One of the most important pages on your website is your “About” page. Why? Because it has the power to start relationships. Done well, your “About” page can create trust and inspire action. Done poorly, and it can leave prospects running.
How do you know if your “About” page is good? Ask yourself these questions and see how well your existing copy holds up:
Is it clear what we do? Forget all the flowery descriptions and clever text. Forget the self-praising accolades. If you can’t describe what you do into one straightforward sentence, you can’t expect your visitors to stick around, trying to figure it out. Your job is to solve problems, not create them.
What are visitors looking for? What do they want to know about you? Think location, specialty, niche, etc.
What value can we bring them? Your “About” page is as much about your customers as it is about you. How do you help your customers?
Who is our target audience? Your business most likely wasn’t meant to be a one-size-fits-all, and that’s okay. Categorizing your customers saves both you and your site visitors time and effort by identifying right off the bat if there’s a good match in the making.
Why should someone trust us? Establish credibility and briefly describe your company’s history. People like a story, especially when it involves problem-solving.
What now? Don’t overlook the importance of including a call-to-action on every page of your website, including your “About” page. Once you’ve won visitors over with your text, keep them engaged and ensure future contact by asking them to take action. Subscribe to your blog. Request a free report. Schedule a free consultation. Visit your store. “Like” your company on Facebook. Whatever it is, find a way to turn their interest into action.
While it may be tempting to create a lengthy, text-heavy page, Neil Patel, online marketer, suggests taking a “less is more” approach to your “About” content. In his 2017 article, “The 4 Most Important Pages on Your Website (& How to Optimize Them),” Patel says, “The more information you load up on your main pages, the less likely the user is to remember any of it.” He recommends employing visuals—videos, diagrams, photos—on your “About” page to help convey a lot of information with limited text.
Is your “About” page ready for a makeover?