Tips to Create A Top-Notch “About” Page
Do you feel awkward or self-conscious about your website’s About page? Understandable — it can be difficult to sell yourself. But the About page is among the most often viewed website pages, and a robust and well-articulated page conveys credibility. Think of your About page as part resume, part scrapbook with a bit of personality thrown in for interest. Make it verbally informative and visually interesting. Here are a few tips to get you started on a top-notch About page:
Write for the user.
Oddly enough, even though the page is about you, the focus should be on how you can fulfill the needs of your visitor. Use your story to illustrate what is exceptional about your company. Share the unique skills and experience you have in meeting specific customer needs and wants. Your page can be written in the first or third person, but the voice should be consistent with the rest of your site and reflect the personality of your brand.
Tell who’s who.
The structure of your About page will depend on the leadership of your business. If you are the company, include sections about the company and about you, the founder, CEO or head honcho (again, use a voice consistent with your brand). If you have a leadership team, include brief bios for key members. Include a professional head shot or a photo of you in action and consider adding a short video to highlight your company. If you partner with other companies or experts in related fields to provide a broader scope of services, consider including a hyperlink to their websites.
Show your affiliations.
Demonstrate the depth of your commitment with verbiage about your involvement with relevant organizations specific to your expertise and to your community. Town committees, rotary clubs and other geographically-focused groups show your connection to the local community. Membership in industry groups illustrates your dedication to remain well versed in your area of expertise. Certifications by industry organizations and reviews by independent ratings organizations bode well for your reputation.
Share who your clients are and what they say about you.
Highlight the industries or types of clients that you serve. If your clients have recognizable brands, offering a case study along with a client’s name and logo (with their permission) can bring your work to life while also helping to establish credibility. And of course, customer reviews and testimonials (with a name and company hyperlink, if applicable) are an outstanding way to validate your work.
Offer ways to deepen the relationship.
Tell your visitor where else you can be found online. Utilize visual icons with active hyperlinks to connect with you on social media platforms such as LinkedIn, Facebook, Twitter, YouTube, Google Plus, etc. A giant list isn’t necessary; link only to profiles which are strictly business and where you are actively engaged. (If you’re not on LinkedIn, establish a profile and get active – it’s an outstanding platform for networking.) Include a link to your Contact page to enable a visitor to easily find your phone number, email address and hours of operation.
Since many visitors find their way to your About page, consider the top actions you want a visitor to take when visiting your website, and guide visitors to those actions. For example, if you are trying to build up your email newsletter or blog subscriptions, add a link to sign up right on the About page.
Don’t be shy. Promote your business with a top-notch About page.