Your website is the front door to your business, so it should be a welcoming haven. The About page on your site is where you tell visitors what makes you different from competitors and why they should become customers. This article will walk through some of the important considerations for creating an impactful about page for your website. Introduction: Crypto Hedge Funds And How They Can Help Diversify Your Portfolio Category: Cryptocurrency. The about us page content sample is a document that can be used to create an impactful about page for your website. It includes the following topics: what makes your company unique, how you measure success, and how you will give back to the community. Every page of your website requires a great deal of thinking and work. However, your About page is unquestionably one of the most crucial. Is it that important? How many people will go to your About page to learn more about you? Here’s a stat that’s worth noting. “52 percent of your visitors want to view an About page,” according to a KoMarketing survey.
You’re immediately putting a barrier between your business and more than half of your visitors without one. Contrary to popular belief, an About page is more crucial than you may believe. Here’s another thing I’ve seen. Many brands (including some of the larger ones) are lacking in the area of the About page. Some websites don’t have an About page at all, while others throw one together half-heartedly without attention. Such About pages often fall short of expectations, causing a snag in the broader sales funnels. I’d want to be honest and state that an About page isn’t required for everyone. However, the majority of businesses, people, and websites do. It’s a regular procedure. And it has the potential to be quite beneficial. As long as you do it correctly, that is! Put yourself in the shoes of a visitor to your website looking at your About page. They’ve already found your website and have a basic understanding of who you are and what you do. They may, however, not be ready to become a client just yet. This is a fantastic chance for you to persuade them. Daily, I come across many uninteresting About pages that don’t provide any value to a website. It’s almost as though some businesses rush through their About pages because they believe it’s merely a requirement to be met. You’ve invested a lot of time and effort into increasing lead generation via blogging, which you must keep up with daily. However, since you won’t have to update your About page as regularly, it will be considerably more straightforward. Your About page can help you obtain more conversions and purchases if you do it correctly the first time. This piece will go over everything you need to know about creating a well-crafted About page that will connect with your visitors.
Steps to Create An Impactful Page For Your Website:
1. Creating a new About page.
Let’s start with a formal description of what an About page is. According to Your Dictionary, it is a sort of internet page that contains basic information about the person or group responsible for the website in question, generally a description of the site’s history and goal or purpose. Most individuals would agree that this definition is correct. However, it has one fatal fault in my view. It exclusively discusses the person/organization in question and ignores the wants and concerns of visitors. Naturally, you’ll want to discuss your company’s history, philosophy, values, and accomplishments. There’s more, however. A good About page will address some of your visitors’ most pressing queries.
2. What kinds of questions should I be prepared to answer?
In this piece, Copyblogger nails it. Here’s what they have to say about it. The following are some of your visitors’ unanswered questions:
- What am I getting out of this?
- Is this the correct location?
- Is this individual able to assist me with my problem?
Don’t make your readers run for the door by simply talking about yourself. Make them want to sit down, talk with you for a while, and stay in contact long after the celebration is over. How often have you visited an About page just to hear a corporation brag about how great they are while never addressing any of its users’ urgent questions? It happens all the time to me.
3. What should you try to achieve?
The point I’m trying to convey is that the word “about page” might be deceiving. It shouldn’t be about you alone. It should also be about your target audience. So here’s my method for creating a compelling tale.
4. Know who your customers are.
You’ve heard the adage “know oneself” from Ancient Greece. It emphasizes the significance of living a life that has been evaluated. When it comes to an About page, though, you want to get to know your consumer fully. And I’m not simply talking about things like gender, wealth, education, etc. First, you must understand where your typical customer is in the sales funnel.
They’re probably in the early phases of the sales funnel if they’re looking at your About page. The vast majority will be prospects that have shown some interest in your brand but are unfamiliar with it. Most people want to get to know you better. They want to know more about your product/service and if you share their values and views. Put yourself in the position of a typical customer and find out what information they’re looking for. This will help you focus your efforts.
5. Begin with a powerful headline.
Everything hinges on your headline. Visitors will want to read on if it pops. If it’s terrible, many people will leave and never come back. What are the characteristics of a great headline? Your title should be concise, unambiguous, and benefit-oriented. Don’t take up too much room and be repetitious. You don’t need to utilize the About section of your homepage as a headline since the visitor has already clicked on it. Use a title that increases your perceived worth instead. Take a look at SAXX’s About Us page:
This headline is fantastic since it talks directly to the target client. SAXX is a brand of men’s underwear. As a result, the About page’s title represents what customers want. The energetic style. Exceptional comfort. This headline is fascinating. It’s also intriguing enough to entice the reader to keep reading. People may not read your material if your title is uninteresting. Writing a blog opening that makes the remainder of your piece enticing is based on the same concept. This is an example I’m sharing since SAXX has many headlines on the website. The second title, “How our tale started,” appears as you continue reading. This makes it apparent to the reader what this part will cover: the company’s beginnings. You’ll learn about it via a tale rather than dry facts, which is always more attractive to a reader. Another great example comes from Yellow Leaf Hammocks. You can taste what’s on offer and the advantages right away. In this example, high-end, comfortable hammocks.
