Many of my clients are confused about the purpose of the About Page so if this is you (a) you're normal and (b) read on for a quick overview.
First, ask yourself: what do I do when I visit a website?
I'll bet you land on the main page and then click on About, right? That's why the About Page is the second most read page of any website (after the Home or landing page) so the top rule is: it's important to have one.
It's all about them
Visitors go here to learn more about the business and what it can do for them. That's the crux of the matter here. Contrary to popular belief, it's not really about your favourite colours/foods or your most cherished childhood memory.
That's not to say you can't tell the story of your journey to why you offer your service and the ethos behind it, but everything you write must be relevant to your ideal customer and ideally reflect their own struggles.
Perhaps they have a similar story to you e.g. they are busy mothers and find it hard to lose weight or they're working hard in a job they loathe and yearn for a better life... just like you did.
Which brings me to the next crucial part of the About Page: it should focus on how you solve a problem your reader has.
Whatever they have come for, whatever their struggle, they want to relate to you (or your business) and see that you provide the solution.
This means all the content should be relevant and relatable while showing your expertise. Your goal is to build rapport with the visitor and gain their trust.
Finally, it should steer the reader to act or engage (sign up, comment, visit a specific page or contact you, for example).
A few key points
- There’s no absolute right or wrong except that it needs to be relevant to your particular clientele
- By all means, tell a story just make it relevant and relatable
- Add credentials such as awards, whether you've been published, what qualifications you have in this field and brand names you've worked for/high profile customers
- Throw in some testimonial quotes that reflect the customer's doubts e.g. "I didn't think it would work for me, but Josie helped make it so easy!"
- Show yourself. Depending on your company this could be a photo of you or your team
About page layout
This loose, simple layout incorporates all the main components expected in an About Page. Feel free to play around with this to suit your brand and client.
- Headline about what you offer or the main problem you solve
- Pic of you
- Intro – Hi, I’m Sally and I support…
- Credentials/testimonial quote
- How it works
- Contact me
- Mini bio (a few sentences)
Bear in mind the About Page will evolve over time as your business and clientele changes. So, if you're wrapping yourself in knots to try to make it perfect, please try not to worry - you can tweak it later.
Do your best by all means, but don't let the pursuit of perfection stall your website launch. Stay authentic and on point with your message and don't be afraid to keep it simple.
Let me know how you get on!
If you'd like more in-depth analysis and examples check out these links: