THE ABOUT PAGE IS THE MOST VISITED PAGE ON ANY WEBSITE
Even a cursory review of industry research shows that the most crucial and most viewed page on any website is the About page. Think about your own web browsing practice; likely one of your first clicks is on the “About Us” tab. And your About page is where your users will spend the most time before making the decision to click through to your services or products – or to leave your site completely.
Your About page is your first impression – and remember the saying about first impressions: you only get one chance. Here are some tips for making that impression positive, meaningful to your audience, and ultimately end in a lead for your business:
- Call it something else. You don’t have to use “About Us” as the title of this section of your website, but the title should still communicate that the page will give your readers the information about you that they’re looking for. Some alternatives: Our Story, Who We Are, Meet the Team, Get to Know Us. Sometimes, depending on your industry, an even more creative or informal title is appropriate.
- Tell your story. Who are your people? How did they get here? What inspires them and drives them? Your story should center around or be driven by the mission and values that your brand stands by. Describe how you have evolved or showcase a pivotal, defining moment in your business’s history.
- Show your story. Pictures – good ones; preferably professional ones – are crucial. Faces (yours and your team’s) will humanize your brand and allow your audience to assemble a more complete, memorable image of who you are.
- Elevate your story. Research has proven, time and time again, that the most engaging medium is video. If your work is especially dynamic or challenging to write about, a well-produced, well-placed video can be the most effective method for showing your audience what you do and what you’re all about.
- Bring in other voices. An About page is a great place to let other people talk about you and your business as well. Offer a particularly detailed testimonial from a client, or ask your employees to contribute with their authentic perspectives on the company.
- Talk to your audience. Ensure you understand who they are. What are they seeking? What do they value? And how does your product or service connect to their specific needs? Speak their language in a way that opens a conversation. If they have questions or want more information, they’ll have the impression you’re approachable and human.
- Give them options for action. Once you’ve properly hooked them with your story and your values, give them somewhere to go. Don’t leave it to your users to make their way back up to your navigation bar and continue to search for what they want; create those opportunities directly in the text of your About page in the form of direct links. All About pages should have an easy “Contact Us” link, as well as links to entry-level products or services (like introductory offers, or basic packages).
By implementing these tips, you’ll effectively tell your business’s story to current and potential customers. The more care and attention you put into your About page sets the tone for how people will see your brand now and in the future. Investing in telling your story can mean the difference between a reader passing through, and a reader becoming a client.
Is your website something you have been ignoring or neglecting? Your website is your digital storefront. Potential customers visit your site, and they make assumptions and judgements about your company before they know you: Make sure your website speaks in your best interest. If you think it’s time to look under the hood, you should give us a call.
The team at Hayman Studio is ready to work with you to get your website working for you. Reach out to Ryan or Melissa, and let’s get started. And if customers aren’t visiting your website, we can help with that too.
Ryan Hayman, President firstname.lastname@example.org
Melissa Beaverson, Account Services Director email@example.com