Let’s get personal…
It’s the 2nd most visited page on your website making up for as much as 25% of page views (according to the websites I look after).
And it’s often the most overlooked when creating a website, added as an afterthought or containing some generic/corporate (aka boring) information.
Like this one…
Experts in beauty & wellbeing – says who?
It’s from a Beauty Salon in Ashford. Not very inspiring is it?
Experts in beauty and wellbeing they claim, yet there’s no information about them, their qualifications or even whether they’re insured.
In fact, there’s not a name or qualification in sight.
So, what should your about page include?
1. Information about you and your team
Sounds obvious but people are on your about page because they want to know about you!
Tell people about yourself. Tell the story as to why you started your business and do what you do. People love reading stories, so tell them yours.
Obviously you don’t need to reveal any skeletons in the cupboard, but give them a brief story about yourself. It doesn’t have to be an autobiography, but, looking at Teresa’s About Page it tells them who she is and what she does when she’s not working.
2. Building Trust & Credibility Through Your Story
The About page allows you to build credibility for yourself and your business. Listing the qualifications you have, the clients you’ve worked for reassures your website visitors.
Adding in testimonials from happy clients provides social proof to your visitors that others have used your business and been happy. Remember I said people like reading stories, well the clients you’ve worked with are part of your story. Weaving in these stories with your own helps build authority and trust.
3. A photo of you, your team and your clients
People want to know what you look like so show them. Studies have shown that even new born babies are fascinated with faces and this doesn’t wear off. Include a great photo of you for your website. It doesn’t have to be a formal headshot, but have one that reflects who you are.
Helen Mackenzie, a professional consultant who works in the Procurement industry and is one of my clients, provided a photo of her outside her home in Scotland. She looks relaxed and yet professional.
Or this one from a local nursery. The About page has a photo, a story and a personal message.
If you’re a team, introduce yourselves. This way people can put ‘names to faces’ and will feel more comfortable coming to your business or contacting you.
4. Your Values and Personality
What do you stand for? What makes you tick? What do you enjoy?
The About page is a great place to share things that are important to you with visitors. Yes, this may put some people off, but if you strike a cord with someone they are more likely to choose you rather than a ‘bland’ alternative.
The aim here is to resonate with your reader. To some extent we’re going back to basics here, who are your customers and what are they interested in.
If you care deeply about the environment and avoid waste, recycle everything and carry out a weekly litter pick of your local park, then tell people.
Love being outdoors? Share it.
Hate cooking (like me) – tell people.
Depending on your business and how personal you want to get, will depend on how much you share here. But, weirdly, the more you tell people about yourself and your values, the more people will like and trust you. I guess that’s to do with being open and honest.
5. Avoid Jargon
I found this example of an About Page when looking at local businesses. It’s got a list of all the qualifications on it, but who knows what it really means.
If you’re going to use things like BS standards, then either explain what it means or provide a link to a page that explains it.
Jargon is something it can be really easy to slip into, so have someone who doesn’t know what you do read your page and see if they understand it or ask a 10 year old child!
6. Consider Using Video
Think about using video on your webpage. Can be interviews with you and your team, a tour of your premises or even your clients sharing their experience with you. Making videos is not what it used to be and you can record on a mobile phone, edit and upload easily.
7. Provide A Way To Keep In Touch and Contact You
Now that I’ve seen your photo, read your story and discovered that you’ve helped people in my situation what do I want to do next? Contact you! So often this part is forgotten so either include a Contact Form or a strong Call to Action button to take them to the Contact Page.
Have your Social Media accounts available to them, so they can choose to follow you and include an email capture on the page to encourage them to provide their contact details.
And finally, meet Joe
Finishing up with this one which I love. Joe is the ‘Chief Cleaner’ and here he is holding a pile of ‘yuk’ he’s just cleared from a gutter – love it!
Hands up, this isn’t my work and there’s lots I’d change about this About page, but I love the fact that they’ve got Joe with ‘gunk’ from gutters that he’s just cleared. The customer sees Joe, sees that he doesn’t mind getting his hands dirty and looks honest and reliable. This picture alone is much better than a stock image of people looking immaculate or a corporate logo.
Need some help?
If you need some help creating your About page, get in touch. Contact me and we’ll arrange a time to talk.