Use your About Page to spark new relationships with your site visitors.
Once a potential customer gets to know, like, and trust you she will be more likely to buy your products and services, and refer you to friends. Your About Page is a great place to create that connection.
3 Essential Elements of Your About Page
Your About page should:
- Help visitors know you by sharing details about your business. Tell the story of why started your business, and walk readers through exactly what to expect when they work with you.
- Help visitors like you by sharing about your life even if it doesn’t directly relate to your business. Include light details about your family, the causes you support, your passion projects, and your family background.
- Help visitors trust you by listing the relevant awards, certifications, testimonials, and press coverage you’ve received.
Tell the Right Story
Even though the About Page tells your story, make the customer the hero of the tale.
Your business is not the pot of gold a customer wants. Instead, your product or service is a bridge to what your customer desires.
For example, when you recount why you started your business, focus on the passion you have for giving customers high value at a fair price. And when you share personal details about yourself, spotlight the elements of your biography that your target customer will relate to.
Aligning your About Page with the needs and desires of your customers is a subtle change that makes a powerful impact on site visitors.
Why Your About Page Is Important
Not everyone who comes to your site will visit your About page. However, we’ve seen statistically that most visitors who eventually buy from first made a stop at your About page to learn more about the people behind the company.
Crafting an effective About page is critical to having a website that grows your business. Follows the guidelines we’ve laid out for you, and your page will create a bond with site visitors who are looking to buy what you sell.