Having a strong about page on your website may be the difference between converting visitors and losing them to the competition. Most about pages are very boring, but they shouldn’t be. This is your story and should be interesting enough to make people want to read it.
If you’re one of the many that has just thrown up an old picture of your staff and a few short lines about the company, you’ve completely neglected your about page. This page can be transformed into one of the most powerful customer engagement tools on your website. It needs to build confidence for visitors and tell them what you stand for.
With the right effort, you can turn your about page into a conversion creator instead of a boring page causing visitors to sigh. Here are some of the most important components you should incorporate into your about page.
Mission or Mission Statement
If you don’t have a mission or a mission statement for your company, that’s an entirely different blog post. Every business needs a mission. You need to know what you’re working for and what your purpose is or you won’t know where you’re headed.
A mission statement is one that will answer the following:
- Who are we?
- Why do we exist as a business?
- Where are we headed?
- What problem do we solve?
Your mission statement should have nothing to do with profits or revenue. Instead, it should define the journey your company is on to improve, help or add value to something. The revenue will come, if you have a strong mission and you follow it.
Your mission statement also communicates to your online audience what you stand for. It tells your audience who you are as a business and why you’re even in business.
Team or Staff
Putting faces with names and a face with your company is incredibly powerful. People like to know there are real humans behind the company and not just automated robots running things. You want to include a picture of your team or staff, along with a brief bio of who they are and what they do.
Were you founded in a dorm room? Did you bootstrap it by starting with nearly no money? What caused your company to be born?
Your company’s story, while it may seem ordinary to you, it has plenty of power with your visitors. It’s important to present you story in a compelling way for customers to learn more about you. If you’re not a skilled writer, give a professional writer the facts about how you started and let them run with it.
You’ll want to include details about key employees, influencers and customers within your story. Anybody that helped shape what your company has become today, put them in the story and thank them along the way.
Clear your about page of all the professional jargon immediately! You want to write as if you were talking to someone about your company and let the personality of your company shine through. Your about page doesn’t need to sound like it’s wearing a three-piece suit, unless that’s your personality.
If you’re a high energy person, use plenty of color and make sure your about page shows this off. It should match the tone of your company, whether casual, professional, high energy, colorful or any other.
Social Media Info
Where else should visitors look for ways to connect with you on social media than your about page? All of your handles should be found here and it should be easy for visitors to connect with you through Facebook, LinkedIn, Twitter, Google+, Pinterest and all other social media sites you use.
You may have a separate page for contact info, but it should also be found on your about page. Make it as easy on your visitors as possible to find your information and get in contact with you as soon as they want. Include your phone number, any online chat options, email forms and even your physical address with a map.
When a visitor really wants to learn about a company, they want reviews from real people. Including reviews on your about page is a powerful way to make it stand out and draw attention. You can do this very easily with the right tools and plugins on your website. It’s even better if you have specific experts in the industry trusting you and willing to put a review on your site.
If you want to make your about page work for you instead of just remaining as a boring page, incorporate all of the above. Your page should tell a story, create trust and give visitors a much better sense of who you and your company are and why you exist.