A website's About’ page is more than just the company’s bio, it is a site’s not-so-secret marketing strategy. Most businesses focus their time and attention onto their home pages in order to entice potential customers and neglect the ‘About’ page. Throwing in a generic description of who you are isn’t enough. Your ‘About’ page is the company's greatest chance of creating a connection with potential customers and employees.
Why your 'About' page matters
When a first-time visitor lands on your page they start with the home page, but if they’re serious about you they move on to the ‘About’ page which is where the final decision to proceed is made. Take the opportunity to introduce yourself, your team, and why the business matters. Gain your audience's trust. Prospective customers want to know your story and judge whether you understand them and their problems. Therefore, if you create a personal, likable, and believable ‘About’ page, your prospects are more likely to trust you and do business with you. Here are 5 tips to keep in mind when creating your 'About' page:
Starting is always the most difficult, so focus on answering the five Ws: who, what, when, where, and why. Show your prospective viewers who you are, what you do, when you started doing it, where you’re located, and why they should do business with you.
One of the most effective ways to capture your audience’s attention is to tell them a story. A genuine story brings your brand to life and gives your business meaning.
One key aspect of marketing is captivating visuals. Don’t just throw in any generic photo, make sure that the picture you choose accurately represents your brand. Clear, professional, warm, and inviting. You are trying to sell your business through a screen without face-to-face interaction, so make sure your image is able to establish that level of trust needed for the viewer to move forward.
Your ‘About’ page isn’t complete without a call to action. You already have your visitor's attention so why not take the next step and seal the deal.
Up-to-date and to the point
As your business evolves continue to update your ‘About’ page. Include any accomplishments that could help persuade potential customers and/or employees. Lastly, attention spans are short, so keep it succinct.
It's still early in the year, now is the time to really take a hard look at your website and make changes and updates that reflect where your company is now. Remember Prideful & Inclusive Consulting is always here to help! Contact us today!