About Page Do's and Don'ts
Did you know your About Page is the second most visited page on your site. Not sure? Go ahead and check your analytics, I’ll wait...
Make your About Page worthy of the number two spot by creating an engaging story that reflects your brand personality and expertise just like you do in person. When you do, you’ve got their attention and maybe their business.
With our 6 Do’s and Don'ts, we promise your About Page will be more effective and its bounce rate will drop!
1DO say what you do in one sentence.
A one sentence summary of what your company does makes it easy for readers to understand how your company can help them today. How will your products or services make their life better?
Tumblr Says Everything
Corporate Mumbo Jumbo
Tumblr's About Page says who they are and what they do in a way that gets you hooked to their ideas while the About Page on the right says nothing meaningful at all.
2DON’T self proclaim yourself to be the best.
Customer testimonials, reviews and awards are credible affirmations that people can’t blow off. When others say that you helped generate $25 million in sales revenue, I buy it.
3DO evoke your persona.
Use your own voice to tell people why you exist. This is best done by weaving into the page the mission that drives your firm. (oops, see #4 below). Your philosophy and approach to developing widgets is different than others, show that here.
4DON’T use these impersonal terms:
Mission Statement - It’s a stale overused terms that turns people off. Mostly because the board wrote it to win grant money, not to communicate with real people. Letter from CEO - These letters are a one-way conversation and don’t tell readers anything that they can’t already find on your interactive website. Welcome Statement - If people weren’t welcome, why put your website on the internet? Keep it conversation friendly like you’re talking face to face. Founded in 1957 - Users want to know what you can do to help them today. They don't care about what you did 50 years ago. If your founded date is important to your brand, then go ahead and use it, just don't lead with it.
Thousands of other websites have taught people to associate these labels with something impersonal and boring!
5DO tell people where to go next.
Make life easy for people on your site. Show them links to logical next pages such as your team page, services, or a portfolio of your work. Just in case they’re ready to get in touch, give them your contact information.
There's no universal formula on how to create the perfect About Page. What works for one business might not work for others so you just have to figure out what works best for you.
Try new things and test them out. Add pictures, videos, tell your story in a different way then check your analytics to see what the data says.
Making your About Page a better reflection of your company will make a better first impression with users. It's just one step in a better overall web presence!