How to Craft a Great About Page
December 17, 2020 / Web Design
Don’t underestimate the power of your about page — it’s a sales page in disguise! The about page is often one of the most visited pages on your website and it’s a place people go when they’re seriously thinking about engaging with your business. This page is your opportunity to convince potential clients to work with you or buy your products, and has the potential for high conversions.
A lot of people say that the about page is not about you, it’s about your clients, but this isn’t entirely true. When visitors land on your about page they are 1. Curious about YOU – who are you, what do you believe in, and why do you run your business? 2. How can you help them and why are you the best person for the job?
A great about page will show off your brand personality through stunning website design but it also needs to have the right content to let your website visitors get to know you.
Quick tips for a great about page:
Who are you?
Don’t forget to include at least your name and one or two images of you. It’s amazing how disconnected we can feel if we have no idea who we’re learning about. When we have a face to put with your name, you become much easier to remember. Combine these things, with some well-written content, and we can start to feel like we really know you.
If you have a team, this is the place to introduce them. Keep it brief and let us know the important and fun stuff about each person.
If you’re confident on video, you might want to include one on your about page. This can keep people on your page longer (great for SEO) and really let them get a sense of who you are. One caveat: don’t use video only. Some love it, some hate it. If you use video on your about page, keep it short, make it interesting, and include text for the readers in your audience.
Tell your Story
Your visitors want to know who you are, how you got here and most importantly why you’re passionate about what you do. This part of your about page gives you an opportunity to reveal your values and your personality, as well as the impact you want to have in your business.
What your readers don’t want is a three-page monologue of all the places you’ve been and things you’ve done. They don’t want boring!
Talk about how you can help
This is one of the most important parts of your about page. Here you can talk about your process. Laying out how it works in a few simple steps lets your visitors understand what you can do for them.
Step 1. How they can buy your product/service
Step 2. The work gets done/services delivered
Step 3. They enjoy the benefits
Let them understand how it feels to work with you
This is where you can talk about your results. What have past clients said about working with you, what struggles do they no longer need to deal with because you helped them? How do they feel once they’ve purchased your product or engaged your services?
Include a clear call to action
This is where 90% of about pages fail. When you don’t have a clear call to action, you’re failing your business and your potential customers. If you’ve crafted your perfect about page, you’ve got your online visitor’s attention and it’s time to let them know how they can take the next step!