One of the most frequently visited pages on your website is your about page! It’s usually the page visited right after the home page or the page users land on. It’s where interested people go to find out more about you and your business to see if things ‘click’.
Many small businesses dismiss the importance of their about page, therefore missing out on a huge opportunity to convert website lurkers to leads and sales.
The about page offers the chance to create that all-important relationship with potential clients. It’s a valuable opportunity to create trust with people because you can show them the essence of who you are, your values and your personality. If people resonate with who you are, and what your business stands for, they are far more likely to want to work with you.
Here’s some fun information I found out on about pages from researchers at Neilson Norman Group:
- The use of about pages is on an upward trend. People visit about pages now more than ever.
- Unfortunately, around 20% of about pages don’t actually state clearly what the business does.
- Overall user satisfaction on about pages is dropping – meaning intrigued people are losing interest in a business after going to the about page. This because the key relationship builder on a website is the about page. If it doesn’t meet expectations, they close out.
The evidence is clear as far as prospects go: If they lose interest in your about page, you lose sales in your business.
What should you include on an about page to increase sales?
The truth is, there are no hard and fast rules here because each business and each person are so uniquely different. However, there are some tips you can implement to be sure you make the most of your about page content, regardless of how you format and organize it.
1. DON’T REPEAT YOUR LANDING PAGE.
It can be really difficult to understand how to split the content between these two pages, however, they shouldn’t sound the same. Think of your landing page as the place to tease yourself, your services, and your content such as blog posts.
In contrast, think of the about page as going deep into WHO you are, the essence of your business and WHY you do what you do.
2. INCLUDE PHOTOS OF YOURSELF.
This can be really fun. And it’s not optional! You must include pictures of yourself!
Pro-photos are nice to have, but not necessary. You can have fun here adding photos that reflect your personality. Pics with your family, your pets, in a photo booth…whatever screams “you” will draw your people in like magnets.
3. INCLUDE YOUR PERSONAL BIO.
Stay away from the traditional, boring, stuffiness of bios-past. No matter how large or small the business, people want to know the woman behind the logo. You need a bio that shines a light on who you are at the core, not just professionally, but personally. Don’t be afraid to get real here.
Not sure how to connect well with your audience? Take the Energetic Marketing Type Quiz and learn how to market yourself better based on your unique characteristics.
4. BE YOU. ADD YOUR PERSONALITY.
Of all the pages, about pages allow for the most creative fun in the copy. Don’t be shy to bring your essence to this page by using funny words or phrases, personal stories or even video to capture your truest self.
5. PROVOKE EMOTION.
There are lots of ways you can connect with your ideal people by creating an emotional connection.
- Tell people what problems you can help them solve,
- Share what others have said about how you’ve changed or helped them,
- Share your personal story of triumph or tribulation and how that makes you the perfect person to help them.
Consider your audience here and what will create emotion that will provoke them to ‘just know’ they want to work with you. And make sure you make it easy for them to find out how by including a call to action!
Creating an about page with the intention of garnering trust and relationships will earn this page a gold star for converting visitors to clients on your website. Don’t underestimate the importance of your about page and watch your sales soar!
If you want to improve your content even more you can take the Energetic Marketing Type Quiz and learn how to market your business more easily and effectively using the principles of your unique type.