How to Create a Powerful About Page
Posted on 25th August 2021
You probably already know that you need an About page for your website – but did you know that this page is one of the most important sections on your website? Read on to learn why and discover how to make your About page work hard for your business.
Why is an About page important?
The About page is one of the most visited pages on any website. It’s where people go to find out more about your business or brand and the products or services you provide. Therefore, it’s a valuable asset to your company and should be used to sell your offering.
When visitors land on your About page, they want to know what your business is all about – what you (and your team) do, where you’re based, how you got started and how you operate your business right now. And all this should be conveyed in a personable and believable way to establish trust in your business.
A brief, uninspiring bio won’t do much to answer those questions or make the right kind of connection with visitors.
How to create a compelling About page
There are a few ways you can put together an inspiring About page. For instance, you could use storytelling to explain your business backstory and where you’re headed (who doesn’t love a good story?). Or use bullet points to lay out your mission and achievements. They say a photo is worth a thousand words, so why not include pictures that give an insight into what you do and who you are?
As a general rule of thumb, make sure your About page covers:
Who you are.
What you do (what problem your business solves for customers or clients).
When you started your business.
How you operate (and any achievements to date).
Where you’re based.
If you don't have a separate 'Meet the Team' page, it's a good idea to include a section about your team on the About page. A headshot of each team member along with a paragraph about what they do is often useful for visitors – as this can help them identify who they need to talk to about a specific matter.
Write your About page with your ideal visitor in mind (not the mass population). For example, if you’re a wedding photographer, write as though you’re talking to a bride or groom – as they’ll be the ones deciding to buy your services.
Also, consider the barriers to purchase (concerns that your potential customers or clients will have) and address them via your About page. So, going back to the previous example of a wedding photography business, one barrier to purchase might be ‘cost’. Break down that potential worry that some potential clients may have that your services will be too expensive for them by stating that you offer a range of wedding photography packages to suit all budgets.
Be sure to include a call-to-action within your About page to direct visitors to take the desired action, such as finding out more, getting in touch, or making a purchase.
Make your About page prominent
Because the About page is such a crucial element on your website, it should be easy to find. Feature it within your main menu navigation area if you can. Only feature it in the footer area if you have so much other important content to display that you can’t fit this section in your menu.
Follow our example!
Don’t think of the About page as a bog-standard staple of the average website – think of it as a marketing tool to promote your business.
Check out the it’seeze York About Us page to guide you when creating your own About page. First, you’ll see that we clearly answered the question of who we are and what we do. We’ve made it personable by explaining more about Garry, your local it’seeze consultant, and we've featured awards we've won. Finally, we’ve added a prominent call-to-action to encourage visitors to take the next step.
Giving your About page a makeover is something you should do from time to time as your business grows to ensure it’s still relevant and working hard to promote your business. And if the rest of your website needs a revamp – we can help. Check out our website design packages for details.
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