If you are stuck wondering what is an about page, the more important question you should be focusing on is actually what it is not. For example, an about page is not the place to share your life’s story. Whether you are an individual or a team of individuals, the About page should not be the place you share the company’s history (yes, even if it is incredibly interesting). Rather than launching a potentially lengthy backstory of how your business grew its roots on the page where first impressions really matter, we recommend picking the most relevant information that enhances your brand image and save the rest for a blog post!
Needless to say, if you are hoping to build brand loyalty in 2019 then you are going to want to designate a place to where a potential consumer can actually get to know your brand. And while it is an “About Me” or “About Us” page, we want you to keep in mind that the best about pages are really about the reader. The purpose that you want this part of your website to serve as a point of reference for your audience to determine just how you will meet their needs compared to the competition.
So what makes a great about page?
An impressive about page really boils down to these ingredients:
Hook Them In
Kick your about page off with something interesting and unique to your brand or industry. This can be in the form of a header or simply the first sentence, you just want it to pique your reader’s interest. This is where most will gather their first impressions so this is a key part of your page where you want to detail out who you are, what you do, and why you do it in a brief and clear manner.
Feel Free to Brag a Little
This is the place where most come to get to know a little more about the company and what you have to offer. You will want to give yourself a pat on the back with your accomplishments but still be able to relate to your target audience. Think about what it is about your expertise that really connects with your customer’s biggest concern, such as what use to keep you up at night before your product or services entered the picture.
And if you really want to nail that first impression, share a bit about how you are able to help xyz that has been keeping your reader up at night. While you don’t want to go into full detail, this is a good opportunity to really set you apart from your competition.
Don’t Forget Those Testimonials
We always say don’t take our word for it because really the words of others really speak volumes. You already told them who you are and how you can help, but adding some testimonials really helps paint a clear picture of what you have to offer. It shows the reader that you deliver and at the end of the day results are really what matters.
Building trust is important and adding images of you along with your team is one of the best ways to do so. It creates a friendly face for the audience to refer to as they are scrolling through your website. A photograph also reminds the reader that you are human and not just words on a webpage.
Call to Action
Along with sharing who you are and what you do, you also want to direct your audience to take sort of action. Whether it is to shop around your different product offering or learn more about your services, think about what action the reader should take next in order to fully benefit from your website. Then create a space on your about page where you invite them to take that action.
And your call to action could even be to simply get in touch with you! An effective about page should give the visitor options to connect with you to gather more information or utilize your services.
Now while that is a lot of information to process, an about page should be fairly simple for you to structure. You already know all of the information you need to create an incredibly effective about. Who you are, what your business is all about, who your target audience is, why you do it…seriously you know all of it! So if you take your time to put it together, you are sure to end up with a clear and transparent about page that will make an incredible first impression on your website’s visitors.
Still feeling a bit overwhelmed? Our professional Hawaii marketing team would be more than happy to sit down and talk story with you to help craft a great about page and more!