You have to put numerous thought and energy into each web page of your web site.
However your About web page is arguably one of many most necessary pages by far.
Is it actually that large of a deal? What number of guests will really take the time to take a look at your About web page?
Nicely, right here’s an attention-grabbing statistic.
Based on a examine from KoMarketing, “52% of your guests need to see an About web page.”
With out one, you’re immediately creating a long way between your organization and over half of your guests.
That’s why an About web page is extra necessary than you might suppose.
And right here’s one thing else I’ve observed.
Loads of manufacturers (even among the larger ones) lack within the About web page division.
Some fail to incorporate an About web page altogether, and others halfheartedly slap one collectively with out placing any actual thought into it.
Such About pages usually miss the mark, which throws a wrench within the general gross sales funnel.
I need to be honest and say that not everybody wants an About web page. However most corporations, people, and web sites do. It’s a normal factor to do.
And it may be actually precious. So long as you do it proper!
Put your self within the mindset of an internet site customer who’s studying your About web page.
They’ve already stumbled upon your web site, in order that they have a common concept of who you’re and what you do. Nevertheless, they might not be able to grow to be a buyer but.
That is the proper alternative so that you can persuade them. I see many About pages each day which are boring and don’t present any worth to an internet site.
It’s as if some corporations write their About pages as quick as doable as a result of they suppose it’s only a requirement to be fulfilled.
You set a lot effort into scaling lead technology by means of running a blog, which it’s important to replace regularly. However your About web page shall be a lot simpler because you don’t need to replace it as steadily.
Should you do it proper the primary time, your About web page will enable you to get extra conversions and gross sales.
On this publish I’ll clarify every part you must find out about create an About web page that’s nicely crafted and that may resonate together with your guests.
Redefining an About web page
To start with, let’s begin with a proper definition of an About web page.
Based on Your Dictionary, it’s
a sort of net web page generally seen on web sites, containing common details about the individual or group that’s chargeable for the web site in query, often an outline of the location’s historical past and mission or objective.
Most individuals most likely would say this definition is spot on.
However for my part, it has one deadly flaw.
It talks about solely the individual/group and doesn’t deal with the wants or considerations of tourists.
In fact, you’ll need to speak about your organization, its historical past, philosophy, values, achievements, and so on.
However there’s extra.
A terrific About web page will reply some main questions to your guests.
What varieties of questions ought to I reply?
Copyblogger nails it on this article.
Right here’s their tackle issues.
A few of your guests’ unanswered questions are:
- What’s on this for me?
- Am I in the fitting place?
- Can this individual assist me with my drawback?
Don’t ship your readers screaming for the exit by speaking solely about your self. As an alternative, make them need to pull up a chair, chat with you some time, and keep up a correspondence lengthy after the social gathering.
What number of instances have you ever clicked on an About web page solely to listen to an organization ramble on about how superior they’re with out ever answering any of the urgent questions of their guests?
I see it occur on a regular basis.
What it is best to purpose for
The purpose I’m attempting to make right here is that the time period About web page could be a little deceptive.
It shouldn’t be nearly you. It must be about your viewers as nicely.
And now, right here’s my method for telling a gripping story.
Know thy buyer
I’m certain you’ve heard the Historical Greek aphorism “know thyself.”
It speaks to the significance of an examined life.
However in terms of an About web page, you need to completely know your buyer.
And I’m not speaking nearly gender, revenue degree, training, and so on.
You have to know the place your common individual is at within the gross sales funnel.
And in the event that they’re taking a look at your About web page, it’s secure to say they’re within the earlier levels of the gross sales funnel.
The massive majority shall be prospects with some degree of curiosity and minimal consciousness of your model.
Most need to grow to be extra acquainted with you.
Not solely do they need to know extra about your product/service, many need to know in case you share their values and beliefs.
Attempt to put your self within the sneakers of a median prospect and determine what particular data they’re in search of.
This may information your efforts.
Begin with a powerful headline
Your headline is every part.
If it pops, guests will need to learn on.
If it sucks, many will depart by no means to return.
What makes a terrific headline?
It’s best to make your headline easy, clear, and benefit-driven.
Don’t waste area and be repetitive. The web site customer has already clicked on the About part of your homepage, so that you don’t want to make use of that as a headline as nicely.
As an alternative, use a headline that enhances your perceived worth.
Try this About Us web page from SAXX:
I like this headline as a result of it speaks to the potential buyer. SAXX is a males’s underwear model. So the headline of their About web page displays customers’ needs.
Lively type. Extraordinary consolation.
This headline is intriguing to say the least. It’s additionally attractive sufficient to make the reader proceed on the web page. When you’ve got a boring headline, individuals might not even learn your content material.
The identical concept is behind writing a weblog introduction that makes the remainder of your publish irresistible.
I additionally share this instance as a result of SAXX makes use of a number of headlines on the web page. As you learn on, you see the second title, “How our story started.”
This makes it clear to the reader what this part goes to debate: the founding of the corporate.
