Your website’s About page is one of the top pages visited by new users, a fact that is not especially surprising. A new customer is going to have questions about who you are. Can I trust this company? How will it solve my problem? Are there other people who will vouch for it? Can I relate to the people working there? The answers will determine whether they delve deeper into your website or turn away.
Despite its importance, the About page can be challenging to write, and can sometimes be neglected. First, not everyone likes writing about themselves, and that carries over to writing about your own company. Second, it requires you to see your company from the perspective of someone encountering it for the first time. This can be tough when you spend your days immersed in your business.
Here are some of the best content guidelines for making an About page that draws people in.
- Although you’re technically writing about yourself and your team, keep your focus on the customer. Who do you serve? What problem does your company solve for its clients? How large is your business? Are you a local website? Be sure to address these questions early in your About page content.
- Connect on a personal level. It’s crucial to build trust with your new visitors, and this is where your background or story can come in. How was your company formed and how did it get to where it is today? It’s okay to mention setbacks that you’ve overcome. It’s all about being relatable and making that connection.
- Provide your credentials. Testimonials can be a great addition to your About page. Also, what is your background? How long have you been in business? Has your company been mentioned in the media? About pages are typically written in a conversational tone. Your credentials, rather than your tone, will speak to your expertise. So be sure to share them.
- Consider a multimedia approach. High quality images of you and your team and a short video (under 2 minutes) can greatly increase engagement with your users. Preferences for consuming information vary, so the best bet is to provide options. And keep your text under 500 words. Even users who prefer text generally like it in small chunks.
- Stay on topic. The vast majority of your About page content should be relate specifically to your business. If you want to add some fun personal information, such as hobbies you enjoy, provide that toward the end of your content. While it can help you connect with your users, it doesn’t help them solve their problem, so it’s less important.
- End with a call to action. Your visitor may not read your entire About page, and that’s okay. They may have moved on to reading about your services or even contacting you. Those who do read to the end, however, will need a cue on what to do next. It’s a great place to prompt them to connect with you directly or engage through social media.
As you contemplate your website’s design, remember that the About page is often the first place your new users will go when they arrive at your site. So, make sure it conveys who you truly are.