White Kite Studio | Create + Elevate
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C+E: How to write a killer about section for your website

Here at White Kite I work with a few talented freelance copywriters, and together we strive to create brand voices that are just as beautiful as the visual branding! Copywriting is often a very neglected part of the branding process for small businesses, but I never skip on introducing my clients to the power of a well-written, brand-conscious piece of text. One of the most important ‘pieces of text’ is probably the one where you introduce your brand to the world, aka the about section on your website! I’ve asked one of my talented writing colleagues, Roeleen from Simply Written, to give us some of her best advice on writing a killer about section for your website!

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Why is a well-written ‘about’ section important for your website and business?

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One of my favourite things to do, whenever I come across a new brand on social media, is to hop on over to their website and hit the “ABOUT ” page. There’s days where I get lost in the story, almost feeling as if I knew this person forever and it makes me love their brand all the more. But, sadly, there are also days that leaves me grimacing at my screen, shaking my head and finally, closing the tab.

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Your about page, as small and insignificant as it may seem, is just as crucial as those beautiful reviews you have sliding on your website or the shiny portfolio that you’ve put together. It reflects the mastermind behind the brand, draws your reader in, builds trust and invites them to browse through the rest of your website. Your about section will contribute greatly to the opinion that your ideal client will form about your business.

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So, do you have a recipe to writing a beautiful, personality-filled about section?

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Yes! Putting pen to paper and talking about yourself is never easy, but I’ve formulated a simple A, B, C, D list that can be used to guide you throught he process of writing a killer about section for your own website.

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1. A is for ‘Attention’

This one is easy, and I’m sure you saw it coming: attract attention! There are so many ways in which it can be executed: humour, a quote, an image, an interesting opening line. Make sure you grab your reader’s attention with one element that will encourage them to read on. Ultimately, you want your about section to be the hook that will urge your reader to browse the rest of the website!

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2. B is for ‘Be you’

This is the foundation on which you should start your writing! Start by writing down a few important points of interest that you would like to include in your about section, and then elaborate on each as you would in person. Imagine having your best friend over for coffee. How would you address her, which words would you use? Once you’ve elaborated on each point, move on to constructing sentences that flow and ultimately put a beautiful, eloquent story together.

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3. C is for ‘Concise’

Keep it short, sweet and simple. It shouldn’t take longer than 3 minutes (or less!) to read through your about page. After that, it’s likely that you will repeat yourself, list unnecessary details or worse: lose your reader’s interest! Knowing your audiences will play a key role in this step of the process. Know the things they’d be interested in and include some of it in your piece.

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Here’s a small checklist of things you could include:

– Something about yourself
– Something that inspires you
– Some experience in your profession

– Something humorous (if it fits with your brand personality)
– Something that makes you vulnerable (be careful not to put yourself on a pedestal)

– Some info about the service or product you offer
– Something that your ideal client would value

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4. D is for ‘Dive a little deeper’

This might come as a surprise, but your about page is actually about your client! And before you get confused, let me explain. Sure, on the surface your about page tells your story, but dive a little deeper, and you’ll come to understand that your about page (should) provide the answer to a question that your client has. It should reveal a confidence that you can solve their problem and offer them the product or service they need. Once you’ve taken that into account, you’ll address their need directly, hold their attention and conclusively win them over!

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C+E: Ditching the trend – An opinion about minimalism

So after last week’s big bombshell confession, I guess that this is another one, and things are about to get controversial! Before leaving on our sabbatical, I found myself in a bit of a schizophrenic frenzy. I recently left the wedding stationery part of my business behind, and after 3 years of the same look a rebrand was obvious. However, I was stuck and running around in circles while trying to settle on something that FELT right.

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Any designer that’s ever tried to rebrand his or her own business will know that it’s super difficult, but this time it felt impossible! I set out a time to work on my new design, and got as far as new colours, new fonts and a basic style sheet, but for some reason I was just not bringing it home. I thought it was beautiful, but I really struggled to connect with it. I blamed it on being tired and needing a break, but boy was I wrong…

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Now while I was travelling the world I obviously kept thinking about it, and after much introspection the answer just kind of hit me in the face one day. I suddenly realised why my ‘new look’ felt so shallow. I was over-influenced! I was trying to follow a trend and fit in. I was trying to be something that just didn’t come naturally to me, and in the long run it would have been soul-destroying to try and fake it.

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Now, before I go too far, please forgive me in advance if someone is about to be really offended…

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I was trying to be a minimalist. Or rather, I was trying to be another minimalist. Or even more, I was trying to be another minimalist that looked and sounded exactly like the next one. Don’t get me wrong, I love it, I buy it, and I really truly try to live it, but I still had to realise that minimalism as a philosophy didn’t always translate into neutrals, artistic shadows and using the word ‘authentic’ more than is necessary!

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Now in order to bring that statement down to earth after I so boldly put it out there, let’s talk about minimalism. It’s intensely trendy, and people are throwing it around like sweet beige coloured confetti. But what does it really mean?! I read this, and it made sense:

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Minimalism:

Don’t do anything;

Don’t own anything;

Don’t be anywhere or around anyone;

That you do not love.

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And that’s it! If it’s not necessary or if it doesn’t make you feel good, then get rid of it. It’s a lifestyle and an attitude, rather than just a specific aesthetic style or tone of voice. Right? So, am I a minimalist? Yes, I guess I am. I recently gave away literally 50% of everything that I own. I became a vegan, because I didn’t feel like animal products made me feel good or was necessary for optimal well-being. I prefer to buy simple, classic and good quality clothing that will last me a few years. BUT. I also like colour. I like busy patterns from time to time. And I don’t believe that beauty, interest and value can only exist in perfectly sterile places.

