When deciding what information to put on your company’s website, you probably spend a lot of time inputting products, writing sales copy, and creating a blog. However, many organizations don’t put enough time into one of the most valuable pages on the entire website – the About page. Today, we’ll talk about how to make an About page that tells a story and converts visitors into leads.
What an About Page Should Include
About pages can be a lot of things, but there are a few key questions to answer when creating one:
- How and why was your company started?
- What separates you from your competition?
- What are your company’s brand values?
These are some of the main questions visitors want answered when going to your About page. They want to know if your beliefs line up with their own and why they should choose your company over another option.
Tell the Brand’s Story
You can’t talk about your brand without telling a story, now can you? A story can help your potentially-faceless brand connect with customers. It shows the human side of your company. Story appeals to emotion and connects with people much better than just facts and figures.
Make sure to keep your story short and to the point. Customers want to know who you are, but they don’t want to have to read a novel to do it.
Share What Makes You Unique
Don’t be vague with your About page. Focus on what makes the company different than other brands that provide the same service. Here are examples of differentiators that may set you apart from the competition:
- Providing competitive wages or special employee benefits
- Donating to charities
- Earning awards, accolades, or certifications
- Offering products or services in a new and exciting way
Use a Call to Action
Many website visitors will go to your About page to learn more about your company before making a purchasing decision. It’s important to have a clear call to action.
What should a visitor do after reading your About page? You don’t want them to hit the bottom of the page and not know where to go from there. Directing them back to your store or a special offer creates a better user experience and may result in more conversions.
Talk About the People in Your Company
Companies by their nature are faceless entities. Therefore, an About page should humanize your organization by putting your awesome team on display. If it’s on-brand, you could have goofy photos that show the personality of your team members – anything to provide an insight into the personality and humanity of your company!
What Not to Put in an About Page
While an About page should include information about your company, there are a few key things to leave out: Namely, sales pitches.
Visitors click this page to learn about your organization. Sales pitches in this section can detract from the larger story your company has to share. On the other hand, well-crafted brand copy can help push on-the-fence customers to make a purchase. Focus on your history and why you make your products, rather than putting the spotlight on the products themselves.
You should also leave out any buzzwords and over-hyped language. You want to connect with your customers, not make them feel like you’re hawking snake oil or trying to mislead them.
The About page should give insight about why your company exists and why you’re the best. Honesty is important, as is emotion. Above all, create an About page that will keep your brand top-of-mind with anyone who reads it!