Your About page is one of the most read pages on a website. Really!
Experts agree that the About Page can make or break a website. WOW! It sounds like it is a very important page!!
When I don’t know someone, but am interested in their products, go to to their About Page. It is my way of getting to know them; seeing if they really know their stuff; or checking out how long they have been in business. Since we can’t (easily) have a conversation with our “merchant:, this is a way to get a bit more familiar.
So, what makes for a good about page? First, even though it is an About page, the reader what to know what is in it for them! Sure, you want to share your story, but then how does your story help the visitor to your site. But just like when you approach a potential customer or buyer, you need to sell yourself first.
Here is a list of question, compiled by my Golden Words friend, Mckenna Hallett’s, Tips for an About Page that “does no harm”;
Whatever you are selling you need to sell me now….
Be it clothes, art, web design, printing services, a restaurant or food truck, a local charity or whatever – you need to sell me on the About Page. It is the only logical place to share your qualifications and provide assurances. It’s where you create a sense of value for your service, product, or organization and explain why you are the best choice.
Don’t get trapped: they don’t want to know about YOU. They want to know what you can do for THEM. The best way to sell to a total stranger is to answer (at least) these questions:
- Do you have any awards, degrees, affiliations, or other accolades? You want them to think, “Wow, this person/business is qualified!”
- Do you have a special approach, something your competitors are not willing to do, or something you do that no one else can do?
- What is it about your service or product that is special?
- Are you the Oldest, Newest, Local (small and trusted), Global (large and trusted) in your industry or niche? What makes you the better choice against your competitors?
- Why would they want to work with you? Are you passionate about service? Do you pride yourself on details that matter? What’s your reputation?
- How long have you been in business? NOTE: If you just started, you might leave this out of your statements for now.
- Can you provide referrals from real people who really love what you have provided for them? Even ONE is helpful.
- Do you have reviews on Yelp or similar review sites? Make that known! Share your ratings.
- Do you have a portfolio or gallery section that you can link to that shows your workmanship or case studies?
- Do you have links to your shipping/returns/privacy or other relevant policies to help them feel secure about your business?
- What can you say that will make them pick up the phone or click on the “Buy Now” button?
When you are ready to write (or rewrite) your About page, start by answering as many of these questions as you can. Beginning with Mckenna questions will give you an excellent start for your About page.