Whether you sell paper, cleaning products or Internet marketing services, the “About” page on your website is important. Why? When someone is new to your site and wants more information about you or your brand, the “About” page is the first place to go. It’s one of the most popular pages on your site. It keeps receiving traffic from curious visitors, day after day, year after year. That’s precisely why, if you’re not optimizing your “About” page for conversions, you’re missing a gold mine of opportunity.
If the answer to either of the above questions is no, it’s time to rework your “About” page. Where should you start? To help answer that question,
— and what to do about them:
Who are you, what do you offer and why should anyone care? Your “About” page is a great place to share the story of your brand in a simple, interesting way that draws readers to you. Especially since most people who come to your page are looking for this information, you want to fulfill the expectation and give them answers.
Give new followers a reason to trust you by incorporating credibility elements into your “About” page. What are credibility elements? Some examples include a brief description of who you are and what you offer, certifications, memberships, testimonials, mentioning big brands you’ve worked with, etc. Essentially, you want to include information that acts as social proof, communicating to readers that they can trust you.
An “About” page without images is boring and less compelling than it could be. A picture is worth a thousand words, as they say, and people process images much faster than they process text. On your “About” page, incorporate aesthetically pleasing, relevant images that add interest and credibility to your brand.
The “About” page is a great place to draw readers deeper into your content. If you’re not linking to any internal pages of your site, however, you’re missing the chance. You want to invite visitors to click links for more information and send them to landing pages catered to specific interests. This gives you another chance to convert them into customers.
The moment when someone clicks over to your “About” page to learn more about your business is the perfect moment to convert him or her. How? After telling the reader about your business and what it offers, you need a clear, compelling call to action. Whether you ask visitors to subscribe to your mailing list, follow you on social media, call for a consultation or fill out a contact form, make it clear and easy to complete a specific task. This is how you’ll turn your “About” page into a powerful business tool.
Do any of these mistakes sound familiar? Are you making any of these common errors in the way you present your brand on your “About” page? If so, it’s time to rework your page and optimize it for better results. With a little strategy, your “About” page can become one of the most powerful parts of your site.
Shanna Mallon is a copywriter for Straight North, a Chicago-based web design firm providing specialized SEO, web development and other online marketing services. She’s been a freelance writer since 2007.
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