“Who are you?”
This is one question your customers always ask when they find themselves on your site.
Apart from your Home Page, your About Page is almost often one of the most frequented pages of your website. This is because your audience wants to know who you are and find out if they can relate with you. They know that you provide ‘quality products’ and ‘excellent customer service’ but they also want to see the face behind your website.
In our experience working with small business websites, most clients would spend days and even months working on their home pages or their service and product pages or their blogs. But so little effort and TLC are given to About pages. In the end, it comes out dull and boring and blah, and your customers can’t connect with you at all.
They may not contain the most call-to-action buttons or forms but that doesn’t mean your About page can’t convert. The truth is, your About page is the point where your customer starts to build trust and this will eventually lead them to putting you top-of-mind.
We’ve worked closely with different local businesses and we’ve picked up a handful of ideas when it comes to crafting winning about pages. Take a look.
Tip #1: Talk about your audience, not about yourself
Yes, we know it’s an ‘about’ page and it’s supposed to be about yourself. But essentially, About pages are about your customers. Think about why a prospective customer is on your website in the first place: it’s likely that they’re looking for someone who can address their problems to build empathy with your readers.
Your audience wants to picture themselves in your company objectives, they want to know what problems you can remedy and how you can do the same for them.
1.Best to tackle these problems in your opening sentence. Start with the exact reason they’ve found themselves on your site. This tells them you have their best interest in mind. Acknowledge the challenges but present some solutions.
2. State a fact. Tell them that 70% of so-and-so customers are buying your products or that you offer 90% think your products are the best.
Tip #2: Tell your story
Every business and every brand has a story. A simple timeline of when you first established your business in the 1980s in a tiny hundred square-meter room and how it grew into a thriving enterprise with 50 branches makes for an interesting About page. A few tips to add spice:
1.Share your values. People don’t only want to know who you are and what you do. They also want to know why you’re doing it. Share your purpose and beliefs and what drove you to start this business in the first place.
2. Write in your brand’s voice. The best way to show your personality is to talk in your brand’s unique voice in simple, plain language.
3. Don’t hold back on talking big about yourself. Modesty is a virtue, but c’mon, this is the best place to show to your audience how awesome you are! Talk about your credentials, your accolades, why you think you’re better than your competitors and why you are the best person (or company) for the job.
Tip #3: Social proof
Testimonials are a great way to boost credibility. Rather than singing your own praises, let your previous customers do the talking for you. Hearing positive feedback straight from your past customers will convince your audience more than anything else you have to say. Here are some tips on slaying your About page testimonials:
1. Include your clients’ photos, full names and other relevant info. This could add credibility to their statements.
2. Other forms of social proof, like case studies, are also a great way to establish your authority in the field.
3. Show awards and accreditations focused on customer service.
Tip #4: Capture attention
There are different ways to make your About page stand out:
1. Open with a punchy statement. Hook your reader with a bold headline that talks about the biggest value they will get from you.
2. Include pictures and videos. Make your About page a visual spectacle by adding eye-catching images, timelines and infographics. Create a behind-the-scenes video of how your product was created or videos of your staff.
3. Once you have followed all these points, the final, most important tip is to wrap them all in one stunning, ultra-sexy, super functional website.
If you need a website or if you think your old one needs some reworking, don’t hesitate to call us!