After your homepage, the second most popular page on your website might be your about page.
It is super important to have a well-written about page so that it assists your visitors no matter where they are on their buyer’s journey.
Your about page explains your business from a marketing perspective and needs to include your unique selling proposition (USP). In addition, it will include trust factors like a professional photo, testimonials and full contact information. Your about page will need to conclude with a clear call to action.
Buyer’s Journey
Your users might have different purposes for visiting your website depending on whether they are a stranger, visitor, lead, customer or returning loyal fan.
A user might visit your website when they are researching what products and services they need to solve their problem. They might have created a shortlist so they are assessing who best meets their needs for their budget. Alternatively, they might be ready to buy and just need to contact you.
It’s a common mistake to write the copy all about yourself or your company. In reality, it needs to be written from the perspective of how your business can help your clients. You need to put yourself in their shoes.
Brainstorm content for your about page
Your about page will need to explain why you or your company are the right choice for the job. It needs to explain what products and services your business provides in language that is easy to understand and jargon-free.
The tone of your about page will need to reflect the type of customers you want to attract. Are your ideal clients professional, young and hip, or needing assistance in a stressful time?
A good about page will answer the following questions:
- Who are your products and services intended for? What problem do they solve?
- What value do you or your company give your visitors?
- What is the story behind your business? Why do you do what you do? What do you love about your job?
- Why are you the perfect person or company to help them?
- Why does your company have credibility (qualifications, experience, skills etc)?
- What makes your company unique and interesting?
- Why should someone buy from you over your competitors?
- What is your call to action?
- Why should someone subscribe to your mailing list? Or follow you on one of your social media accounts?
It’s a good idea to brainstorm some answers to these questions. Draft up your content in a word document and see how it flows. Then bounce your ideas off people who know your company and strangers who might not. Ask them to read what you have written and see if anything is missing or if your message needs refining.
Trust factors on your about page
There are some elements on your website which have shown through extensive user testing to be trust factors. These build trust with your users and might be the difference between them clicking to buy or leaving the website.
- Always invest in a professional photograph of yourself, the management or the whole team
This lets your user know that there are real people behind the company. You can test any existing photos on PhotoFeeler.com for unbiased feedback. Ideally, you’ll want to select a photo where it is taken above the waist and everyone has a genuine smile.
- Testimonials are excellent for building trust
They can be improved by adding a headshot of the person who made them. The photo tells your user that the quote is from a real person.
- Your contact information might be on every page of your website but must be on your about page
Your user needs to know how they can email or phone you to ask more questions. They need to know where you are located – especially if they want to meet you face-to-face or are interested in postage costs. When you list your full address, it reassures your users that you are real business with a real office (even if you are a home-based business).
Call to action
End your about page with a strong call to action. Do you want them join your email newsletter, buy your eBook, or sign up to your Facebook or Instagram account? Do you want them to pick up the phone to book an appointment? Make your call to action easy and obvious.
A good about page often has your business story written to meet the needs of your clients, how you help them solve their problems, a unique selling proposition, a professional photograph, testimonials and contact information.
