Do you want people to visit your About page and say, “Wow! I need to work with them!” Of course you do! That’s why I’m going to let you in on the secrets to creating an amazing About page that really knocks their socks off.
While you might think an About page is all about you and your brand, it’s actually more about your audience. Sure, you’ll share your info, but the real magic happens when you write it to evoke emotion in your target audience. So, first, make sure you know everything you can about your target audience, and then speak directly to them on your About page. Download my Website Success Blueprint for some guidance on documenting your target audience and creating an ideal client avatar (ICA), so you have a clear picture of who you’re writing for.
Now, let’s get started with those secrets!
1. Hook ’em with a Compelling Headline
Start your About page with a headline that’ll make your visitors sit up and take notice. While “About Us” is fine, I guess (yawn), consider whether it’ll really catch your target audience’s attention and make them want to learn more.
Instead, try a powerful statement about your brand or a question that gets your audience thinking. Here are some techniques to create a compelling headline:
- Use action words: Start with verbs that inspire action or emotion.
- Make a bold statement: Say something unexpected or intriguing about your business.
- Ask a thought-provoking question: Engage your readers’ curiosity from the get-go.
- Highlight your unique value proposition: What makes you different? Lead with that.
For example, on my website, pongos.com, the headline for my pongos.com About page is “Behind the Screens at Pongos: Where Passion Meets Purpose.” This immediately tells visitors that Pongos is both passionate and purposeful – two things that resonate with my target audience of small businesses and non-profits.
When crafting your headline, think about:
- What makes your business unique?
- What’s the most important thing you want visitors to know about you?
- What kind of emotion do you want to evoke?
Remember, your headline is your first impression. Make it count!
2. Share Your Mission, Vision, and Values
Your About page is the perfect place to showcase your mission and value statements. These elements give your audience a clear picture of what drives your business and help them connect with your brand on a deeper level. Let’s break down each of these components and see how they can enhance your About page:
Mission Statement
Your mission statement answers the what, how, and why of your business. It’s a concise declaration of your company’s purpose and should inspire both your team and your customers. When crafting your mission statement for your About page, consider these questions:
- What does your company do?
- How do you do it differently or better than others?
- Why does your company exist beyond making money?
For example, the mission statement on the pongos.com About page is “Driven by a deep sense of community, we aim to revolutionize the web development industry by offering WordPress solutions tailored to small businesses and nonprofits while promoting a culture that values work-life balance and amplifies underrepresented voices.”
Value Statement
Your value statement outlines the core principles and beliefs that guide your company’s actions and decisions. It helps your audience understand what you stand for and can be a key factor in building trust and loyalty. When developing your value statement, consider:
- What principles are non-negotiable for your business?
- How do these values influence your day-to-day operations?
- What do you want your company to be known for?
For example, the value statement on the pongos.com About page is “At Pongos Interactive, we value giving back to our communities and elevating underrepresented voices. As a fully distributed company, we believe in the power of a comfortable work-from-home environment and are committed to reasonable timelines and work conditions. We strive for an enjoyable work environment that leaves room for family and personal growth.”
Don’t have these statements yet? Grab my Ultimate Website Content Planner for help creating them and the rest of your website’s content.
3. Tell Your Brand’s Journey
People love a good story, so use your About page to share yours! This is your chance to make your brand more relatable and form a powerful emotional connection with your target audience. Here are some things to keep in mind:
- Start at the Beginning: Begin with the spark that ignited your business. Was it a problem you faced? A gap in the market? A passion project that took off? Whatever it was, share it authentically.
- Highlight Key Milestones: Take your readers on a journey through your business’s growth. Include important dates or events, significant achievements, challenges you’ve overcome, and pivotal moments that shaped your business.
- Show Your Human Side: Don’t be afraid to include personal anecdotes or challenges you’ve faced. This humanizes your brand and makes it more relatable. For instance, on my pongos.com About page, I have a story about how I worked with orangutans, which helped me name the company.
- Connect Your Story to Your Customers: Throughout your narrative, connect your journey to your customers’ needs or experiences. Show how your growth and learning have positioned you to serve them better.
Remember, your brand’s journey is unique. Don’t be afraid to let your personality shine through in how you tell it. A well-crafted story can turn your About page from a simple information source into a powerful tool for building emotional connections with your audience.
4. Introduce Your Team
An About page often includes information about your team, and for good reason. Putting faces to names can significantly humanize your brand and help build trust with your audience. When visitors see the people behind your brand, it creates a personal connection. This can be especially powerful for service-based businesses or B2B companies where relationships are key. Consider including:
- Individual headshots: Professional photos that capture each team member’s personality
- Brief bios: Highlight each person’s role, expertise, experience, and perhaps a fun fact
- Team values: Showcase how your team embodies your company’s values
As your team grows or changes, make sure to update your About page. An outdated team section can make your entire site feel neglected.
By thoughtfully introducing your team on your About page, you’re not just sharing information – you’re building connections and trust with your audience. You’re showing the human side of your business, which can be a powerful factor in a potential customer’s decision to work with you.
Addressing Security Concerns
Some security experts advise against sharing too much team information online. If this is a concern for your business, consider:
- Using first names only
- Providing general role descriptions rather than specific titles
- Using a group photo instead of individual headshots
Remember, the goal is to balance building trust through transparency and maintaining necessary privacy.
