10 Best Practices for a Compelling About Page that Works

10 Best Practices for a Compelling About Page that Works

Could you be turning off visitors on your website without even knowing it?

Unfortunately that’s exactly what many online business owners are doing on their websites.

When you think about it, people perusing your website are potential clients deciding whether or not to call you or purchase from you. They’re looking for a reason to like you… are you qualified to help them? Will you solve their problem? Will you relate to their needs?

And having a properly done “About” page helps visitors answer these questions.

After reading this article, you will be inspired to take a look at your existing About page, or put one up on your website if you don’t have one, and ensure you have the best practices in place to showcase not only you but your business too.

Do you have an effective About page on your website? Leave a comment below and tell us why!

It’s about them, not your personal resume

When writing your About page, you want to put yourself in the mindset of someone learning about your business for the first time and ask yourself “what would I want to know about this person or business?”

The answers to that helps you create compelling content for your about page. Here’s 10 tips that will help you know what to include in your About page for your website:

  1. Consider its Importance – Know that your About page is often the most visited page of your website. This critical content is key to building trust, credibility, and boosting conversions.
     
    If you don’t have an About page, it’s time to develop one. And if you do have an About page, review it to see how you can enhance it to make it more connective with your audience.
  2. State your Cause – Many consumers today are socially conscious.  They want to know ways that a company is making a difference in their communities. In fact, many consumers will go an extra mile or pay more for products and services from companies who support environmental and social causes that they care about.
     
    If your company doesn’t currently support any philanthropic efforts, now is a good time to align yourself with a cause and share about it on your About page.
  3. Distinguish Yourself; share what sets you apart. Are you specialized in your niche? Have you earned notable awards? Do you have a unique approach? Do you serve a specific geographic region? Tell the reader what your unique selling point is and why they should choose you over the competition.
  4. Keep it Consumer Focused – While you are writing about your company and what you do, it’s more important to write in a way that shows how all of that benefits the consumer. In reality, your About page is not at all about you – it’s about THEM and how you can best serve them. Remember: Features tell, but benefits sell.
  5. Tell your Story – Engage with consumers emotionally by sharing your story.  Write in first person and make it interesting. Show your personality and share what inspired you to start your business. Who is your mentor? Why are you passionate about this field of expertise? Reveal any turning points that truly transformed what you do and helped you create your unique approach. Tell about the results you have helped others to achieve.
  6. Build Credibility – Tell potential clients how you’re qualified to help them. Your About page allows you to not only share your expertise but also introduce your team members and their credentials.
     
    You also want to list any media mentions your company has received,  any professional or business associations your company is a member of and share any books you have written.
  7. Get a Little Personal – If you are a small business owner or entrepreneur, people want to know the person behind the business. Tell us about your experience and background. Share personal tidbits like what you do when you aren’t working, where you live, and who you live with (spouse, kids, pets).
     
    These juicy tidbits create strong connection points.  If you share that you are a crazy cat lady, you’ll be an instant hit with the cat lovers in your fan base.
  8. Add Photos – If you are a solopreneur, be sure to add a professional headshot. Hiring a professional photographer will ensure you have a nicely framed photo with good lighting.
     
    This is also an opportunity to have a more relaxed picture that shows your personal side but it still needs to reflect you in a positive manner so that people can maintain that professional image of you. It may be an outdoors picture or show you doing your favourite hobby.
     
    Larger businesses can have a group photo and even have each of the employees share a little bit about themselves that reflect their personality.
  9. Update it Regularly – Review your About page regularly to make sure it still reflects you and your business accurately. You may have had staff changes or perhaps there are new awards or credentials to list.
  10. End With a Compelling Call to Action – Every page on your website should have a call to action. Ask visitors to take the next logical step to doing business with you. Share how they can find out more, get a quote, or get started today.

Bring in the Professionals To Make Your Business Shine!

Writing about yourself is hard; I’ve worked with many clients who have said writing the About page was the toughest piece of content to write for their website. If you are not a star writer it may be time to hire a professional.

A marketing firm can write an About page that will set you apart while building the credibility and emotional connection needed to compel people to want to do business with you.

Does your About page need a little work to take it from boring to compelling? Share in the comments section below your biggest takeaway after reading this article.

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

  • This is just what I need for 2 of my entrepreneurial business women who are doing their ‘About You’ page! Thanks Susan I’ll pass it on to them.

  • Melanie Campbell

    Lots of good instruction. I have a lot of work to do to put this into practise. I suppose it is a work in progress. Thanks for being detailed, it makes it easy to follow.

    • You’re welcome Melanie! I’m glad you found the information helpful

  • Ken Weliever

    Hey Susan, I’ll read your blog! And glad I did. You’ve motivated me to revisit my “about page.” I’m not selling a commercial product, but I can see the application. Printing off your ideas and see how I can improve. BTW, how many words should an effective page be? Is there a “rule of thumb”?

    • Thanks for stopping by Ken! If you have a website for any reason, an About page is good to have for sure. Word count is not as important as what you’re saying. And what you say depends on who your audience is and what they want to learn/know about you to help them get a good understanding of who you are. Tell a story, make them feel like they know, like and trust you, and you can’t go wrong!

  • Ramya

    Thanks for the informative and descriptive article. Go to implement it right away. The flow easy and simple . Well written

  • Very good advice. that page needs to be worked and reworked until it fits your criteria. You’ve inspired me to take another look at mine.

    • Great to hear Carol! Let me know if you need any help 🙂

  • Thanks Susan, lots of good advice here. I particularly like #8. I never really thought of adding a personal picture. And yet I like it when I visit other sites that have some personal content. I just never thought of doing it myself. I will get on that right away.

    • Thanks Diana, yes a photo and making your About page as personable as possible is ideal – we want people to get to know the real you, not your brand or company persona.

Could you be turning off visitors on your website without even knowing it? Unfortunately that’s exactly what many online business owners are doing on their websites. When you think about it, people perusing your website are potential clients deciding whether … Continued