Your about page is one of the most important pages on your website. It’s also likely to be one of the most visited pages on your website so it’s important that it be designed effectively.
I see so many badly done about pages out there so I wanted to share 10 tips for an effective about page with you.
The most important thing to remember when it comes to the about page is that it is not about you. Yes, you read that correctly. Your about page is not about you! It’s actually about how you can provide value to other people.
It’s your opportunity to talk about you in terms of why someone should hire you.
Your about page shouldn’t be a lengthy bio with long paragraphs about your life. Instead, the about page should explain how you can help your ideal client. It should also be where you share some personal information that will help visitors relate to you – your story.
This page should be about your potential clients. How can you make their life easier? What problem do you solve for them? It should be scan-able and easy to read.
So here they are, my ten tips for an effective about page:
Tip No. 1 - Include an image of yourself and make sure it’s up to date
You’d be surprised how many small business owners don’t include a photo of themselves on their about page. Or, they have a photo but it’s from seven years ago. Neither is a good idea. Visitors can’t trust you if they can’t see you and it’s hard to be taken seriously if you don’t have an image of yourself. If potential clients have a face to put with the name, you become much easier for them to remember. No matter how well designed and well written your about page is, if it’s nothing but text you will lose a lot of potential customers.
One of my clients, Blooming Daisy Interior Design, updated her about page photos less than one year after her website launch. She did this because she had added members to her team so she did a new photoshoot and had me update all the photos on that page.
Tip No. 2 - Write in the first person
Unless you are part of a very large or very well-known company, don’t write in the third person. While first person is the most casual of the three writing points of view, it’s also the most personal. When you’re speaking in your own voice with your own opinions about topics in your area of expertise, it provides a powerful and persuasive insight into you and your business.
Tip No. 3 - State your name
I can’t tell you how many times I’ve looked at someone’s about page and they don’t even have their name there! Visitors to your about page would really like to know who you are, so you should let them know your name. People want to do business with people they feel like they know, like and trust. How can that happen if your name isn’t on your about page?
Tip No. 4 - Have a call to action
What do you want visitors to your about page to do after they’ve read your page? That is your call to action. Don’t leave it to chance. Make it clear and guide your visitors to what you want them to do. To learn more about the importance of a call to action, you can read this blog post.
Tip No. 5 - Don’t make it sound like a resume or tell your life story
Your about page is where you should tell the story of your business and your why. Explain what you do and how it relates to your ideal client. Share what you’ve overcome. Discuss the various experiences and qualities you possess to make you the ideal professional to solve the problems of your potential customers. The goal of your about page is to be relatable, real and welcoming. If you’re a member of an association or you’ve won awards for your work, those can be mentioned here, but don’t make them the highlight. Potential clients care more about whether they can connect with you on a personal level than reading a list of your credentials.
Tip No. 6 - Use testimonials
Customer testimonials are an important component of your about page because they provide credibility. Testimonials work because they aren’t strong sales pitches, but rather an unbiased voice that helps establish trust. When used on your about page, testimonials are a fantastic tool to get prospects to trust your brand and commit to you. To learn more about how to use testimonials effectively on your website click here.
Tip No. 7 - Make it scannable
Don’t write long paragraphs of text. Visitors to your about page won’t read that. They have short attention spans so you want to make your content easy to digest and scannable. Some ways to do this are utilizing lists, making use of images and white space to offer a visual break from the text and writing content in short one or two sentence paragraphs. Also, write in a conversational tone and sound friendly and real.
Tip No. 8 - Tell a story, show your personality and be unique
Utilize story telling on your about page. Share not just what you do but why you do it. When you have a great story about how your service can change lives you should share it. A good story can humanize your brand and provide context for your service. Also, people connect with good stories. When sharing your story, you’ll want to display your personality and show how you’re unique. Explain why a potential client should hire you over someone else. A great resource on story telling Building a Storybrand by Donald Miller.
Tip No. 9 - Explain the benefits
Visitors to your about page usually have a specific challenge that they need help with. Your about page should show your solution to that challenge and show the benefit to the visitor. This should carry through your about page from the headline to the call to action. Make sure they know you understand their frustration or struggle and that you can solve their problem.
Tip No. 10 - Don’t appeal to everyone
You’ve probably heard the phrase “the riches are in the niches”. Well, it’s true! You need to know your audience and make that obvious the instant they read about you on your about page. Let them know that you know who they are and that you get what they want and need. Here is why knowing who your ideal client is and what their pain points are is so important. Explain how you can help them and that you understand what they’re struggling with. Now paint a picture of what will change for them after working with you. To learn more about why finding a niche is so important, you can read this blog post.
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