Did you know that one of the most visited pages on a site is that site’s about page? Believe or not, customers are as interested in you as you are in them! They want to know who you are, what you’re doing, and what your work ethic is like, and this page is the best place for that information. Maybe you’re on the cusp of creating your site’s first about page or maybe you’re thinking about sprucing yours up for the summer season. Either way, we’ve gathered for you our top 7 ways to improve your company’s about page.
|Update it now. We’re serious. Do it now. Then, after that, update it frequently. Change up the wording and the page design. Drop in updated pictures and videos as you make them. Show off your progress as a businessperson! The bottom line is this: You are not a static person with a static set of skills, and neither is your about page. You wouldn’t introduce yourself in public with outdated information, right? Then don’t do it on your about page.|
Use real photos of your work. If you lean towards using the stock photos or the less appropriate “borrowed” Google Image for your content, don’t do that here. Your about page is supposed to be about you and your products. Stock photos might be fine on another page, but this page is supposed to communicate some kind of truth about you. And you can’t show off the truth of your business with borrowed pictures.
|Keep it professional. First of all, this means you need outside eyes to look at it before you update. Typos happen more often than we like, but they can look downright unprofessional on such an important page. Also, don’t share anything on your about page that you might be embarrassed to show your mom or your boss or your business partners. That means you should keep it clean, avoid diatribes against competitors, and, most important of all, avoid anything that might detract from the seriousness of your business, like emoticons and memes. (Unless, of course, if that’s your business!) But remember to write in your own voice. Being professional doesn’t mean dumping obscure SAT words on the page and hoping it impresses someone. Write the same way you’d pitch your company to a client in person.|
Rely on facts, not empty words. There’s a place for a mastery of adjectives, power verbs, and buzz words. Your about page isn’t it. Stick to the facts and who you really are. Include impressive things like the number of products you manufacture or how many customers you’ve had in the last year. Have you reached a milestone? Is your business over ten years old? Are you the only business in your area that handles your niche market? Those are the kinds of things you should put on your about page. Share the facts that make you and your business awesome, not the hype words.
|Don’t toot your horn too much (or too little). If you’re going on 10,000 word rant on how awesome you are, cut it down. But if you’re wavering between four or five sentences and feeling self-conscious, rethink what you’re doing. You’re trying to let the customer know that your company is the one for their job. It’s not narcissistic to talk about what you do well when it’s to that end. But keep in mind that this is also not your memoir. Save the self-indulgent plugging and pats on the back for your personal blogs, but do strongly advocate for your business.|
Write your page from the point of view of the readers. Believe or not, this page is actually not about you! Instead, it’s about the customers and what value they can find in your company. Think about their needs and directly address them on your about page. What products or services can you provide for them? How do you help them meet their goals? How are you more capable than someone else to offer them goods or services? Keep in mind that one of those needs is a need to know you, so don’t be afraid to share some of your personality.
|Add a call to action. Again, the point of this page is to convince the customers that you’re the company they want to use. But if you’ve succeeded in that, do you have a clear pathway set out for them so they can act on that success? Or do you expect them to go back and navigate your site? If you say yes to the second question, go update your about page. At the very least, this page should include ways for interested customers to contact you or get a better look at your products and services. You should never convince a customer of your worthiness, then leave them in the dust to fend for themselves.|
We’ve talked to you before about logos and good web design, and how both of these things can affect your customer’s first impression of your business. A lot of snap judgements are made about your company in those first few seconds. But with your about page, you finally have a chance to say your piece. Don’t waste it.