Is Your About Page Helping You or Hurting You?
The “About” page often gets short shrift. It’s not a product page or sales page, so it gets neglected when a company launches a website. But it’s also the first page most users check—so it should be written to sell your brand. A good About page helps move a visitor along the sales funnel, and makes your brand stand out from all the others they’ve seen.
So how do you create a good one? Ben Austin over at Moz recently put together nine simple tips to do just that. I wanted to look at four of these tips that are particularly important:
#1 Don’t Talk about Yourself
Ben points out that most of want to talk about us, not about other people. This is true for your audience as well. Starting out with the year you were founded might seem like decent About copy, but your customer doesn’t need a history lesson—they need a problem solved. If you focus on their problem (and, of course, how you solve it) then you’re really starting the sales process before they’ve even gotten to a product/service page. Plus, you’ll keep their attention.
Ben also suggests you can use facts, like your client retention rate, to avoid directly tooting your own horn. I agree, but I would present these in a visual format or otherwise pulled out of the copy. The copy itself should focus squarely on your approach to solving your customer’s problem.
#2 Use Customer Testimonial
It’s easy for an about page to sound too much like bragging, or too much like a sales pitch. How do you avoid that? By letting others do your bragging for you. Customer testimonials, statements from experts, research figures showing your products work, and awards you’ve won are all ways to show that others, not just you, believe your product is valuable.
#3 Include Contact Details
Yes, you may have a dedicated “Contact” page, but Ben points out that listing your address and contact info on the About page helps build trust if it’s the first page a person comes to. I’d add it’s also a matter of user experience. If someone tapped on your mobile site looking for your address at a red light, the About page might be the first place they check. Make their life easier, and it’s more likely they’ll actually show up and buy something.
I’d also add something that far too many businesses forget: your hours. If you are a physical store or office, list your hours on the About page right next to your contact details. No one wants to make a phone call just to ask if you’re open.
#4 Make it an Accurate Reflection of Your Company
Ultimately the About page is just one step in a potential customer’s buying process. They’re going to see your other pages, read your copy, and look at product reviews. A good About page doesn’t just make you look good, it sets the tone of your company. It should lead a customer and set their expectations—and when they go to another page on your website, it should have the same feel.
This is so important that when I write web copy for our clients I actually start with the About page. I don’t write any of the sales pages until I’m 100 percent happy with the About copy, and I come back to it throughout to project to make sure I capture our client’s attitude in everything else I write.
For more great tips on About pages I recommend you check out all nine of Ben’s tips. To fine tune your own About page, and all the other moving parts that make a site successful, you can get a free consultation with our internet marketing masterminds today.