Did you know that your About page is one of the most important pages on your entire website? In some ways, it’s even more important than your Home page. While your Home page is where people find out what you do and what you offer, the decision to buy from you is often made after reading your About page.
Why? I think your About page is where people decide if they have chemistry with you. It’s where they decide if you understand them. And it’s where people decide if they like you. Ultimately, people will buy from you or hire you not so much because of your skills or your products, but because they feel that they can trust you and that they have a connection with you.
Your About page is where people will decide to buy from you. Or not.
I truly believe that your About page is an incredibly effective sales page. It’s not a typical sales page where you list your products and services, the features and the benefits, “Buy Now” buttons and all of that other important information.
It’s where you tell your story. How you got started, what you believe, why you started your business and why you care so much about your customers. A well-conceived, well-written and well-designed About page is a very powerful tool in creating a connection with the very people you want to do business with.
So if your prospects haven’t connected with you before going to your products pages, there’s a pretty good chance they won’t do business with you. Your website’s visitors are humans, after all, and they are intelligent. They need as much information as possible before making a purchasing decision.
No wonder people often spend 30% or more of their time on your About page than on any other page on your entire site.
How to construct a great About page that sells without being “salesy”
The following list may seem a tad formulaic. But trust me. It works. It’s the most effective way I know how to put this important page together.
- State your core message. This is the same as the one on your home page: what you do, who you serve and the greatest result you achieve for your ideal customers. It can be a little longer than the statement you have on your home page, but it has to include that information.
- Tell your story. How you got started. What was the “aha” moment you had that made you want to start your business? And what was that like? And how did you eventually get your business up and running? Talk about experiences, how one client led to more, and how you eventually specialized in a certain area (if you didn’t at the beginning). Express your love for what you do. And more…just go with the flow. Don’t worry about length, you can always edit later. Which you will, because, rewriting is writing.
- State your credentials, degrees and other relevant work experience. This isn’t the most exciting part but it is important. Degrees and such give you credibility. And what if you don’t have any? That’s okay, too. You can talk about work experiences and what they taught you – good and bad – that you still remember and that still inform your work today.
- Great pictures. Headshots are okay so long as they aren’t the type you get from Sears. I have nothing against Sears. But what I’m saying is, don’t use a generic headshot with the faded blue background. Or a passport shot. Invest in a good photographer, someone who will take some time to talk to you, get a feel for your personality and business character, and who will take pictures of you, your work place and maybe even some of you with customers. Bring several different outfits to your photo shoots. Take indoor shots and outdoor shots. Individual shots and group shots. Remember, you’re trying to connect with people. Who connects with someone in a traditional (read: boring!) headshot?
- Style and formatting are important. Make sure that headings and subheadings stand out. Use larger fonts or different colors or make them bold. People have a tendency to scan pages, even your interesting About page. And it breaks up the monotony of a text-heavy page.
- Call to action. Don’t leave your About page sitting there. Ask prospects to do something. Ask them if they want to contact you. Ask them to browse a specific page next – one with your services and specialties, for example. Or if you have a special service that gets people started at a reasonably low entry price – I use my Website Build and Design Plan – then mention that. There’s no need here to push people to buy from you. But more a need to point them in the direction you want them to go.
Finally, proofread, ask a trusted peer or friend to read over what you’ve written, and then launch your new About page. Don’t unleash your work without these final steps! There’s nothing like a typo or a few typos that can damage your credibility. And yes, even a few typos can turn people off and make them bounce off your site.
Formatting your page
My strongest suggestion: have fun with this part! You’ve got all of the essentials down. How you put this together is up to you. I’ve seen some pretty unusual-looking and laid out pages. But the ones that have really grabbed my attention, made me go “Wow!” and compelled me to revisit or share them have been the ones where the story really speaks for itself, and where the design carries that story well. In other words, the design should serve as a means to frame the story, enhance its essence and style.
So really, have fun with the design part of this process. Add your Instagram feed, put in old shots of you growing up or your business’s first location, the early versions of your products, pictures of you enjoying life outside of business. Give people a nice, well-rounded view of who you are. These touches enhance your trust and likability factors.
Your About page is where you create a connection – locally or thousands of miles away or from the other side of the globe – with people who want what you offer. There’s no perfect way of doing it. But once you’ve got it down and feel that it tells your story, your philosophy and what you do for your customers, you’ll know it. You’ll feel it. You’ll feel like you can trust and connect with you.
Now, it’s your turn. Go do it.
About the author
I'm a writer and a web designer. I create one-of-a-kind websites for small businesses and creative entrepreneurs. I help my clients expand their audiences, get more customers and make mo' money. Get my FREE PDF checklist, "Build a Website that Attracts & Converts: The 10 Elements Your Website Needs to be Highly Effective" when you subscribe to my monthly newsletter for industry news, writing and design tips and special offers.