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5 tips to write a great about page for your environmental startup

Article excerpt or TLDR:
  1. Don’t write about your product or service! Concentrate on you and your company's story.
  2. Explain your mission. Who you are, what problem you’re tackling, and how you’re going to solve it.
  3. Use testimonials from clients.
  4. How are you changing the world? What distinguishes your product? What issues does it address?
  5. Finish with a call to action. Make it easy for them to continue learning more.
  6. Bonus #1: Make it in line with your marketing message. Treat it as an “inside scoop” on your brand.
  7. Bonus #2: How to write an effective about page. Keep it brief. Use simple language and active words.
Image of a canyon with text in front that reads:"5 tips to write a great about page for your environmental startup".

It’s funny: most of us are more likely to read about a new environmental startup that is in some shape or form helping preserve the environment than, say, learning about yet another social network.

The reason for this is that environmental initiatives have been mentioned so frequently in the mainstream media and online that they have become commonplace.

Due to climate change affecting us all, we are well aware we should do something to minimize its effects. But most of us are stuck because we don’t know what to do or who to trust.

As an entrepreneur in this industry, you may provide a solution to your environmentally concerned audience by developing a captivating about page.

Your about page sets the tone for the rest of your website. A place where you share your personal story and connect with us, your eco-conscious audience.

Here are five recommendations (plus two bonus ones!) to help you create a captivating about page for your environmental startups and help us better understand who you are and what you do.

Table of Contents

  1. Don’t write about your product or service!
  2. Give an overview of the problem you’re trying to solve / your mission
  3. Use testimonials from clients as social proof
  4. How are you changing the world for the better with your business?
  5. Finish with a call to action, e.g., installing an app, contact, etc.
  6. Bonus #1: Make sure your about page is in line with your marketing message
  7. Bonus #2: Write an effective about page without the need of a copywriter
  8. Wrapping it up
A window with a sign behind it that reads: "What is your story?"
 Photo by Etienne Girardet on Unsplash

1. Don’t write about your product or service!

The first tip for creating a good about page is to write about yourself rather than what you’re selling. You’ll find that it’s easier than writing your sales pitch because you can be more direct on this page than anywhere else on your site.

Concentrate on you and your company’s story.

Offer some personal background information that will help people understand what motivates you and why you’re establishing this green business in the first place.

Again, don’t pitch yourself here; this isn’t a sales page.

Keep in mind that people visit your site from different places — social media, your blog, a search engine or an email newsletter — so don’t assume that they’ve already read everything on your site.

Use this page to introduce yourself again, but in a more personal way than you did on other pages.

TIP: Make it unique to you. Throughout, use first-person phrasing, such as “I” instead of “Company.” This not only makes you more relatable but also reveals the true persona behind the startup.

2. Give an overview of the problem you’re trying to solve / your mission

The introduction should be between 100-150 words long and should focus on three things: who you are, what problem you’re tackling, and how you’re going to solve it.

The following paragraph should highlight why you’re enthusiastic about the problem you’re trying to solve; this might be an anecdote about a period that had an impact on you personally or on your green startup.

You need to do your best to establish credibility. Don’t be hesitant to exhibit your passion. Write with conviction and authority.

Your about page is where you may explain why you’re doing what you’re doing and how it makes the world a cleaner, more sustainable place.

Start at the beginning, when you first came up with the idea for your small business. Describe your main product or service, as well as how it has evolved.

Perhaps there was a eureka moment that inspired your creation; share any significant milestones you’ve reached along the route (for example, if you’ve received an award).

Inform people about your company’s objective and how it fits into the larger picture. How are you contributing to making a sustainable mark in the world? What steps did you take to make the world a greener place to live? Please tell us all!

TIP: When it comes to writing something compelling, less is truly more — no one wants to read pages of text on a website (unless it’s... well, a personal blog).

Concentrate on presenting your story succinctly, using pictures and videos when possible. The entire part should be between 150 and 200 words long.

3. Use testimonials from clients as social proof

This is one of the most successful strategies to establish credibility and encourage potential investors to invest in your business.

But as a startup, how are you going to find them?

Reach out to your first customers (or beta testers). If someone has already used your product or service and loved it, ask if they’d be willing to give feedback on what they liked (or didn’t) about the experience.

Just starting? Create a small giveaway (pair it with a social promo on social media) and afterwards ask for feedback. Be honest, you want to make your product or service better, right?

If there are any issues, you can fix them in subsequent versions of your product or service.

You should also start cultivating relationships with reporters who cover the sustainable niche you work in, besides reaching satisfied consumers.

Reporters will be interested in writing about you if you have a great product and an intriguing story to tell. It doesn’t hurt to give them an incentive to write about you by giving them free beta testing or early access to new features.

TIP: Don’t ever be afraid to reach out. Asking for an honest opinion can be extremely valuable. And it will allow you to get to know your eco-conscious audience.

A person holding a globe in front of a camera
 Photo by Ben White on Unsplash

4. How are you changing the world for the better with your business?

Your environmental startup about page is one of the smallest pages on your website, and yet it is also the most significant.

It shows your sustainable business to the world and helps potential customers decide whether to buy from you.

Some green startups make the error of approaching their about pages as if they were a resume or a company history.

They tell you everything they’ve done, including the number of employees, how long they’ve been in service, and the amount of money they’ve raised.

