Your “About” page is the second most important page on your website because it helps you increase revenues. 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.
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.
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 on how to use your About page.
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 to 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 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 and 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.
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?
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.
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.
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.
If you are in a profession where certifications are required and important, use them. Important awards are also important. But you can easily over do 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.
Studies have shown that for every second it takes to load your page, There is a 7 percent decrease in conversion rates.
Don’t write this page and forget it. As things change, keep coming back and improving this page. It is that important.
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 is very important in starting 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 revenues.
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Special notice: We recently received notice from Anuj Agarwal, founder of Feedspot stating that “I would like to personally congratulate you as your magazine Harbor Capital Group has been selected by our panelist as one of the Top 10 Startup Magazines on the web.” Don’t wait, take a look HERE. They have new information every day.
If you have a question or comment, please get in touch with me. I would love to hear from you.
Harbor Capital Group creates and turns core-stories into revenues.