An About page is your chance to connect with site visitors on a more personal level. If you think about it, if they decided to click on this page, it must mean they are truly interested in getting to know your restaurant’s story and the people that work behind the kitchen door.
The trick to writing the perfect About page text is to do it like you would like a school essay, just a bit more attention-grabbing. Every About page text should have an introduction, body and conclusion. Not sure what we mean? It’s O.K., here are some tips that can help you create About page text site visitors will enjoy reading:
1. Don’t obsess over the text length. Ten, fifteen, twenty sentences? Who cares?! There’s no limit. Start writing and see how it goes.
2. In the introduction, mention a couple of information about the restaurant itself. If the restaurant is one of the oldest ones in your town, be sure to mention it. Also, don’t forget to state clearly the type of restaurant you run (vegan, Italian, French, etc.), and what your culinary philosophy is.
3. If you want, you can mention a thing or two about the menu. Just remember not to share too much 一 share just enough to get site visitors interested in checking out the Menu page.
4. Mention the chef, and what is so special about him/her. If you want, you could build separate pages for your chef’s story and one for the Team (in which you’ll include information about your Restaurant Manager, Head Sommelier, etc.).
5. Remember that the About page text is not one-size-fits-all. Don’t be afraid to get creative with the text.
Once you feel like the About page copy is almost done, you can start thinking about the visuals you can include on the page. The visuals can be “behind the scenes” shots, restaurant interior photos, or a video that represents meal preparation, tricks you use in the kitchen, and how you treat customers. Just make sure that the copy and the visuals complement each other.