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Life needs more than what people perceive as minimalism. Because that’s the thing about perceived minimalism, there really isn’t much to it.

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Without more visual interpretations of this philosophy, we all run the risk of becoming indistinguishable. It’s the same fonts, it’s the same colours, it’s the same art direction in every image, and it’s impossible to tell one business’s character apart from the other. Everything starts to feel repeated and like a big old snooze-fest!

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I loved looking at these profiles on Instagram, thinking about how beautiful and perfect it all looked. I wanted to create something just like it, so people would look at my business and say the same things. But, after my trip I realised that it’s more important to stay true to yourself and the things that come naturally. Trends will come and go, and people will run after it like sheep, but sometimes you need to be the sneaky breakaway that the dogs come after. Be a rebel, because that’s when you get noticed!

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So, I know that some people will have big opinions about this, and I would truly love to hear about it and engage. I obviously also know that there’s more than one trend out there, and with my new branding launching at the end of November I can’t say that I wasn’t subjected to ‘inspiration’ (just like everybody else). So let’s chat about this, I’d love to hear your thoughts!

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3 Top tips on small business branding

So you finally have your own little start-up. Your baby. For so many people it’s the ultimate dream to have a successful small business to call their own, and here you are doing it! That’s really great, so here is something you already know then. Underneath the layers of excitement and pride of being your own boss, entrepreneurship is hard! Every single aspect of the business falls on your shoulders, from rolling in the dollars to admin, marketing, crisis management and keeping a consistent and exciting brand alive. Life will happen, and business will happen, and in the flurry of our day-to-day madness, one thing (at some point) gets a little fuzzy – the brand. That’s small business for you, the solo show and unfortunately one of our biggest downfalls.

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So why does this happen? It’s simple actually and I’m not afraid to say it either, but most people really don’t value their branding enough to know what a massive impact it has on their business. Most start-ups will argue that they never got the time to ‘do it right’; while the rest just feel completely overwhelmed by the topic and decide to ignore it while they get on with the more important stuff. Nurturing a brand is such an important part of building a business and it needs to be at the top of you to-do list instead of the bottom.

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Deciding to take the leap and re/brand your business properly is a massive step in the right direction, but your might encounter another little problem… How do you move forward when you’re intoxicated by the excitement of creating a new logo, or sucked in by the vortex that is Pinterest? Easy, you follow these 3 pieces of advice, and get on the road to creating a brand that will last and impress.

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1. START FROM THE BOTTOM UP

 

Here’s the deal, branding is not just a sexy little logo. It’s not a new website. Branding is all about the way you make people feel. It’s an impression, a projection and connection. So what impression do you leave? What do you show the world about yourself and your business through your branding? How do you use your branding to connect with your audience and create loyal brand ambassadors?

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Pay careful attention to what I’m about to say friend: Branding is a framework of communication and should be laid out from the bottom up. A solid foundation will make your walls strong! Before you jump straight into the look and feel of your new brand, it’s so important to get to know your brand from the inside out. The moment you get overwhelmed or confused about what your branding should look like and what it should it entail, know that you haven’t discovered the core of your brand yet. Here’s some questions for you:

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Who is your ideal customer?

What do you want to be known for and what do you stand for?

Do you have a proper business plan in place, with clearly defined goals and a vision?

What current trends are impacting your business or your opinion about it?

What visual space in the market is currently unoccupied and how do you stand out?

Do you truly understand the depth and scope of branding and what you need to plan for?

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If these questions are intimidating to you, then read on…

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2. GET THE HELP OF A PROFESSIONAL

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“If you think it’s expensive to hire a professional, wait until you hire an amateur.” – Red Adair

 

You take your car to a mechanic right? You go to the doctor when you’re sick? Why on earth would you decide to magically transform yourself into a professional designer in a week? It’s a real profession peeps, and it takes time, practice and actual knowledge to do a good job. Remember how I said it’s not just about a new logo…

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If you don’t do your branding right from the beginning, chances are that you’re just going to redo it soon after. Your business is such an important part of your life and totally worthy of the investment. Take the time to find the right designer to help you create your real brand personality. Also, creating a strong brand from the get-go will create trust with your target audience and authority for your brand in the market place.

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3. TAKE RESPONSIBILITY

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And this is where things get tricky. All that beautiful design will mean nothing if it’s not applied correctly and maintained. Learn the skills if you have to or hire a professional, but make sure that every post on social media, every image, every piece of copy, every layout and every customer experience speaks about your brand personality and values. That’s the secret sauce of branding, consistency. Stay on brand and relevant at all times, and you’re on the path to beautifully branded success in no time!

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If you’re interested in learning more about the above and would like to go on a personal branding and marketing journey with me, then have a look at this. It’s Pink­, it’s fun and the biggest investment you’ll make into your business this year! Branding is my passion, and I take so much joy in guiding other creative entrepreneurs through the process of building a solid brand foundation. I invite your to join me for a Pink Party on the below dates, to truly get to know your brand. We cover 4 modules from focusing your brand, to branding; marketing and building a community that will propel you forward.

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Western Cape: 23 – 24 February 2016, Landtscap, Stellenbosch

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Gauteng: 29 February – 1 March 2016, White Light, Lanseria

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For more info visit the workshops tab on my website or email me direct on info@whitekitestudio.co.za. You can also have a look look at some of the photos and videos from our previous workshop, and see what some of the attendees had to say about it.

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If you never got the time to do it right – now is your time. I’d love to know if you thought this article was helpful, so leave a comment below and share your thoughts!