5 Key Elements For An About Page
We all know that most websites have an “About Me” or “About Us” page but to be perfectly honest most of them are about as effective as a wet towel. They give no real indication of what the person or the company is truly about.
It’s not enough just to reach for your old marketing brochure and copy the company history section. Given the whole social media explosion it should be obvious to you that nowadays people like doing business with people.
So your “About” page should be personal and communicate exactly who you are and what you represent to your customers. It should give your customers a sneak peek into who you or the people in your company are, what you believe in or think is important, and in that way you build the trust they need to move forward with your business.
Here are five key points to consider when putting your About page together.
Tell Your Story
People love stories. Think about all the experiences you’ve had starting or running your business. Some will be funny, some proud, some complete nightmares. See if you can pick one that encapsulates the essence of you, your business and what your business represents. Maybe it was the day you first opened; maybe it was what drove you to start in the first place; maybe it was your first company birthday when you looked back at what you had created.
As I said earlier avoid regurgitating your whole company. Instead, use your About page to tell a story that introduces customers to your business, displays your values and, most importantly, captures their attention and makes them want to learn more.
A picture paints a thousand words! If someone looks at your About page it’s a clear sign they want to know more about you. Probably it’s their first time on your site and especially if they’re thinking about making a purchase they want to make sure they can trust you first.
This is your chance to let them see YOU and see what your team looks like. So further that personal connection by including pictures of yourself, your real staff (no actors please!), your office, the office dog or coffee machine, etc.
Use the pictures to build upon the story you’re trying to tell.
Share Your Credentials
While telling your story is important don’t forget to list your credentials as well. Potential customers want to know why they should trust you with their business so tell them what your experience is, how long you’ve been doing with this, about any awards you may have won, people you’ve worked with, organizations you’re associated with, industry causes you support, etc.
You want to show why a potential customer should trust you with their business.
Let your customers know what they can expect from you and I don’t mean that you just list all the services or products that you offer. Try to convey what kind of business you are and more importantly what your customers can expect from their experience with you. What are some of your company’s core values? What sets you apart from everyone else? Don’t use this area to sell, but rather to humanize your company and put some emotional value on the customer’s experience.
You may need to link to other pages that highlight content or views you think are important as you don’t want to ram too much onto the About page.
“Share The Luv”
Tell them how to get to know you better by providing links to other places you reside on the internet: Twitter, Facebook, YouTube, or links to other social media forums. By showing these other sites for people to visit, it helps build trust in you and the company and shows that you’ll be easy to contact if anything goes wrong. Many consumers like checking out how a company responds on Twitter or how it uses Facebook to help them make judgments about what type of business it is.
So those are the five things I look for when evaluating an About page and I have tried to incorporate into my own pages.
What do you think is important?