Why you might be messing up your about page
Hey everyone!
This week I want to talk about what should go on your companies ‘about’ page:
- Why this page is important
- Common mistakes
- What to include on the website
The reason for this is, since it’s not as critical as the homepage it gets neglected. But once you understand it’s role, then you can use it to move your ideal customer along the buyers journey.
Let’s get started!
Who even cares about the ‘About’ page?
In order to move your buyer closer to purchasing your service, you first need to understand the role this page plays in your website.
Let me start by saying—the ‘about’ page is not as critical as the homepage.
(Note: If your homepage needs work, check out my Website Funnel Framework where I break this down with a template you can use).
The ‘about’ page plays a key role in connecting with your ideal customer. There are always going to be other businesses who solve the same problem as you. But your ‘about’ page will showcase how your mission and vision are unique.
You want to view your ‘about’ page as a stepping stone between your ideal client seeing you as A solution to seeing you as the ONLY solution.
It should nudge them along the buyers journey to feel more connected with you.
Your call to actions on this page will direct your visitor to read more about your services or contact you.
Most business websites botch this page (don’t be like them)
There are a list of common mistakes that you will want to avoid.
Making these mistakes leaves your customer feeling disconnected with your brand and ready to move onto someone else.
- Talking too much about your business. Yes, it’s called an ‘about’ page. This does not mean you spend the whole time talking about your companies origin and how you got started. If you have a company story, keep it brief. Nobody reads websites, they skim them.
- Making no connection to your ideal customer. Your story, mission, and vision all should point to your ideal customer. If you don’t connect those dots, you will leave them feeling like all you care about is yourself.
- Including large paragraphs of text. I see this all the time, and it’s hurting your chance of conversions. I know I sound like a broken record, but nobody wants to spend that much time learning about your business. Keep sentences short and break up large paragraphs with line breaks.
- Not spending enough time on the headlines. The headlines on your website get read way more than anything else. Focus your attention here and give the reader a reason to read more. If you neglect this, no one will read your content.
What needs to go on my ‘about page then?
There are a few key components that must go on your ‘about’ page for it to be effective. Here is what I recommend. (You can definitely have more, but here is a good start)
- Credibility. Use this section to reiterate your credibility and how you are qualified to solve your ideal customer’s problem.
- Mission. Talk about your mission as a company and set this up in a way that highlights how you help your ideal customer.
- Vision. This gives people a reason to stand by you for the long haul. People buy with their hearts, not their heads. If you believe in the same thing they do, they are more likely to buy.
- Call to action. Tell your visitor where to go next. This is key for the about page as it can be a page people will drop off of your website. Call to actions from the ‘about’ page should direct people to contact you or read more about your services.
That’s it!
As always, thanks for reading.
