Despite the fact that the “About” page is a central element of any good website, a large number of business owners fail to realise just how critical of an asset it really is. A brief and uninspiring synopsis of what you do and why you do it is a big no no, and we’re here to tell you why.
The About page is a key tenet of your website, and is a guaranteed to get a substantial amount of traffic. In fact, a 2015 study revealed that as many as 52% of people attested to going straight to the About section of a website when they first come to a homepage. So, why exactly is this?
Well, when we form a comparison between the way we interact with websites and the way we interact with our fellow humans, it becomes quite clear. When we meet a new person, we tend to want to get to know a bit about them in order to identify similar outlooks on the world, life experiences, likes and dislikes, etc. Getting some background information is, essentially, an important part of figuring out whether we “gel”, so to speak. If we gel, we can begin to imagine investing time and effort into building a subsequent relationship and creating a space for them in our own little personal network of trusted and respected individuals.
So, why should it be any different when it comes to the way we interact with a business we are unfamiliar with, through their website? The same basic principles of social psychology apply in the digital world, too, where we are constantly looking for brands and businesses that resonate with us, and considering to what extent they can meet our needs, wants and desires accordingly.
An About page is the place where this vital piecing together is done. It’s the make or break moment where a visitor can potentially begin to figure you in to their network of trusted and respected businesses that they are interested in investing time – and money – into.
So, what are the makings of a well-rounded about page?
You’re looking, ideally, to find a way to express your companies unique identity and voice. A good “About” page will build a trustworthy narrative that serves to humanise the brand, whilst placing the onus not only on what the business is all about, but what it can offer to its prospective customers. Here are our top 3 pointers:
1. Be inclusive of the customer
Funnily enough, the About page is not all about you. Most importantly, it’s a place where you can make the link between your business and its story with your prospective customer and their needs.
Ultimately, those visiting your website are there because they have a challenge or a need for, perhaps, a certain product or a certain type of business support. Hopefully, this is a need with which you can help, positioning your About page as the opportunity for you to build the narrative which links your story to their needs.
Storytelling is a powerful tool that you can utilise in order to grow your client base.
By engaging your audience in a genuine narrative about your businesses humble beginnings, you can establish an invaluable level of trust, as well as providing context and meaning. This can be especially important for businesses offering more abstract services.
If you can humanise your business consultancy firm, for instance, by setting the scene for its inception within the context of a meaningful conversation between two like-minded and mutually motivated women on a rooftop patio in Madrid, then you’re really onto something.
3. Finish with a call-to-action
A well crafted About page deserves a fine ending, and what better way to tie up your brands story than with a punchy call-to-action? This could look, for example, something like this:
- “Passionate about X too? Then start your free trial with us today.”
- “If this sounds like a little bit of you, browse our catalogue here”
- “We’re ready and waiting for your call, so schedule your appointment today.”
So, now that we’ve given you a run through of the makings of a strong and well constructed About page, it’s time to revisit your own and consider how it might be perceived from the customers perspective.