You’ll study it by means of a narrative moderately than chilly info which is at all times extra interesting to a reader.
Right here’s one other good instance from Yellow Leaf Hammocks. You may immediately get a way of what’s being provided and the advantages. On this case, high-quality, cozy hammocks.
And right here is yet another nice instance from Gini Dietrich that makes use of a profit pushed headline:
Be genuine and clear
You need to be skilled together with your About web page. That’s a given.
However some manufacturers are overdoing it to the purpose of sounding stiff and nearly robotic.
Except you’re in a brilliant formal trade (e.g., you’re a lawyer or an insurance coverage dealer), I believe it’s a good suggestion to “let your hair down” a bit of.
Paint a sensible image of what your organization is and what you do.
Should you’re snarky, be snarky. Should you’re quirky, be quirky.
Regardless of how teched out we get, enterprise remains to be finally based on individuals shopping for from different individuals.
And so they naturally need to do enterprise with somebody they like and belief.
Authenticity and transparency are two main components in gaining that belief.
I believe that Pete Adeny (a.okay.a. Mr. Cash Mustache) does a terrific job of doing this on his About web page:
His web page immediately permits his readers to get a way of who he’s, his philosophy, and his humorousness.
Present a short however compelling again story
You don’t want (and even need) to enter elaborate element, however I like to recommend giving guests an concept of the place you got here from and the way your organization got here to be.
In different phrases, inform them your model’s story.
Tales preserve individuals , guaranteeing they may learn by means of the web page.
In case your content material is stale, no person will need to learn it. You’ll miss out on tons of potential leads.
Undecided inform a narrative? Simply be sincere, and speak about how your organization bought began. You don’t must go over monetary particulars or something like that except it’s very entertaining.
For instance, in case you discovered a approach to flip a $20 invoice right into a enterprise, that may very well be an attention-grabbing learn. However no person desires to listen to about your startup mortgage negotiations on the native financial institution.
Inform a narrative that focuses in your firm’s mission. What was the inspiration for beginning what you are promoting?
Right here’s an superior instance from the TOMS About Us web page:
Individuals might or might not be acquainted with this group. Their idea is fairly easy: for each pair of sneakers purchased on their web site, they donate a pair to a baby in want.
The inspiration behind TOMS got here from the expertise their founder, Blake Mycoskie, had when he noticed poor youngsters with no sneakers. Witnessing that impressed Blake to kind this firm.
It’s straightforward to find out how the corporate turned what it’s as we speak because it’s instructed as a narrative.
It’s heartwarming and touching and stirs a wide range of different feelings in a reader.
Potential prospects could also be moved by this story and impressed to assist these youngsters as nicely by buying sneakers from the web site.
Being this open about their story on the About Us web page helps TOMS generate new leads.
Right here is one other instance displaying how Greenback Shave Membership does this with its personal signature model of humor:
Be clear about your values
It is a biggie.
You need to supply perception into your organization tradition and what distinguishes your model from the remainder of the pack.
Yellow Leaf Hammock pulls this off flawlessly as nicely:
As you possibly can see, there’s a powerful emphasis on being socially aware, sustainable, and adventurous.
Wild Buddies Meals successfully conveys its values as nicely:
The underside line is to point out guests what you imagine in.
Use phrases everybody can perceive
Your About Us web page ought to positively be skilled.
Ensure that it’s checked for grammatical and spelling errors. Don’t swear or use slang.
Whereas it’s necessary to verify your About Us web page is clear and correct, you don’t need it to sound like a dissertation written by a professor.
You need to make this web page as readable as doable. If individuals can’t perceive what you’re saying, you received’t generate new leads. This isn’t a authorized doc, so it shouldn’t sound like a staff of attorneys wrote it.
Keep away from utilizing trade terminology.
Different enterprise house owners in your trade might know what you’re speaking about, however they aren’t your prospects. You have to put issues in frequent language the typical individual can perceive.
Learn this About Us web page from Apptopia:
Apptopia is within the cell utility trade. They assist companies purchase extra prospects with cell app analytics instruments.
That is one thing that just about each enterprise can profit from, however not everybody will perceive.
That’s the place their About Us web page shines. They acknowledge this area is a bit of bit difficult and other people aren’t certain what to do with their cell apps.
They point out all varieties of potential prospects, together with:
Their web page explains that individuals use information to assist them make choices, however they aren’t certain get and analyze sure information.
This transparency will help their leads really feel snug. It’s written in plain language everybody can perceive. You don’t want an IT diploma to decipher this web page.
In consequence, they’ll be capable of get extra leads. If their web page was tremendous technical, it wouldn’t have the identical impression on potential prospects.
It’s necessary to maintain this in thoughts, particularly in case you’re in sure industries.
Add pictures to interrupt up the textual content
I’m an enormous advocate of utilizing photos and different visuals to interrupt up written content material. Should you’ve been studying my blogs for some time, I take advantage of photos to assist my writing.
Apply that very same idea to your About Us web page.
