We often say to clients that a website can be quite sterile. No matter how well it’s presented, entering a digital space is never the same as stepping into a physical store or office where you are greeted with a friendly smile and sense the atmosphere. That’s why one of the most important things you need for your website is a great About page.
The design, written content and visual elements on the About page tell the all-important story about who you are, what you do, and why you do it. It’s your opportunity to humanize your business in cyberspace. Still, this is the one page we get most resistance to, especially when we recommend making it personal by including photos and bios of the owners and the team. If you’re on the fence, you may change your mind after you’ve read this article.
People buy from people
We all love good design and inspiring images, but we also want to see the people that we’ll be dealing with. The About page is where visitors come to see the people behind the brand. Hot on the heels of the Home page, About Us is where people will look if they want to learn more about you.
People buy from people. It’s as true today as it was 20 years ago. A human touch and showing who you are enables you to start building a relationship. It gives you an opportunity to make a trusted connection and attract your ideal client.
Your website is the platform that gives your ideal client an opportunity to connect with you at the earliest stage of the sales cycle. Don’t be afraid to show them who you are and to tell them how you can solve their problem.
The data says it all
When we look at the analytics behind our websites, the About page is the first page that people navigate to after visiting the homepage or main landing page for a service-based business. For e-commerce, it’s the third (after the shop). If we were to rank the importance of website pages, the About page would rank second and the Contact page comes third. That’s another reason why it’s so important to get it right.
Giving your About page the attention it deserves not only helps with building trust and establishing a connection, but it also helps with SEO. If you include links to other pages on the website where people can find more information about your offerings, or to the page that answers their questions, you’ll make the user experience so much better.
7 must-haves for your website’s About page
- An awesome introduction video
Videos communicate content easily and hit the right spot with your target audience. From social media to websites, videos are the closest thing to the real deal to connect with your ideal client in the digital world. Video is the preferred way for people to digest content these days, and it appeals to a large set of audiences across all age groups
2. Team photos and bios
Your people are your most important assets, and your ideal client wants to see who they are. A Meet the Team section is an easy, effective way to give your business an accessible face. It gives potential customers an idea of who they’ll be dealing with, and it shows that you are proud of your team. You don’t have to go overboard with it. A good photo, their role within the company and a short bio will do the job just fine.
3. Clarity about what your business does
Every business has a story to tell. Your business may have a long and interesting history. You may like to share how your strategy, or your way of thinking, has changed since it began. Even if you’re running a startup and your history is brief, you’ll still want to share your Why. If you tell them about what you do and why you do it, your customers will instantly feel more emotionally invested in your brand.
4. Your company/brand values
Your About page is the perfect place to communicate your values and what your business stands for. This has become increasingly important when it comes to consumers’ purchasing decisions, as people are more likely to buy from a business with values that match their own. Strong and honest core values turn one-time customers into lifelong brand advocates, and it will give your business a competitive edge.
5. Page-specific optimization
Many businesses neglect to spend time on optimizing every page on their website. To show up in Google’s search results, each page will need specific keywords and phrases. The user experience and content relevancy are equally important. Google ranks certain pages for a reason and because the About page is one of the most important pages on your website, a focus on SEO is essential.
6. A strong Call to Action
CTAs, or calls to action, are an important way to engage your audience and encourage enquiries and your About page shouldn’t go without. A call to action is usually a simple instruction such as “callnow”, “find out more”, or “subscribe to our newsletter”. If you are curious about which calls to action are best for your website, check out the article we wrote about CTAs in December 2022.
7. Personality
Businesses often are way too general about their offering in their website copy, or they make it all about them. That makes it hard to understand what the customer is actually paying for. In a sentence or two, you should explain what a potential customer will gain from choosing your business. Tell them what problem you solve, and you’ll win your ideal client over.
Need a little help?
If you find it hard to write the text for the About page, you’re not alone. Business owners are often a little too close to their own story. It’s so easy to overthink things and it can be a real challenge to find the words to best describe yourself. If you work with Monster Creative, it’s one less thing to worry about.
Regardless of your industry or how long you’ve been in business for, our copywriter has the skills to make you stand out for all the right reasons. She will take care of the text for your website and write a winning About page. She’ll add all the SEO elements in all the right places and make sure your personality, your point of difference, and your company values will shine through.
If you would like to have a chat about getting a new website, or if your existing site is ready for are fresh and a fabulous new About page, schedule a time for a discovery call with us now! We look forward to working with you.
