The importance of your About page
One of my former web design clients recently reached out to me to get my thoughts. She had taken a meeting with a marketing specialist who had given her a list of recommendations, including some for her website.
I love learning from people who are experts in their fields, so I was really interested to read the list. I read, nodded to some, but came to an abrupt stop on one item (record scratch sound here please). The marketer wanted her to move her About page out of the main navigation.
I quickly emailed her and told her that I really disagreed with that point. After all, like the majority of my clients (and myself) she is a service provider, so she really is her company!
She laughed and told me she agreed, and that she had told the marketing specialist the same thing. She said she was often interested in the About page when she worked with a new business.
Why is your About page so important?
Despite the opinions of this one marketer, most experts agree that the About page is one of the most important pages on your website. It’s often second only to your Home page for most views on a site.
1. The About page helps you to create trust
The internet is a pretty anonymous place. It’s hard to know who’s lurking behind a web page. So, how do visitors know if they should give their money to you for your product or service? This is why building trust is so important.
In real life you’d probably have a conversation face to face so that you can get to know one another, but on the internet, your About page is your first opportunity to show who you are, not just what you do.
To get visitors to trust you, they’ll need to know your story - your why. Your mission statement or your values can help with this. They’ll also want to see if you have the experience, qualifications and knowledge for the job.
2. The About page tells visitors why they should choose you
How are you different from your competitors? Why should your visitor choose you and not your competitors? The About page is the perfect place to show your unique value.
3. The About page gives your business a human face
“People Do Business with People, Not Companies”
The About page lets your website visitors know they’re dealing with a real human (or humans). Putting a face, name and title on the page comforts & reassures visitors that they’re dealing with real people who understand their wants and needs. And, it gives them confidence that there’s an actually someone (not just an auto responder) to contact if required.
What should you include on your About Page?
1. Your story
Why did you start your business?
What struggles did you overcome?
What makes you passionate about what you do?
These are all good questions to ask yourself as you start to write the story of your business.
Everyone loves a good story. It’s how we connect with other people. In person we nod and agree and even tell stories of our own in response. Your story can help to start those same connections online.
And don’t forget, your story is unique to you. It can help you set yourself apart from your competition, showing who you are and what you value, in a personal and interesting way. If your potential client relates to your story, it can even be the thing that convinces them to choose you over your competitors.
2. Photos, video or a gallery of pictures
Of course you need some great photos of you (and your team if you have one) on your About page, but it goes beyond just having some pretty pictures (although that’s important too).
According to research having pictures of people on your website increases user trust.
So add pictures to show that that you’re a legitimate business, full of real human beings. Headshots are great, but you may also want to consider add some behind the scenes shots of you doing your work. These might help to explain your process or show off your product.
3. Your mission, vision, and values
As I touched on in the story section, sometimes the reason that a client chooses you over your competition isn’t about something concrete like your product or prices. It can also be about shared values or beliefs. Or, it can be about your vision for your company or the way you run it.
These should definitely be included in some way in your story, but you could also include a mission statement or a statement of your company values.
4. The proof
This is the show and tell section of your About page.
Do you have great reviews or testimonials? Add some to your About page. You’ll also want to add any awards, certifications, media features or podcasts here. All this backup or proof helps to make you look more legitimate and trustworthy.
5. A clear call to action (CTA)
Your visitor now knows who you are (and thinks you’re awesome btw) and wants to do business with you. So what’s the next step?
Make sure you let your visitor know what they should do next. Add a clear button or link inviting them to contact you, subscribe to an email list or just buy your product.
I don’t know about anyone else, but for me the About page was the most difficult page to write on my website. It can be so hard to talk about yourself!
I tried to remember what I was told at one of my first in person networking meetings when I felt strange about talking about myself, “everyone here wants to get to know you”. And, it’s true when it comes to your About page. After all, your website visitor has already taken the first step and is reading your page.