Here’s another beautiful example of a benefit-driven headline from Gini Dietrich:
6. Be genuine and forthright.
With your About page, you want to seem professional. That is self-evident. However, some companies go far to sound stiff and artificial. Unless you work in a legal field (such as law or insurance), I believe it’s good to “let your hair down” a bit. Draw a realistic image of your business and what it does. If you’re going to be sarcastic, then be snarky. If you’re eccentric, don’t be afraid to show it. No matter how technologically advanced we get, business is still based on individuals purchasing from other people. And it’s only logical that they want to conduct business with someone they like and trust. Authenticity and openness are two essential aspects of building trust. Pete Adeny (a.k.a. Mr. Money Mustache) does a terrific job doing this on his About page, in my opinion:
His Website gives readers a feel of who he is, his philosophy, and his sense of humor.
7. Give a concise but intriguing backstory.
You don’t have to (or even want to) go into great depth, but I suggest giving visitors a sense of your background and how your business came to be. Tell them your brand’s narrative, in other words. People are more likely to read through a page if immersed in a story. Nobody will want to read your material if it is outdated. You’ll lose out on a slew of opportunities. Are you stumped as to how to convey a story? Just be open and honest about how your business began. Unless it’s fascinating, you don’t need to go into financial specifics or anything like that. For instance, if you discovered a method to transform a $20 note into a company, it may make for a fascinating story. Nobody, however, wants to hear about your local bank’s startup loan discussions. Instead, tell a tale that focuses on the goal of your firm. What motivated you to start your own company? An excellent example may be found on the TOMS About Us page:
This organization may or may not be known to the general public. Their premise is simple: they give a pair of shoes to a kid in need for every pair of shoes purchased on their website. The creator of TOMS, Blake Mycoskie, was inspired by his encounter with impoverished children who were without shoes. Blake was motivated to start this firm after seeing this. Because the company’s history is conveyed as a tale, it’s simple to understand how it got to be what it is now. It’s poignant and uplifting, and it evokes a range of other feelings in the reader. This narrative may impact potential consumers, inspiring them to aid these youngsters by buying shoes from the website. TOMS generates new leads by being honest about its report on the About Us website. Another example of how Dollar Shave Club handles this with its unique brand of humor is as follows:
8. Make a list of Your principles.
This is a significant issue. You want to provide information about your company’s culture and what sets your brand apart from the competition. Yellow Leaf Hammock also does a fantastic job with this:
As you can see, there’s a heavy focus on being socially responsible, environmentally concerned, and daring. Wild Friends Foods also successfully communicates its values:
The bottom line is to demonstrate Your principles to visitors.
9. Make use of terminology that everyone understands.
You are About Us page should be professional at all times. Make sure there are no grammatical or spelling mistakes. Use no profanity or slang. While it’s crucial to keep your About Us page clean and professional, you don’t want it to seem like a professor’s dissertation. This page should be as readable as feasible. You won’t create new leads if folks can’t grasp what you’re saying. This isn’t a legal document; thus, it shouldn’t seem like it was written by a group of attorneys. Use industrial jargon sparingly. Others in your field may know what you’re talking about, but they aren’t your clients. You must communicate in plain terms that the typical person can comprehend. Take a look at Apptopia’s About Us page:
Apptopia is a mobile application development company. With mobile app analytics solutions, they assist firms in acquiring more clients. Nearly every organization can profit from this, but it is not something that everyone will grasp. They’re About Us page excels in this regard. They recognize that this is a complex field and that many individuals are unsure what to do with their mobile applications.
They cite a variety of possible clients, including:
- publishers
- advertisers
- brands
- investors.
People utilize data to assist them in making choices, but they don’t know how to collect and interpret detailed data, according to their website. This openness may make their leads feel more at ease. In addition, it’s written in simple language that everyone may comprehend. This page does not need an IT degree to understand. They’ll be able to generate more leads as a consequence. It wouldn’t have the same influence on prospective buyers if their page were very technical. It’s crucial to remember this, mainly if you work in specific sectors.
