An about page is often one of the most visited pages on a business website. It is also the least updated page on a business website. Don’t let your about page be the reason visitors leave your website, instead try to utilize it to help persuade and convert.
About Page Challenge: Update your about page right now!
1. Answer Who, What and Why
Visitors look at an about page to find out who you are, what you do and why they need/want you. Be sure your about page addresses these questions. In answering these questions it can be helpful to link to relevant blog posts that help the visitor dive into more detail.
2. Remind Them People Run Your Business
An about page is a great place to highlight the skills and expertise of your executive team and employees. Be sure to use professional photos of the people you are highlighting to bring a face to a name. It’s also a good idea to include Twitter usernames (Why Twitter?) to enhance accessibility. Your customers should know who you are and be able to talk to you!
“All things being equal, people will do business with, and refer business to, those people they know, like and trust.”
~ Bob Burg
3. Search Engine Optimization
Due to the traffic your about page will receive relative to the rest of your site the about page can often perform very well in search engine results. This means you should be aware of and intentionally design your about page content to relate to keywords your business is targeting. SEO Tips
At the very least your about page should reflect your value proposition, current events and activities. An about page that says you are working on a project that was completed three years ago will definitely hurt your brand image.
What are your about page strategies? Share them with us in the comments.
