An about page is an essential part of any website. When done right, it relates to your customers, answers their questions and shows them that you have what it takes to solve their problems. Today, we’ll go over some do’s and don’ts for your about page.
DO share your story
People want to know about you, your background and why you decided to start your business. When people can relate to you, they’ll want to buy from you. Connect with your customers by being conversational and showing your personality.
DON’T write a novel
People don’t have time to read long stories or endless details, so keep it short and sweet. People simply want to know who you are and what you can do for them. They don’t need, or want, to know every detail.
DO speak to your audience
Your about page still needs to speak to your ideal client. YOUR story is also THEIR story. Let them know you understand their struggles and why you’re the perfect person for the job. If people feel like you “get it”, they’ll want to buy from you.
DON’T use “fluff” language
Words and phrases like “revolutionary” or “cutting edge” mean nothing and may actually hurt your credibility. Drop the fluff and get to the point.
DO show proof
People don’t want to just hear how great you are, they want to see it. Your about page is a perfect place to show proof that you have what it takes. Listing awards, accolades or raving customer testimonials gives proof that you know what you’re doing and ups your credibility.
DON’T forget calls to action
Make sure people know what the next step is by having a clear call to action on your about page. Whether it’s emailing you, scheduling a call, or learning about pricing, tell your customers what they should do after reading the page.
Webpages aren’t set in stone. Review your about page (as well as other pages) regularly to see if you can make any improvements. The main goal of your about page is to show your personality and tell customers why they should work with you.