Your About page is an essential branding tool for your business that, when well-written, provides an excellent opportunity for you to connect with your target audience. When you focus on shared values and a compatible vision for success, your About page builds trust and piques the interest of potential customers and clients.
By incorporating the five elements below, you’ll be well on your way to seeing your about page contribute positively to your lead generation and sales efforts.
Tell a Story
One of the most effective ways to draw interest in your brand is to tell a story that resonates with your audience. Don’t be afraid to take a more personal tone in communicating the inspiration that led to your business or the goals that continue to push you forward.
Whether your company has been in business for decades or is a fresh, new start-up, the story of how your business came to be is unique. Frame that story around how you provide value to your customers and watch interest in your company continue to grow.
Make it Visual
Don’t rely on a wall of text to tell your story. Instead, look for ways to illustrate what you do and how you do it for people who are unfamiliar with your brand. Images of the products you make, the web apps you’ve designed, the customers you serve, or the people who make your company great increase the appeal of your messaging.
Another tip: Avoid stock photography for employee photos when you’re looking to make a connection. The overly-posed, too-perfect images rarely work to communicate the authenticity of your brand. Instead, highlight photos of your real employees in a way that fits your brand’s image.
Highlight the Customer
While it may be tempting to rattle off a laundry-list of achievements on your About page, don’t forget to include your customers’ perspectives on what makes your company great. Putting the focus on customer reviews, testimonials and case studies will give potential customers and clients exactly the kind of information they are looking for when deciding on whether or not to do business with you.
Social proof is a powerful ally when it comes to turning prospects into buyers. Put it to work for you on your About page and you’ll have an edge over many of your competitors that are entirely company-focused.
Be True to Your Brand
Is your business serious and professional? Fun and quirky? Adventurous and daring? Communicate your company values and vision through not just what you say, but how you say it. A mismatch between how you position your brand and how you communicate through your messaging will lead to friction and lowered trust.
Find ways to show off the unique appeal of your company while still staying consistent with other pages on your site. For example, a financial services company might have a testimonial from a high-profile client along with brief personal biographies of their key members while a toy company might have videos of children playing with the toys they make and a less formal write-up overall. These two styles, although very different, still communicate value and build trust in their respective audiences.
Don’t Forget Your CTA
What do you want people to do after they’ve read your About page? Should they check out a case study, look at a product line up, sign up for your newsletter, or give you a call?
If your About page has done its job successfully, people are going to want to know more about you. Be sure to guide people to the next step in that process through a clear call to action featured prominently on the page.
Taken together, these five factors will transform your About page into a tool you can use to generate more interest, more leads, and more success for your business. If you need help tailoring your messaging to fit your brand, get in touch. Our team of experts is ready to assist you in building your brand through effective design and copy that resonates with your target audience.