What's the point of an About page? Do you actually need one? After all, shouldn't your website be customer-centric, not the other way around? Yes, of course, your customers' needs must come first. And that's why your About page is important. You see, your customers want to know who they're dealing with, particularly when making high-risk/value purchases.
In this post I explain why you need to include an About page on your website. I also throw in a few tips on how to write one. If you find this useful please share. Also, please leave your comments at the end.
What does an About page do?
An About page helps establish trust. Not long ago, most business was conducted face to face. We made eye contact; conversation and could get the feel for the "cut of one's jib." This doesn't happen as much anymore. And let's face it, it's pretty easy to launch a website and call yourself a "business." Are you a wolf dressed up in a three-piece suit? How are your customers to know? So, your About page helps to show customers you're honest; up to the job and reveals a little about your business and the people in it.
Your brand and personality is intertwined. So, your About page helps reinforce your brand by the tone of voice used and the information revealed about your business and people.
You might look at it like this: You make your sales pitch on your Home page. Then, you get down to business and push for a sale on your Products or Services pages. Your About page is like chatting with your clients over coffee.
Things to include in an About page
- History — a brief history of your business is useful. Tell it like a story; people like stories. Tell visitors why you started, what you've achieved and where you stand today. You could also reveal your goals for the future.
- Mission statement — don't confuse this with a slogan. The purpose of your mission statement is to explain the reason for your existence; your overall goal. If you're going to include a mission statement, make it good. A trite, pretentious and overblown mission statement will do more harm than good.
- The team — this is where you profile your people. People like dealing with people, so this is an important part of your About page. Team profiles should include qualifications, achievements and a little bit about their personal lives — hobbies and interests, etc. Don't get too personal. It's often a good idea for your staff to write their own profiles just as long as they are edited for consistency and professionalism.
The position of your About page
Position your About page just before your Contact page — second to last in your site's navigation. This shows that your clients come first. Placing it immediately after your Home page makes you look like the guy at a party who talks only about himself. You don't want to be that guy.
Re-emphasise your selling points
Your About page is not a sales page. However, that doesn't mean you shouldn't re-emphasise your key selling points in a non-salesy way.
Your About page is also not a navigational page. Navigating visitors to other parts of your website is a primary role of your Home page. However, your About page still needs a navigational element. So, for example, when discussing your products or services, include a link to the relevant page.
Call to action
Most of your pages, including your About page, should have a call to action. So, what do you want visitors to do? Whatever it is, tell them clearly.
What do you think? Is an About page important to you? Tell me. If you found this post useful please share.