Your website is designed to attract qualified leads. This is done through brand promotion and providing value to your target audience. An often overlooked page for bringing in qualified leads is the About page.
Neglecting the About page means neglecting an opportunity to connect with your target audience and build an authoritative presence online.
What is an About Page?
An About page is the page on your website that presents you and your business to website visitors. It’s an opportunity to tell your story and show how you can solve the problems of your target audience.
If you Google your name or company name, one of the top pages on that search will be your About page. If the About page is well written and engaging, you’ll get visitors. A good About page promotes your brand and builds trust. Although a bad About page could cause people to ridicule you, something worse usually happens: They forget you.
Your Target Audience
Your middle school English teacher probably mentioned the importance of knowing your audience before ever setting pen to paper. Today, before you set your fingers to the keyboard to write your About page, you had better know your target audience because that’s who you need to attract.
Write what your target audience cares about. You don’t know your audience until you know what they care about. Visitors to your site want to know that you can solve their problems. Dedicate your first few sentences to your audience’s challenges and objectives. Not sure how to begin? Try writing about why that visitor came to your site.
This example from realstudyguides.net provides a good example of how to connect by relating to the audience’s primary challenge. The target audience consists of high school students looking for help with literature. Instead of starting with a list of advanced degrees, the About page begins with “Because I hated reading when I was in high school, I’ve always been sympathetic to the plight of non-readers and broke rank with my teaching colleagues when it came to study guides like the ones I’ve written.”
In one sentence, the site creator has demonstrated an understanding of the challenge his audience faces, created a common enemy–those mean teachers who limit resources, and established themself as an authority–an actual teacher with knowledge.
5 Keys for Creating a Great About Page
Make your About page memorable and effective. Here’s how.
- Tell your story. Facts are nice. Stories are remembered. The About page presents an opportunity to connect with visitors. If you have a story about how your product or service changes lives, share it. If you have a story of how you overcame challenges similar to those of your target audience, share it. If you have a story about your product that humanizes the business, share it. People buy from those they know, like, and trust. And it’s a lot easier to know, like, and trust a human than it is to know, like, and trust a faceless entity.
- Include multimedia. Words are nice. A good About page needs them. Adding images and videos, however, helps accomplish the primary goals of an About page: (1) They humanize you; (2) They help tell a story; (3) They help visitors connect with your brand. How much and what type of images and videos you include on your About page depends—as with all things on your site—your target audience. Images, videos, and infographics are also more likely to capture and keep the visitor’s attention once they arrive.
- Include contact details. If someone takes the time to visit the About page of your site, they want to know more about your products and services. Make it easy for them by including contact details. Make sure the contact details are updated. The wrong phone number or incorrect email address sends a negative message about you.
- Write conversationally. If someone visited you in person and wanted to know more, would you badger them with business jargon and arcane language? Hopefully not! You would talk to them like you were human, because you are. You want to be liked and trusted, so drop the pretense and the fancy words and the know-it-all tone.
- Let others brag for you. Nobody likes a braggart. If others, however, brag for you, that’s just fine. Including testimonials on your About page builds trust without you having to sound boastful. Getting testimonials simply requires reaching out to clients, coworkers, and reputable individuals in your industry and asking them what makes you and your business stand out.