Your About Page is the second most visited page on your website, so no pressure, but it’s an important one to get right.
The About Page on any website is where the audience really gets to know you, your business, and what you’re all about. Just because it’s on your corporate website, doesn’t mean it needs to sound like a corporate spiel – in fact, it shouldn’t. Here are a couple other quick pointers you can implement right away to make your About Page a place potential customers can really get to know you.
Tell Your Story: If your business has a unique story for how or why it started, share it! Don’t limit yourself to a short summary – paint a picture for the reader that helps them understand your brand, your value, and your ‘why’. Consumers buy based on emotion.
Let Your Brand Shine: Websites for companies in the same industry often look and sound pretty similar. Your About Page is your chance to really let your brand shine and show what it is that differentiates you from your competitors.
If you have a quirky brand, you can use this opportunity to really break the mold and stand out. Laura Belgray of The Talking Shrimp has the most unique About Page I’ve seen – and it works.
Show Results: And I don’t mean, “Last year I helped…” Instead, ask your current clients for testimonials (if you don’t already have current ones) and use those! For consumers, social proof (reviews, testimonials, case studies, etc.) plays a huge role in building trust with your company. Make sure the results you achieve for clients (not just what you do) is clear.
Lose the Superlatives: Don’t call yourself a visionary or your company cutting-edge. Every one wants to believe that about themselves, and while it may be true, it doesn’t do very much to show consumers those results we spoke about earlier.
The most important part an About Page is letting consumers know who you are, so if you’re struggling to put pen to paper, write about the main purpose of your business, who your clients are, and what problems you solve. It’s not a bad way to go about it – but if you’re trying to stand out from the crowd, take a bit of a risk and have fun with it!