Your About Page could be the most important page on your website. Why? Because statistically, it’s the most looked-at page on your website. It’s also where customers start on the road to know, like and trust you.
Before we talk about what to put on your About Page, it’s important to understand that your website is not about you – it’s about your client. Position your website, and your About Page, to be a guide for your customer. They are the hero. Read more about this on my post “Psst…Don’t Make This Common Website Mistake!”.
Your About Page is a key ingredient in the conversion process, and it must be strategically presented. Gone are the days where people will buy from just anyone. With the rise of social media, Millennials and Gen Z are savvier than ever. They know the marketing game and can sense if you’re not being authentic. They want to buy from brands that understand them and have a relationship with them. And It’s here, on your about page, that you’ll start a relationship with those potential clients.
So what does your About Page need?
A Photo of You
A picture is worth a thousand words. Show your face! People want to know the face behind the brand. It helps create a persona around your company and makes it easier to remember.
Things That Your Friends Would Know About You
Get personal! Treat your audience as your best friends. What are the things that your friends know about you? What are your likes, dislikes, pet peeves, favorite movies, embarrassing stories? Even though they aren’t business-related, it will paint the picture of who you are and help your customers find similarities.
Your “Why”
This is becoming more and more necessary in today’s marketing age. Not only do people want to know what you do, but why you’re doing it. It adds personality and emotion to your brand – which is as good for you as it is for your customers. Showing some emotion and vulnerability is a key step in creating a relationship. This will help your customers to know, like, and trust you.
Authority
As said previously, consumers nowadays are savvier than ever. It’s important to lay out your qualifications and create a sense of authority. Why should they listen to you? What knowledge, experience, certifications, do you have that they don’t?
A Flex
Now that we’ve established authority, let’s add a little sizzle. Or should I say, a FLEX. This is something that sets you apart and is used best when it’s relevant to your business. It could be a fun fact, a big client, a publication you were featured in, statistics of success, or even a testimonial.
A Call to Action
Lastly, add in a call to action. Always, always, always have a call to action. This is the “so what?” part. So you’re gorgeous, talented, successful and qualified. You’re actually pretty funny too. SO WHAT?! What do you want your customers to do with this information? It’s common for viewers to be passive while they read and scroll. So it’s up to you to lead them to where you want them to go. Is there a free resource they can sign up for? Should they check out your blog? Should they look at your services? Strategically decide what the best next step would be, then lead them right to it.
With all six of these components in place, you’re on your way to serving your ideal client and winning their business. It’s worth noting that these six components don’t need to be displayed in this order or even in their own section. They can be woven together however you see fit. It’s just important that you can find each of these elements somewhere on your About Page.
I’m excited to see how you use these tips on your own About Page! Head to the comments and let me know how these have worked for you. Any questions? Leave them in the comments below as well! I’ll be sure to answer and address them.
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