Does your About Page need a revamp?
The goal of an About Page is to help readers understand who you are and what drives your business. When potential clients visit your website, they want to feel like they can trust you with their money or time (even if it’s just for five minutes). You want them clicking on “buy now” or “contact us” because that means you’ve done your job as a marketer well!
If you want to create an about page that is engaging and helps people understand what you do, here are some tips for writing a good one.
Why is the About page important?
Your website is the first impression that you give to your potential customers. You should make sure that it provides all of the relevant information about your business, while also being inviting and professional. The About Page on your website should be a place where visitors can learn more about who you are, what services or products you offer, and why they should choose to do business with you.
This page will set up an expectation for their future interactions with your brand, so make sure it’s worth reading!
Advantages of having a kickass About page
#1 It can bring in money
You need customers, and one way to get them is by crafting a narrative that sells your brand to them.
#2 Create loyalty
Learning a bit about your company’s history and it’s vision for the future will help people align with what you do and how you do it.
#3 Your business and brand is seen by your followers
Website traffic is so important no matter what type of business you run. Ensuring that every page on your website is optimised for the viewer will go a long way to keep people on your website and encourage them to opt-in to your lead magnet or make more purchases on your online store.
#4 Attract the right prospects
People can tell within seconds of landing on your website if your products/services are “for them”. If you construct the content of your About page for your target market, you will be more likely to retain them as leads/customers in the future. Don’t worry about “converting” people who are not a match for what you do.
4 key elements of a strong About page
1. Have a strong headline
A rule of thumb: Just like it is with other articles and marketing in general, you want to grab and hold your viewer’s attention. This will ensure that they don’t leave before reading more.
Some of the important things to remember when thinking about the headline is the following:
- Numbers eg. 5 Easy ways to start a small business
- A catchy headline like the point above
- Use numbers instead of writing the word
- Make a promise to your reader eg. 5 proven ways to start a business
2. Have a content body that shares what your company is about
It’s not enough to just grab your reader’s interest with your headline, you still have to consider your viewer’s fleeting attention span.
With this in mind, you’re going to give them what they came for and tell them what your company is about. For example, explain what you do, your purpose etc.
3. How does your business benefit its customers or clients?
As much as the About page shares information about the business, a clever trick is to include how your business benefits the viewer.
After all, you want to give your potential customers a reason to support your business. So tell them why they will benefit. Are you solving their problems?
4. Include a picture of you/your team
Throughout marketing and business strategy improvement, visual representation speaks volumes when it comes to humans. Use this opportunity to share more about your business through pictures.
Express the company’s personality and you could even do a timeline that depicts where it all began until where it is now. We are social animals so an attractive image of you or your team will help the reader to know, like and trust you.
Secrets of the best About pages
If you’ve been wondering what will make such an important website page stand out, then the following factors play a big role:
Create a sense of trust
Firstly, to win your viewers and potential customers over, you need to establish trust. They need to trust you to consider your services and products.
Tip: How long is your business established? State the number of years.
Use clear language
It’s not about being clever. It’s about being clear.
Your writing should be simple, direct, and conversational. There are no shortcuts to clear communication by using jargon or overly complex sentences. Clear writing is the most effective way to communicate your ideas with your audience because it is easy for them to understand you and what you’re trying to say without having to do much work themselves. You can’t just rely on how smart people think they are when they read something that was written in a confusing way – which will lead them elsewhere looking for clearer information elsewhere.
Encourage action
In digital marketing, our ultimate goal is to get people to take action. To opt-in, to save, to download, to book a call, to sign up, to buy. These actions are the lifeblood of your online business, so check if you have relevant calls to action on your site. Your About page is a good spot to place a “book a call” or “learn more” button. Just be sure to only have ONE CTA per page.
Additional tips:
- Be humble. People appreciate hearing from successful, yet humble people
- Don’t be a “wise ass,” – nobody wants to hear from someone who thinks they’re superior
- Don’t ramble on and on about an idea, readers will bounce from your page
- Be clear in everything that you write and avoid fluff
- Review your website at a minimum every 4 months and update it as necessary
The takeaway on what makes the perfect About page for your website
Now that you know what makes for a perfect About page, it’s time to get started. Make sure your tone is positive and friendly in order to create an engaging experience for your readers. Be authentic by including information about yourself or company members on the page.
Include photos of people who are part of the team so potential customers can see exactly who they would be working with if they purchase from you.
Keep things simple but interesting because this one page will have a huge impact on how well your website converts visitors into leads!