10. Break up the text with visuals.
I believe in breaking up textual information using photographs and other visuals. If you’ve been following my posts for a time, you know that I rely on images to help me write. Use the same principle on your About Us page. Text in large chunks might be frightening. People aren’t visiting your website to read all day. As a result, use brief phrases and paragraphs with just a few lines. Make use of images as well. Images may enhance the attractiveness of your About Us page. Because the photographs work as natural breaks in the page, making it easier for users to skim the material. On their About Us page, DeWALT utilizes photos in the following way:
This is a fantastic concept, in my opinion. This article offers a corporate chronology that goes back to 1922. They include a brief narrative and accompanying graphic for each corporate milestone. This design makes it simple for users to browse through and learn about the company’s history. As you can see, the pictures give value to the textual information as well. They include photographs to demonstrate a particular milestone rather than simply saying anything about it. It’s also fascinating to examine how picture quality evolves. Now I understand that not every company has almost a century’s worth of images to utilize for a timeline. That isn’t to say you can’t include photos on your page. Add an image to your tale if you’re discussing an event, a product, a service, or a person.
11. Make your top staff stand out.
I notice a lot of About Us pages that concentrate on the company’s founders. While there’s nothing wrong with bragging about your achievements, it doesn’t mean you can’t also brag about your team. A CEO is not necessarily relatable to the regular Joe. They can, however, communicate with coworkers. As a result, including information about your staff helps humanize your business. It demonstrates that actual individuals are representing your brand. Including the names, titles, and photos of your employees adds legitimacy to your company. So, if someone wants to contact your human resources department, they’ll know just who to contact. Here’s an example of BuildFire’s technique in action:
Their whole workforce is included at the bottom of their About Us page, with images with names and roles. You may even go a step further and provide a brief biography for each team member.
12. Make a lasting impression.
Don’t be monotonous. Your About Us page will not assist yointcreatingte leads if it does not make a lasting impression on website visitors. At that time, not everyone who views this website is ready to become a client. They must give that knowledge time to sink in before pulling out their credit cards and purchasing. So you’ll have to think of a strategy to make a lasting impression. However, don’t go overboard or do something that doesn’t represent your business. Take a look at Cultivated Wit About Us page:
It’s another example of highlighting staff and including a biography, as I advised earlier. Examine the photographs from our last BuildFire example and compare them to the photos from Cultivated Wit. There is a significant difference, as you can see. These aren’t the things you’d expect to see on a website. It’s a little out there, but it’s all good fun. Since Cultivated Wit is a comedy troupe, it fits right in. Photographs like this would not be appropriate for a firm specializing in retirement investing, yet they work here depending on your business and branding plan; attempt to make your About Us page memorable by having a little fun.
13. Finally, make a call to action.
So a website visitor made it through your About Us page. So, what’s next? You can’t expect people to go to your ecommerce store and start shopping right away. While it would be fantastic, you’ll need to provide them with guidance. You shouldn’t stop marketing your goods, services, and brand because it’s an About Us page. Go ahead, pitch whatever you’re selling. You’ve already got the visitor primed to become a customer if they’ve made it this far. Finally, make a call to action. That seals the deal. The Cali Life Co. produces leads at the bottom of the About Us page after detailing their origins and corporate story:
They immediately begin showing their best items. There’s also a link to promote Cali Life Co.’s Instagram profile. It’s self-evident that their overall marketing objectives are to grow revenue and social media visibility. As a result, adding these two parts to their About Us website aids them in achieving their goals.
Conclusion
Let’s go through everything again. It’s not only about your brand on an About page. It should also be about your target audience and how you can alleviate their problems. To make them feel comfortable doing business with you, you must answer their wants and worries and present your brand as a reliable resource. The following are essential components to include in your story:
- A fantastic headline
- A little backstory
- Your principles
- Answers to the three most frequently asked questions by visitors.
It’s also crucial to personalize your About page in a manner that is intriguing and representative of your business. Tell a tale that will pique the reader’s interest. Just make sure you talk in a language that everyone understands. Instead of only talking about yourself, provide some facts and brief biographies about your team members. A powerful CTA at the end will guarantee that your new leads are hooked. You can develop immediate rapport, generate trust, and encourage users to explore the rest of your site by hitting all of the right notes. When everything is said and done, this may have a good influence on various KPIs, including boosting average time spent on site, decreasing bounce rate, and increasing conversions. If you follow these guidelines, your company’s About page will begin to generate more revenue.
Frequently Asked Questions
How do I create an About Me page for my website?
A: To create an about me page for your website, include a brief introduction to yourself and what you are providing. You can also use this section of the site as an opportunity to showcase any other personal interests or skills that may interest readers of your content.
What should be included on the about page of a website?
A: A website description, links to social media pages such as Instagram and Twitter, a contact email address, and phone number.
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