If you own a business having an About page is one of the most important pages on your website. In fact, it’s a key part in most people’s decision to work with you or not. Some of the common mistakes we see with about pages is too much or too little content. Especially in regards to content that is about the company. It may be your business, and your website, but at the end of the day, your visitors are the ones that keep you in business and help attract new business. You cannot afford to ignore having an informative and good About page on your website.
Here’s 5 reasons to have an about page on your website.
It tells your story
If you are the owner give a little insight into who you are. Avoid personal information that isn’t relevant like your pets, home, and other things that could be a security issue. Why pets you ask? Because most people use their names for a password. People can check out your LinkedIn profile or Facebook for personal things, remember it’s about you, but how you relate and why you started your business. Liking long walks on the beach are for eHarmony. 🙂
It tells people about your business and why you do what you do
Why you? Why does your business exist? Does it exist because you’re a great person? Or perhaps you saw a need and found a way to fulfill it through your ideas and ways of doing things? Tell people how you started and what your mission is for your community or for your customers. It’s like talking about yourself, but yourself as the company. Discuss the services you provide and why someone should choose you. Include when your company was founded, and some old images of the original location only if it’s near known landmarks and is nostalgic for your community, not just you.
It should explain your methods to achieve customers goals
If I hire or contract you, what can I expect? What are the steps to complete what I need done (1,2,3,4)? Give your potential customers something that is different and stands out. Video here is preferred, but don’t if not professional. A terrible video or imagery can make you look cheap and amateur. Though it may not be true, it may give the impression that this is your best work or an indication of the effort you will give a customer’s project.
It should be clear why you’re better than the rest
Here’s where you write and do a little humble bragging. There’s a lot of competition these days and, depending on the market, you could be up against businesses like the single owner and employee run business all the way to the big guy down the street with 20-40 employees. That said, craft content that will stand out. Like I mentioned earlier, this may be an opportunity to produce a video that visually shows why they should use you and why your services, or product is superior.
It should have a call to action that’s simple
The most important part of any webpage is “What Now” section, or as we in marketing call it, the Call-To-Action area. This can be a form, phone number or email address (preferably an address with your domain in it). After your prop-value statements listed above, this is where you want new visitors to take the next step and contact you. Keep in mind most people don’t do this on the first visit. Therefore, offer them something to download like a case study or a link to click and bookmark your website. Likewise, if they are a returning customer, ask them to leave a review on Google or Facebook about your business. That will help validate that you are you, and you are trustworthy to do what you are hired for.
That’s the list, I hope it’s helpful and if there is anything that we’ve missed please let us know in the comments below.