Your “About” page is the second most important page on your website because it shows why you are qualified to do the work you have promised. Once visitors see what you do on your home page, they jump to your about page to see what you are all about. It also sets the tone and authority level for the rest of your website.

 This critical page is necessary for content conversion and then increases revenues because it is the beginning of building trust with your prospects. 

Because your About Page is important, it has to reflect your personality and the way you see things.

The following basic elements are a guide for the content you need to include. Many of the suggestions are from an article in Inc magazine written by Jeff Haden. Another good reference is Hubspot. 

Your about page could be about “Us” (your team or company) or about “Me” a single person, or about “your brand.” Stay consistent; first person (I, or we), second person (you), or third person (he/she/they) throughout your story.

Also, if you want to connect with people, be transparent and honest. If not, they will sense it as they go through your story and dismiss you if they feel you are not being truthful.

Most people find it hard to write about themselves, so ask people you know how they would describe you and what you offer.

Start your story by stating your goal right away, Let them know where you stand and why what you offer is important to them. 

Start with your keyword in the headline

Your headline should include your keyword. You can have a subhead that states the problem, solution, result, and benefit. For example, you could use “About” or Your Name and then have a subhead that contains your core story.

The important thing is that you have to make your point early. By the time they get to the bottom half of the page, many people drop off. Also, your about page can also help you with your Google ranking and organic traffic, so having it SEO optimized is also important.  Neil Patel has lots of examples of how to use your About page.

Move to what the customers need

Generally, people go to your About page because there is some interest or problem they want to solve. For example, reach product-market fit, find new customers, or increase revenues. So, address that problem and show them how you can help solve their problem better than anyone else.

Your About page may say it’s about you and it is. But, what the readers want to know is if you can solve their problem and deliver the results they want. Start with your core story (strategy) and tell them what you do and what they can expect, Be specific, but brief.

Tell them what kind of customers you have

Tell them who your customers are, so they can determine if they fit the way you do business or not. You can also mention who your customers are. For some, those names or companies will be important in their decision.

Also, give them facts not fluff. Don’t tell them how outstanding you are, give them facts, and let them judge for themselves. If you don’t have facts, don’t make them up. Talk about your vision why you do what you do and what you hope to accomplish. If they agree, they may want to come along. Like Simon Sinek says, people don’t buy what you do, they buy why you do it.

To Get Conversions and increases in revenues, you need a CTA

You also need a Call to Action (CTA) on your page. For example, what do you want them to do once they have read your page? Do you want them to sign up for your blog, get your lead magnet, watch a video? 

Don’t try to be something you are not

The page has to be condensed around your story. However, don’t write a long, boring, detailed history of your life. 

Often, smaller companies pretend to be bigger than they are. If you are passionate about what you do, they will see it and feel it. Focus instead on how you can help them. For example, because you are smaller, you can give them more attention, get things done faster, and possibly save them money.

 Tell them where you started your journey and some important milestones you achieved along the way. Provide some background about you and what led you to this business. You can tell them about the challenges you faced and why you do what you do today. 

Use real photos. 

Real people in real places. Don’t use stock photos as everyone can spot stock photos, and they take away from your authenticity. You can also use infographics. They can tell a powerful story in a short amount of space. And color helps.

Keep testimonials short and to the point

Have testimonials that make a specific point. Distill them down to just a few sentences. Also, make sure they speak to your story. Also, testimonials can be used to answer anticipated objections in a positive and believable way.

Certifications and awards are important 

If you are in a profession where certifications are required and important, use them. Important awards are also important. But you can easily overdo them. If you have a lot of awards and think they are important, have a special awards page. Remember, this section is about giving you credibility, not glorifying you. 

Your About page must load quickly

Studies have shown that for every second it takes to load your page, There is a 7 percent decrease in conversion rates.

 Always stay in beta

Don’t write this page and forget it. As things change, keep coming back and improving this page. Keep making it more persuasive. You will be able to and it’s very important.  

Some additional questions you should ask yourself

What makes Us different?

How did you evolve to what you are/do today? And how can that help your clients?

Conclusion

Most people do not realize how important the About page can be and therefore put little effort into it. But, it is the second most read page on your site and it needs to be very persuasive in order to start to build a relationship with your prospects. Take the time to prepare and optimize this page and it will help you convert prospects and increase your revenues and profits.

Some additional questions you should ask yourself

What makes Us different?

How did you evolve to what you are/do today? And how can that help your clients?

If you have any questions about this information or about me, send me a message Here