Have you ever looked at your own website only to discover your “About” page is hidden on your home page or worse yet, buried even further?
What most people don’t know is that your About page is one of the most important pages on your site. I’m sure when you’re doing research on whether or not to do business with a company, you find yourself looking to see who is behind the company, where they are located and maybe even how long they’ve been in business.
So what’s on your about page? Hopefully, you use it for important things like your history, a timeline, awards, where you’ve got offices and most importantly, let your personality shine through. It’s also a great place to highlight why you do what you do and a great opportunity to tell your story.
So here are three things to consider about your own about page.
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1. Let Your Personality Shine Through
If your about page is full of old links with not much copy, you need to take another look at it immediately, because you could be missing a huge opportunity to show who you really are and what makes your business special.
One way to structure your about page might be to section your page by sections like:
- Our Story
- Press, and
Give highlights in each section before you link off to a page that focuses on that section, especially if you have a lot of content for each.
If you’ve got a story to tell, go ahead and tell the world! Many times people start businesses because of a problem they had that no one was solving. If that’s the case, you’ve got a great story about the passion and solution that inspired behind your company. Tell the story about who started the company and why it connects you even closer to your customers.
Also, pay attention to your voice and tone; if you’re a "fun" company, stay away from getting too corporate sounding, as you might turn your target customer off.
Zappos is known for being fun and a little off-the-cuff and their "about us" section reinforces this; it shows their culture and the way they approach their work, and connects them to their millions of customers. You can even "Meet the Monkies" who run Zappos. GoPro does their About Us with a letter from the CEO and (of course) a video of the "story."
2. “Send a Search Party Out For My About Us Page!"
At any company that I’ve been a part of, the about section is usually within the top ten most visited pages. So don’t bury the "About Us" link at the very bottom of a long scrolling website in 4 point type. If you have room and are proud of it, put it in the main navigation on your site.
You’ll also want to include your contact information on this page, as people often go to the about section for this information. If you do have a contact page, link to it from this page.
Remember to include your important brand keywords in your copy, and link those keywords to other pages on your site where it makes sense. Since it is a highly trafficked page, search engines like it when you link within your own domain—it gives you a boost when it comes to search rankings.
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3. A Business is Run By People, Show Them Off
People like to do business with people, not companies, and they like to know a bit about who they are. If it makes sense for your business, break out of the standard headshot and have a bit of fun with the pictures and the bios.
If you’re a bunch of folks who like to volunteer, show a photo of the team in action. If you like to have fun, do so with your site—show off every member of the team doing what they like to do with a cheeky bio. Plus, when you put team members on your site it shows you are proud to have them as part of the team. Similarly, they’ll be proud to be a part of the team and be happy you show them on the site.
An awesome pet care business in San Francisco called Pet Camp not only posted their story, but they also post photos of their staff and camp counselors on their About page, but also their "star campers," too.
The bottom line is that people want to work with businesses they trust and are comfortable with. Use these tips and show them who you really are!
Have you visited your company About page lately? Maybe it’s time for an update.