Having an about page on your website is incredibly important – perhaps more important than you realized. When visiting a website for the first time, many people will navigate to your about page to find out who you are, what your site is able, learn about the people behind the website, and to find contact information.
Because it is called an about page, you might think that a potential client visits the page to learn more about you. To some extent this is the case, but the real reason they click the page is to see what you can do for them. Because of this, the about page does need to show who you are and why you’re in business, but it also needs to prompt visitors to read more, contact you, or even make a purchase.
If all that makes you want to revisit the content you have on your about page, you are in the right place. I’ve compiled five things you’ll want to include to make the most of your about page.
1. A Compelling Title
The title of your page in the navigation menu should be “About,” “About Me,” or “About Us.” However, you don’t need to make the main title on the page the same as the navigation menu. Use the title as an opportunity to compel readers to continue pursuing the page.
Think of phrases that capture who you are and what your business can offer people. Draw your visitor into your about page through the title you add to the page.
Even though you want to ensure your reader clearly understands what you do and how your services will meet their needs, be sure to put plenty of personality into your about page. Your about page isn’t a how-to article with step-by-step instructions, and it is not a sales page with benefit-driven bullet points.
This page is YOU.
Be friendly. Be enthusiastic. Show your personality.
3. A Story Line
You may have noticed the trend toward storytelling in business copy recently. The reason for this is the compelling nature of stories. Your website visitors will engage more with you and your brand if they resonate with your story and who you are.
For your story to work, it needs to resonate with your ideal client. They want to see themselves in your story, or see the possibilities for themselves in the products and services you offer.
What story are you telling on your about page, and how can you tell more of your story to further compel your website visitors.
4. Add Images and/or Videos
As you add photos to your about page, consider the image you want to convey to your reader. Choose photos that reflect you and your brand.
Pictures may tell your story at a glance, but video has the power to turn your visit into a fan of you and your work. Video creates a connection with your website visit and makes them feel as it they have met you in person.
Remember that your about page is often a visitors first impression of you and your business. If you make videos to put on your about page, be intentional about creating a high-quality product. Here are a few tips to consider when planning your about page video:
- Keep it short – two or three minutes is ideal
- Make it relevant – the video is not about you, but rather about your client
- Be entertaining – let your personality show
5. Add Bells and Whistles
You could stop after adding pictures and videos to your about page. You’d have a great start and would be communicating well with your ideal client. However, adding a few bells and whistles will make your about page work a little bit harder for you.
Consider adding opt-in forms, contact information, testimonials from satisfied clients, links to related content on your website, and products or services you have for sale. All these additions to your about page will encourage your reader to take action on the information you have given them.
Ready To Update Your About Page?
Remember that your about page is one of the most visited pages on your website. Don’t neglect adding compelling elements to your about page that will keep you readers engaged. Think carefully about your ideal reader, and provide the content they will want to see.
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