How to create the perfect about page
April 4, 2021
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Did you know that your website’s About Page is often the second most visited page on your website? Why? Because once someone visits your site they might want to know more about the business or team they are considering doing business with.
A winning About Page is not just a chance for you to talk about your business. It should be written with conversion in mind. Check out how to create the perfect About Page so you can start attracting new customers!
What is an About Page?
When people search for you by name, they will either be directed to your Home Page or your About Us Page in the Google results. People tend to visit that page too when you link to it from your menu. That’s why it’s worth getting it right.
Have you written it to be all about you, when it should actually be written to show how you help your customers? It shouldn’t be just about you or your company. It’s about why a customer should emotionally invest in your brand and why you’re the best person to solve your customer’s problem.
About pages are important for any business, especially when you're trying to build brand awareness. They should include information on your company history, products and services, and contact details.
Do you clearly give people the next steps to take while on this page?
Here's what you need in your About Us Page to get more leads and sales:
Include a unique value proposition
Create a headline and sub-headline of how you help people and what you are known for. The title of your About Page is the first thing people will see when visiting this page. It's also the first impression you make with your ideal customer. Make sure it's compelling enough to draw them into reading more.
Share your brand story
Tell your story so people build a connection with you. This is your "why" or your origin story, but told in a way of how what you do helps people and clearly defines who you help. If you’re not sure what to write about, start with something simple. Head on over here now to supercharge your marketing with storytelling.
The important thing to remember is that these top 2 sections are really about your prospect and not you. Your job is to show people how you help them. From here on you change focus to why people should listen to you.
Toot your own horn
Your About Page should be used to share your accomplishments. Showcase anything that builds credibility, like awards, accreditations, testimonials, or years in business. If you need help getting a few testimonials to add to your website check out this formula.
Share links to your core services or products pages
Use graphical ‘boxes’ with icons or photos here to represent what you sell. Under the image, share a title, summary and ‘learn more’ link that directs people to a page where they can learn more about that item. Adding more images to your About Page will make it more visually appealing and help people better understand what your business offers.
You can also use your About Page to promote free resources, so people can sign up to your email list.
Include you and your team’s bios.
Visitors usually look for this to get an idea about your company, so it’s important that your team’s bios should help to build a connection with your audience. This helps to humanise your business by telling visitors about yourself and your team.
Make sure to use quality images and introduce your team proudly, communicating the roles and talents of your team.
An About Us Page doesn’t have to be hard work. However, it should be a great reflection of the work you do to provide customers with an insight into the background of your company highlighting the whats, hows, and whys of your brand. REMEMBER to update your About Page every once in a while. No one wants to see an outdated page. This demonstrates neglect and can hinder trust with your potential customers.
Get our 'About Page' wireframe and copywriting template plus a bonus video 👇
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