5. Highlight Your Tools and Services
Your About page isn’t just about who you are – it’s also an opportunity to showcase what you do and how you do it. Here’s how you can effectively highlight your tools and services:
Explain Your Approach
Use your About page to give insight into your work process or the tools you use. This can help potential clients understand what sets you apart. For example:
- If you’re a designer, mention the software you use and why
- If you’re a consultant, outline your unique methodology
- If you’re a retailer, highlight your sourcing practices
On my pongos.com About page, I include a section about why we use WordPress, focusing on its open-source nature and how that aligns with our values.
Connect Tools and Services to Customer Benefits
When mentioning your tools or services, always tie them back to how they benefit your customers. For instance:
- “We use [Tool X] because it allows us to deliver results to our clients 30% faster.”
- “Our [Service Y] is designed to save you time and reduce stress in your business.”
Provide a Taste, Not the Whole Meal
While it’s great to highlight your services, remember that the About page isn’t a full service listing. Give visitors a taste of what you offer, then direct them to a dedicated Services page for more details.
By thoughtfully highlighting your tools and services on your About page, you’re giving visitors a clear picture of not just who you are but what you can do for them. This can be a powerful way to convert About page visitors into interested leads.
6. Showcase Your Achievements
Your About page is the perfect place to toot your own horn a bit. Showcasing your achievements can build credibility and trust with your audience. Here’s how to do it effectively:
- Awards and Recognition: Use logos of the awards or awarding bodies and briefly explain what each award means for your customers.
- Client Testimonials: Highlight a few testimonials that speak to your core values or unique selling points, and include the client’s name and company (with permission).
- Case Study or Success Story: Include a brief summary of one project or client (not all of them), use before-and-after comparisons, and highlight specific, measurable results you achieved for the client.
- Media Mentions: Link to the articles or interviews to boost your credibility.
While showcasing achievements is important, be careful not to overwhelm your visitors. Choose your most impressive and relevant accomplishments, and consider using design elements to present them in an easily digestible format.
Remember, the goal of highlighting your achievements is not just to impress but to build trust and show potential clients the concrete benefits of working with you. Always tie your achievements back to how they benefit your customers or reflect your company values.
7. Include a Clear Call-to-Action
Don’t leave your visitors hanging after they’ve read your compelling About page. Guide them on what to do next with a clear, compelling call-to-action (CTA). Your CTA should align with your overall business goals and the typical journey of your website visitors. It should also include action-oriented language. Some options include:
- “Work With Us”
- “Sign Up for Our Newsletter”
- “Shop Our Collection”
- “Book a Free Consultation”
- “Learn More About Our Services”
Consider having a primary CTA that stands out, and possibly a secondary CTA for those who might not be ready for the main offer.
8. Keep It Simple and Authentic
When creating your About page, it’s just as important to know what to avoid as it is to know what to include. Here are some tips to keep your About page simple, authentic, and effective:
- Avoid Jargon and Complex Language: Steer clear of industry jargon and complex language that might alienate or confuse your readers.
- Be Authentic: Write in a tone that matches your brand personality, share genuine stories, and don’t be afraid to show some personality or even vulnerability.
- Keep It Concise: If you have a lot of information to share on the About page, you can put a summary or excerpt on there and then link to another page with all of the juicy details.
- Address Your Audience Directly: Use “you” language to speak directly to your readers. This creates a more personal, engaging tone.
- Be Honest: It might be tempting to exaggerate your achievements or capabilities, but honesty is always the best policy. Be proud of what you’ve genuinely accomplished, and be transparent about who you are.
- Consider Your Tone: The tone of your About page should reflect your brand personality and resonate with your audience. A B2B company might opt for a more formal tone, while a business targeting individual consumers or a younger demographic might go for a more conversational style. Whatever you choose, be consistent and authentic.
- Update Regularly: Make sure to review and update your About page regularly to reflect any changes in your team, services, or achievements. Now, excuse me while I go update my own About page!
By keeping your About page simple, authentic, and focused on your audience, you create a powerful tool for building trust and connection with potential customers.
9. Add Visuals to Enhance Engagement
Last but not least, don’t forget to include visuals on your About page. Images and videos can greatly enhance the connection and engagement with your audience. Here’s how to effectively use visuals:
- Team Photos: I know I already wrote about this, but it bears repeating! Include individual headshots and group photos. Invest in high-quality, professional photos as soon as you can. Photo quality can make a huge difference in how visitors perceive your business.
- Behind-the-Scenes Images: Give visitors a peek into your world with photos of your office or workspace, your team at work, or your products being made.
- Infographics: Use infographics to present information in an engaging, easy-to-digest format. This could work well for your company’s timeline, your process, and relevant stats.
- Videos: Consider adding a short video to your About page. This could be a welcome message from the founder, a tour of your facilities, or customer testimonials.
Remember, the visuals you choose should align with your brand identity and the story you’re telling. They should enhance, not distract from, your message.
Ready to Create Your Magnetic About Page?
Now that you’re armed with these secrets, it’s time to craft your own compelling About page. Here are some concrete steps to get you started:
- Brainstorm a compelling outline for your About page
- List key moments in your brand’s journey
- Draft your mission and value statements
- Collect headshots and bios from your team
- Think of a clear, compelling CTA to guide your audience
- Gather or create visuals that enhance your story
- Write your content, focusing on authenticity and your audience’s needs
- Review and refine, ensuring a balance of information and engagement
- Get feedback from team members or trusted customers
Remember, your About page is all about connecting with your audience. So, keep crafting your story, stay true to your brand, and watch as your About page turns visitors into loyal customers!
What element of an About page are you most excited to implement? Share your thoughts in the Website Success Lounge on Facebook.
Get Started With Your Website
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