Does the idea of writing your “About” page make you feel a bit anxious? If it does, you’re not alone. Many small business owners and entrepreneurs find it challenging to write about themselves. Remember, you don’t need complicated words; just share your story in a warm and genuine way that reflects who you are, so when people meet you, they’ll feel like they already know the person behind the page.
What is an “About” page?
Often the second most visited page, an About page gives customers a quick, human glimpse at who you are and what you do. It can share your story and introduce your team, highlighting the company’s values and culture. This seemingly mundane page carries a lot of weight with your website visitors and prospects seeking to learn more about you.
The layout and content of the page can differ greatly and often depend on personal taste. Although the content should be customized for the business, the most successful pages usually feature a mix of these essential sections, not necessarily all of these or in this order:
- A quick business snapshot. An introduction of what makes you unique, your value proposition, and how you can positively impact your customers’ growth and success.
- A mission or vision. Short and sweet, the why your company exists and what it can do for your customers.
- Your story. A brief history of your business, your goals, and why you love what you do.
- Sprinkle in some kudos or testimonials. Share why your clients love you and also why you enjoyed working with them.
- Photos! Show visitors who you are and some examples of what you do, finished products, and projects you are proud of.
Whatever you choose to do on the page, make it uniquely you! Oh, and add a strong call to action to encourage visitors to engage with you.
What Your “About” Page Really Needs to Do
We’ve discussed what the About page is and shared some ideas on what to include. Now, let’s take a moment to explore its main role and purpose.
Like your website, your About page speaks for you 24/7/365. It reinforces your image with people you meet at business functions, social events, or even at dinner with friends. This page speaks for you and should reflect who you are when you are not there to speak for yourself. It is an opportunity to show your personality in an unforgettable way. Speak directly to your current customers and prospects, explaining who you serve and how your business adds to their success. This is the time to flex your muscles just a little bit, without quite bragging. Think of this page as an employee; what would you tell them to do or say when communicating with your prospects or customers?
I found these statistics from Salesforce.com that actually surprised me a bit and really support these ideas and suggestions.
- Customers who visit your “About Us” page spend 22.5% more than those who don’t.
- 52% of people say that when they land on a website, they want to see the “About Us” page first.
- 31% of people say that a website’s “About Us” page is its most important part.
- 44% of website visitors will leave if there’s no contact information.
- 63% of consumers prefer to buy from brands that have a purpose.
So I think we know what we need to do now (including me). Let’s work on our About page!
Need help telling the world who you are?
Crafting an About page doesn’t need to be stressful. Think of it as talking to a friend or new acquaintance about who you are and what you do. Start with easy bullet points listing the qualities of you and your business that set you apart in your field. I promise, you will not sound boring or self-centered- just confident!
Putting pencil to paper, yes, I still do that, makes it real! If you get stuck or frustrated, schedule a free consultation and let’s find your voice.
Resources: https://www.brilliantdirectories.com/blog/6-modern-trends-for-about-us-pages, Printful.com, Buffer.com, Bigcommerce.com, Salesforce.com
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