Did you know the ‘About’ page is the second most-visited page on a website after the homepage?
It makes sense, right? Once a visitor has figured out what you do (from your homepage), they’ll want to know who you are. What you stand for. Why you’re the person or company to solve their problem.
That’s why your ‘About’ page needs care and attention. It shouldn’t be an afterthought. It needs to be carefully crafted and tended to like a newborn lamb (ok, maybe I’m stretching a bit here). But it certainly shouldn’t be cobbled together in 5 minutes flat.
After all, it could make or break whether a prospect becomes a paying customer.
So, what should your ‘About’ page say?
First off, it should give your readers a sense of who you are. Of what drives you. It should not be a never-ending list of your achievements. I’m sure your mum is still proud of your straight As at A Level but I can guarantee no-one else cares (sorry).
Your ‘About’ page should connect with your visitor’s problem or goal. Explain why your business is the one to help them. You may think the page is about you, but newsflash, it’s actually about how you and your experience can help your visitor.
Include your mission and values. The reader wants to know who they’re buying from. What type of company they’re doing business with. Do you partner with a charity? Are you B-corp certified? Sharing your mission and values shows potential customers what kind of business you are, beyond your products and services.
Mention your credentials. Do you have relevant qualifications? Are you a member of an association? These proof markers are important if you want your target audience to trust you.
Get personal. Humans buy from humans at the end of the day and your visitor wants to know who’s behind the brand. Do you love wild swimming? Have you got a pet chihuahua? Are you a huge Arsenal fan? Think about what you’d talk about if you met your prospect face-to-face. Let them get to know the real you.
Tell your story. People love a good narrative, so if you’ve got an interesting tale to tell, share it. Maybe you were inspired to set up your business while trekking the Himalayas or on a beach in Mexico? Maybe you met your business partner on an Easyjet flight from London to Edinburgh? Whatever your story, share it. Just make sure it’s true.
Include pictures. Photos of you and your team help visitors get a real feel for who you are. They’re also a great way of boosting your credibility. If you can use photos of you in your work environment, doing what you do best, even better.
Share testimonials. Positive feedback from previous customers or clients should be dotted throughout your website but if you have a nice quote about you as a person or your business, make sure it’s on your ‘About’ page.
Include a call to action. Maybe you want visitors to fill in your contact form? Or start a free trial? Or sign up to your email list? Whatever action you want them to take, make sure it’s clearly signposted. You’ve just convinced them you’re the person or company to solve their problem. Make it easy for them to take the next steps. Include just one call to action (you don’t want to overcomplicate things) and keep it short.
Update your page regularly. Your ‘About’ page will never truly be done. As your company grows and evolves, add any new relevant information. You might spot something you like on someone else’s ‘About’ page. Apply that to your page – just make sure don’t copy them word for word.
Does your About page need a makeover? Or do you need one written from scratch?
Get in touch for a chat.
