Writing for the Web
9 Tips for About Pages That Don't Make Readers Yawn
Analytics show that your About Page is the second most visited page on your website. Only your Homepage receives more visits. Because it's such an important page, you need for it to encourage visitors to explore other pages on your website. One way to do that is by making the page as engaging as you are.
Just because you're B2B doesn't mean your about page has to be boring!
Invite visitors in, make them feel comfortable, and tell them the story of your brand. Let them see your personality and then invite them to see what else your site has to offer.
Once you have your visitor's attention, you just might get their business, too. Follow these 9 tips for an effective About Page and you should see a drop in your bounce rate.
1Keep Your Introduction Brief
Make sure your About Page is user optimized. Sum up what your company does in one sentence. Your visitors just want to know how they will benefit from your services or products and how you are going to make their life better today.
2Consider Your Customer's Needs First
Customers are looking for solutions to their problems. They want to know how they will benefit from doing business with you. They also want to know that your business is legitimate and actually exists. After all, they have to take your word for that. Visiting a brick and mortar building probably isn't an option.
Think about the questions you usually field during sales calls. What information do you share with hesitant customers? Information about your business that helps 'seal the deal' in person might be important to share on your About Page. Customers need to feel comfortable that choosing your company is the right choice for their company.
3Customers Want Facts Instead of Superlatives
Don't tell visitors that you pride yourself on your 'outstanding customer service'. Instead, tell them whether you offer a money back guarantee or that '98.9% of orders are shipped within 24 hours'. *Let your awards, reviews, and customer testimonials speak for you.
Offering facts and statistics reassures potential customers that you take your business, and theirs, seriously.
* All of your awards and certifications are important to you, but not necessarily to your customers. Only the most important and/or pertinent should appear on your About Page. Display the rest on a separate Awards page.
4Keep it Friendly
A visitor isn't really interested in your Mission Statement or a welcome letter from the CEO. This especially holds true for your About Page! Keep things friendly and conversational. Visitors want to feel like you're talking to them face-to-face.
If you're proud of how long you've been in business, or a date is important to your brand, go ahead and use it. Just briefly tell visitors the story behind it so it becomes a part of their experience with you.
Remember, impersonal is boring!
5Be Candid About Yourself
If your business is new, tell visitors your plans and how you intend to implement them. Own whatever it is that makes your company different. If you're a start-up or bootstrapping, focus on the advantages of that for customers: more personalized attention, smaller minimum orders, etc. Remember, candor is an appealing characteristic that increases trust.
If you have a unique perspective or approach, own it!
6Don't Use Stock or Staged Photos!
Photos should always be of real people doing real things in real places. It's better not to include any photos if all you have are stock photos. And don't even think of staging photos! They always look phony and that's not the impression you want to give visitors. The only exception is for professional portraits - and even they shouldn't look stuffy.
Candid photos are engaging and often intriguing. They also leave visitors feeling good about the integrity of your company. Ultimately, people don't do business with companies - they do business with real people.
7Don't Leave Visitors Wandering Aimlessly
Give them links to important pages they might want to visit next: services, portfolio, your team, etc. Also provide them with your contact link and other pertinent contact information. Including your physical address will improve your local SEO.
You should always include a call to action on your About Page. You also might want to give your visitors options to follow (and like) you on social media.
8Get Second Opinions - Lots of Them!
Ask strangers to read your About Page and then describe your business. If they can't answer who you are and what you do, as well as where, when and why, then you need to revamp.
This is also the perfect excuse to reach out over social media. You might be surprised at how many people will connect with you once you ask their opinion. Just be prepared for candor!
9Never Settle for the Status Quo
Your About Page should always be a work in progress. Update it whenever you open new locations, develop new techniques, complete a major project, etc. Your About Page should always match what your company is doing today.
Try out new things: add a video, change your photos, use different background colors... Then check your analytics! You'll need to see what works best for your company.
Your About Page Can Make or Break Your First Impression
An About Page can quite often make or break a website. If you can make your About Page a true reflection of your company, you'll have a better chance of making a great first impression on visitors. And that great first impression should translate into more conversions!
Follow these 9 tips and your About Page will be an asset instead of an impediment to your business. Who knows? You might just improve your overall web presence in the process.