Your website’s about page is the next best thing to face-to-face contact with your potential client. It allows your business to create a personal touch that converts from visitor to loyal customer. Is your website making a killer first impression? Today we’re sharing a guide to perfecting your about page.
Let’s start off with some basics: who, what, where, why and how. Who are you? What is your business about? What is the product or service that you offer? Where are you located? Why did you start your business? How do your products or services solve a problem for your customers? These are some examples of questions that can be quickly answered to help the visitor have a general overview of your business and what you do.
When a site visitor navigates to an about page, it means that they are actively interested in learning more about your business. This is an opportunity to share your brand’s story! What was the “aha!” moment that made you go into business in the first place? What are the values and principles that your company holds? What are some major milestones that you can share? Succinctly communicate your brand’s story to your visitors so you can start to establish a relationship and turn your visitors into customers.
Another factor to consider when crafting your about page is testimonials. By including glowing testimonials from happy customers, you can build trust and establish your company’s credibility. Testimonials also explain why your brand is the best option to solve your customer’s problem!
Lastly, and most importantly, wrap up your about page with a call to action! This could look like asking visitors to purchase products, sign up for your email list, follow your social media platforms, book a service, etc. Your website visitor has read through your page and is ready to become a customer, seal the deal with a strong call to action.
Your website’s about page shouldn’t be an afterthought. It should focus on highlighting the biggest selling points of your brand and making a strong impression on potential customers. Putting time and effort into your about page will increase the average amount of time a visitor spends on your site, while lowering your bounce rate and improving conversions!