Did you know that for most websites, the About page is the second most visited page, after the homepage? That surprises most people, but if you think about it, we all want to know who is behind the company we’re researching.
Are they trustworthy? Experienced? Even likeable?
For lots of us, our About page is almost an afterthought. We put up an old photo, a brief paragraph that summarises our career or our company’s mission and goals, and leave it at that. In fact, the About page provides a great opportunity to turn our website’s viewers into interested clients.
Here are a few ways you can improve your page and build your credibility:
Put a real photo on it
A proper, current photo of you/your team. People like seeing who they will be dealing with. It doesn’t have to be a stunning studio headshot, just a genuine picture.
Tell people why you do what you do
This can be just a few sentences on why you started – not your full life history or CV. What were you doing before you started your business? Was there something that you realised or learned that made you decide you’d start your company?
Talk about your skills or what your company does differently
Again, not a resume. But if you have some testimonials, some clients you’ve worked with, some skills that people are looking for, write about them (briefly!)
Show some personality
Your About page is a great opportunity to let people learn a bit about you or your company’s personality (within reason!) Try to sound like yourself, not everyone else on the planet. If your copy reads like it was written by the marketing department or by AI, you lose an opportunity to be relatable and trustworthy.
Skip the wall of text
Nobody wants to read an essay about your company. Keep things brief and to the point.
Make sure it’s up to date
It’s very common to include phrases like “10 years in business”, or “5 years ago”. Make sure these are actually accurate. For the same reason, avoid “last year” or “two years ago” phrases.
Always include a call to action.
So they have read your page, they are enthused and inspired. Now what? Always finish with something they can do next. A phone number, a “get in touch” link, something. Don’t let people land here, get interested, and then hit a dead end.
Want help with your About page? Get in touch and let’s talk about how we can improve yours!