These pages are dull and ineffective since the only person interested in these things is… you.

Instead, consider what your audience wants to know about your company.

Are there any features that distinguish your product? How does it tackle environmental protection? What issues does it address? Before you write anything down, try asking yourself these questions.

You don’t have to tell a long, tragic tale about your industry’s environmental impact or other concerns.

Simply explain what motivates you to change things for the better, even if it’s as simple as getting fed up with spending too much on gas or not being able to purchase reasonable organic food at your local store.

Don’t go overboard with the common buzzwords like: eco-friendly, all-natural, sustainable, eco-conscious, all the hyphenated words! If you don’t have any meaningful data to back it up.

Greenwashing is as prevalent as ever, and most environmental initiatives are unaware that they are doing it! Just concentrate on what you know and how you wish to contribute.

TIP: Use benefits-driven language. Nobody appreciates a corporation that is continually attempting to sell them something; it appears desperate and inauthentic.

Instead, concentrate on discussing the advantages that your product or service will give to your customers: what issues will it answer for them? How will their lives change as a result of using your product or service?

Concentrate on describing these benefits in language that is understandable to your target audience rather than “sales talk.”

Think of it as describing the results of using your product as if it were already a part of your customer.

A wired phone with only the receiver.
 Photo by Alexander Andrews on Unsplash

5. Finish with a call to action, e.g., installing an app, contact, etc.

The goal of your about page is to establish future communication with your eco-conscious visitors.

End your story with a call to action (CTA). Let visitors know what action you want them to take next, and then provide links that will walk them through the process.

For example, if you’re launching a new product, tell people about the problem it solves and then ask them for their email so you can send them more information about it.

If you’re trying to build relationships in your local community, ask people for their email so you can send them more events listings.

It is not as tough as you might believe to choose the correct wording for your CTA.

Simply follow these few steps:

1. Add value by writing what benefits them rather than simply telling them what to do.

For example, instead of putting “sign up for our newsletter here!” offer a little more incentive such as “join our community and get concrete advice on how together we can make a difference!”.

2. Make it simple for them to respond by doing exactly what you want them to do.

Don’t divert their attention with a slew of links or buttons that will take them all over your website. Concentrate on a single action.

3. Incorporate emotive components into your call to action to make it more attractive, such as appealing to people’s sense of humor, playfulness, motivation, and so on.

TIP: Start small! While you don’t want to pressure people into doing anything they aren’t ready for, there is something you can ask them to do: install the application or visit the website or connect via LinkedIn and Twitter.

By making it easy for them to respond, you give them one more way to engage with your startup and discover its benefits.

Bonus #1: Make sure your about page is in line with your marketing message

Your about page should be consistent with the marketing language you use so that new visitors can easily transition from a more sales-oriented pitch on your home page to a more personal message on your about page.

People frequently visit about pages to get the “inside scoop” on a company. They want something that will help them realize how authentic the company’s beliefs are and how well they connect with their own.

Ultimately, the more consistent your message is across all media, the more likely potential customers will trust you.

TIP: The about page is one of the most visible parts of a website, and if it doesn’t match the rest of your branding, you’ll appear unprofessional.

Your about page should follow the same design principles as the rest of your website. Many times, it appears to be an unattended blog entry from years ago.

Bonus #2: Write an effective about page without the need of a copywriter

Here are a few pointers to make your writing sparkle like you’re a true copywriter’s diamond:

Use simple language and an active voice. Don’t begin sentences with “There are several reasons why...” or “There are numerous methods that...”

Those are just flimsy justifications for not getting to the point. Instead, begin with a bold statement and then follow it up with specifics that support your points.

To back up your statements, use statistics and facts. Provide actual proof of your sustainable proposal to help people grasp its significance.

Maintain a straightforward approach. On this page, avoid using needless words or phrases.

Remember - this is the visitor’s initial impression of your firm; therefore, it must be clear and memorable.

Add a video to your website that explains what you do in less than 90 seconds to make it even better.

This way, your eco-friendly audience will not only learn more about you, but they will also be able to hear your voice and see your face, which will help them trust and connect with you more readily.

Keep it brief. Your about page should contain only 300 words. Most users never go past the first paragraph of any online page before determining whether to continue reading.

Keep it up-to-date. Check that your contact information and services are correct and up to date.

Use keywords in your business description so that search engines will recognize them when someone searches for those terms. Keep in mind that search engines reward original and fresh content with higher positions in their search results.

Wrapping it up

Keep in mind that your about page isn’t for you. It’s for us.

Make it appealing and explain how your company differs from the other environmental initiatives out there. Make me want to click through to your website to learn more.

Today’s small businesses are greening up in a big way. From protecting the environment to creating jobs for the unemployed and disadvantaged, companies across the globe are doing it.

And when you formulate your environmentally friendly business idea, the place to tell it all will be your about page.

You’re not alone: about 80% of new startups start their life online. If your environmental startup wants to stand out in the digital world, you can always reach out for a free brand and web design consultation.

I’d be delighted to assist your startup in developing an effective platform for sharing your environmentally aware idea and connecting with like-minded clients. We’re all in this together.

As you can see, an about page is more than just a summary of your company. It should be a place for you to tell your story and convey what sets you apart from all the other environmental startups out there.

Hopefully, this guide will help you get started on the right path.

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