally, the solution appears and then emerges a course. What drives you and your values ​​resides in this story. The key is in your “why”. The reasons why you offer your services or a product will make this speech relevant. If everything is clear, you should easily write your story and you will naturally use storytelling for your about page. You can also hire professional writers to help you put your story into words.

5. Provoke emotions

As we saw above, an act of purchase or membership is an emotional process. The TinyTech user will see you coming with your big clogs if you use direct commercial arguments, such as “Come to my house, you will lose 20 kg in 2 months” or “Follow my training, it is the most beautiful in the world”. This type of speech can only be effective when the emotion has taken root. The reader is convinced that you can provide a solution to his problems, simply because you know what you are talking about. For this, storytelling on an about page is an incredibly effective conditioner. By explaining your journey and the difficulties you have encountered, the reader will recognize himself because he will be touched by his own feelings.

6. Use action verbs

To give strength to your story, favor verbs that indicate an action. These dynamic verbs will give rhythm to your story, especially if you make sure to keep the sentences short. For example, replacing “aims to make changes” with “changes”, period! To energize your texts, absolutely read the article on the use of powerful words.
And above all, stay concise! Keep only the essentials of the message you want to convey. Reread, cut, and recut to get straight to the point. You won’t have any trouble if your message is clear to you.

7. Provide evidence

You’re about page is the appropriate place for some valuable numbers, a few testimonials from satisfied visitors, or commentary references in the press. Like Saint Thomas who only believes what he sees, the reader needs proof. They give credibility to your speech and allow you to highlight the expertise and quality of your content. This will be good for your EAT (Expertise – Authority – Reliability), the famous criteria on which the Google algorithm bases its judgment on the quality of your pages.

8. Humanize the speech

Remember, this is your introduction page. Now is the time to build a bridge with your customers. To humanize your approach, it is you who must be put forward. Showing your face is a must. If you really don’t want to display your photo, find a humorous tip or explain why. Did you know that on Instagram, images on which a face appears have 36% more “likes”? This is also the case on your site: the brain is reassured when it receives images of faces.

9. Stimulate the imagination

Use images and metaphors to convey a message you care about. We all have in mind the garage of Steve Jobs’ parents where the first computers were born, but no one remembers the key figures from Apple. Integrate them into your text if you can, but also create concrete situations that will challenge the imagination of your readers. This is how myths are born. Apparently, Steve Jobs never built a computer in his parent’s garage.

10. Propose a sequel

A page about is a bit like a first meeting: if you want a sequel, you have to propose a second meeting! So, above all, don’t forget to propose an action to your readers: leave contact details, subscribe to your newsletter, join your YouTube channel, etc. The possibilities of CTA (Call to Action) are numerous. Above all, do not leave your reader without a proposal, and take advantage of the link you have just created with him. That was the goal, right?

If you think you need help writing an exceptional about page, do not hesitate to call on the editors of Web. This platform allows you to easily and quickly build a team that suits your needs.

Masab Farooque
Masab Farooque is a Tech Geek, Writer, and Founder at The Panther Tech. He is also a lead game developer at 10StaticStudios. When he is not writing, he is mostly playing video games