Massive blocks of textual content are intimidating. Individuals aren’t in your web site to spend all day studying. So write briefly sentences with paragraphs which are just a few strains lengthy.
Use photos as nicely. Pictures could make your About Us web page extra interesting. It helps individuals scan content material because the photographs act as pure breaks within the web page.
Right here’s an instance of how DeWALT makes use of pictures on their About Us web page:
I believe this concept may be very inventive. This web page establishes a timeline for his or her firm that dates all the best way again to 1922.
For every firm milestone, they’ve a fast description and a picture to go together with it. This idea makes it very easy for individuals to scroll by means of and be taught in regards to the historical past of this enterprise.
As you possibly can see, the pictures add worth to the written content material as nicely.
Quite than simply stating one thing a couple of explicit milestone, they’ve photographs as an instance it.
It’s additionally actually cool to see how the standard of those pictures modifications over time.
Now, I understand that not each enterprise has almost 100 years of photographs to make use of for a timeline. Nevertheless, that doesn’t imply you possibly can’t use pictures in your web page.
Should you’re describing an occasion, product, service, or individual, add an image to boost the story.
Characteristic your greatest staff
All too usually I see About Us pages that concentrate on the founders of the corporate. Whereas there’s nothing improper with speaking about your private accomplishments, it doesn’t imply you possibly can’t showcase your staff.
The typical Joe can’t at all times relate to a CEO. However they’ll join with different staff. So together with details about your staff helps humanize your organization.
It reveals there are actual individuals representing your model. Including the names, positions, and images of your workers additionally helps add credibility to what you are promoting.
So if somebody desires to succeed in out to your human assets division, they know precisely whom to ask for once they name.
Right here’s an instance of this technique utilized by BuildFire:
On the backside of their About Us web page, they function their whole workers, displaying images together with the names and positions.
You may even take this strategy one step additional and add a small biography of every member of your workers.
Make it memorable
Don’t be boring. In case your About Us web page doesn’t depart an enduring impression within the minds of the web site guests, it received’t enable you to generate leads.
Not everybody who visits this web page is able to be a buyer at that second. They should let that data soak in earlier than they determine to tug out their bank cards and purchase one thing.
So that you’ve bought to provide you with a approach to depart an enduring impression. However don’t go too loopy or do something that doesn’t mirror your organization.
Try this About Us web page from Cultivated Wit:
It’s one other instance of showcasing staff and including a biography, as I beforehand steered.
Look again on the photographs in our final instance of BuildFire and evaluate them to the photographs from Cultivated Wit. As you possibly can see, there’s a drastic distinction.
These aren’t typical or what you’d look forward to finding on somebody’s web site. Whereas it’s a bit of bit on the market, it’s completed in good enjoyable. Plus, Cultivated Wit is a comedy firm, so it suits properly with their model.
Images like these might not work nicely for an organization that makes a speciality of retirement investments, but it surely works nicely on this case.
Relying in your trade and branding technique, attempt to have a bit of little bit of enjoyable together with your About Us web page so it’s memorable.
Finish with a name to motion
So an internet site customer bought by means of your whole About Us web page. Now what?
You may’t count on them to navigate over to your ecommerce store and begin shopping for issues. Whereas that will be nice, you’ll want to present them a way of course.
Simply because it’s an About Us web page doesn’t imply you shouldn’t proceed to market your merchandise, providers, and model.
Go forward, pitch no matter you’re promoting. You’ve already bought the customer primed to grow to be a buyer in the event that they’ve made it this far. Finish with a name to motion that seals the deal.
After explaining their background and firm story, that is how the Cali Life Co. generates leads on the backside of the About Us web page:
They soar proper into showcasing their high merchandise. The Cali Life Co. even has a hyperlink to advertise their Instagram web page.
It’s apparent that their common advertising targets are to drive gross sales and enhance their social media presence. So including these two sections to their About Us web page helps them accomplish these targets.
An About web page isn’t nearly your model. It additionally must be about your viewers and how one can clear up their ache factors.
You could deal with their wants and considerations and place your model as a reliable useful resource to allow them to really feel snug doing enterprise with you.
The important thing components of your story ought to embody:
- A killer headline
- A quick again story
- Your values
- Solutions to guests’ three large questions
It’s additionally necessary to customise your About web page in a manner that’s attention-grabbing and that represents your model.
Inform a narrative that retains the reader hooked. Simply be sure to’re talking in phrases everybody can perceive.
Add pictures and as a substitute of simply speaking about your self, present some data and fast bios about your workers.
Ending with a powerful CTA will assist guarantee your new leads get hooked.
By hitting all the fitting notes, you possibly can set up on the spot rapport, construct belief, and encourage guests to browse the remainder of your web site.
When it’s all stated and completed, this may positively impression a number of metrics, reminiscent of rising the typical time spent on web site, decreasing your bounce charge, and enhancing conversions.
Comply with the following tips, and your About web page will begin producing extra enterprise to your firm.