When someone visits your website’s about page, it’s because they want to know more about your company. It could be that they’re interested in how you started or what you do exactly; whatever the case may be, you want to make sure you’re able to answer their most pressing questions and tell them a bit about who you are.
You want your about page to build a rapport between you and your audience. When done correctly, it can gain the trust of your visitors and encourage them to convert on your website. It’s the gateway to the answers users have about your business so that they’re more inclined to move down the conversion funnel.
It’s important not to underestimate the importance of creating a fully optimized about page for your website. It can be the difference between a user clicking through to more content on your site or hitting the exit button.
If your goal is to create an about page that’ll impress visitors, here are five ways to get started.
Make it about your audience
Although your About Page is about your business and what it does, keep in mind it’s ultimately about the visitor. It may sound counterproductive at first, but what your about page aims to do is tell users how your products and services can serve them better. It’s hard to get that message across when the only thing you talk about is yourself and your business.
Explain how your business can make life simpler or more interesting because of the products and content you have to offer. Use exact numbers and figures from your data to exemplify how you cater to your target market as this is direct evidence of your success. This information will encourage visitors to check you out further and trust your brand.
OptinMonster does a good job of explaining who they are as a company while showcasing real data that boasts their success with customers.
State your mission and values
When you start a business, it’s important you have a clear set of values and a mission statement to go by whenever you need to remember why you do what you do. It’s essential and looks professional to share that mission with visitors so they can join you in your vision and reach your goals with the right audience behind you.
A mission statement is an action-oriented statement that visualizes company values and shows what the company’s long-term goals are. It usually includes a description of your business, what it does, and how it strives to meet its objectives. In some cases, they may change as goals are met and new ones are made, but it’s normal for them to stay the same.
Amazon has had the same mission statement since its launch in 1995:
Your mission statement tells visitors why they should care about your brand and not another one in the same industry. It sets you apart from the rest of the competition and shows that your brand has values it pursues and sticks by. That’s an attractive quality for any business and it’ll encourage visitors to stick around on your site.
Include client testimonials
The first step to turning users into converting visitors is by gaining their trust. Without this, it’ll be next to impossible to encourage anyone to sign up for your email list or make a purchase. Very few people visit a website for the first time and take immediate action. You need to prove your worth to your audience if you’re going to get action out of them.
A great way to build trust and a reputation for your brand is by showcasing real client testimonials. When you hear about a business you’ve never tried out before, it’s normal to look up reviews and see what others who tested out the product had to say.
Testimonials are the same in that they give information to viewers about how your business helped them succeed in some way and why they recommend you to others. Don’t be afraid to ask happy clients and customers for testimonials about why they love your products and services.
Conclusion
It’s important not to overlook your website’s about page if you plan on skyrocketing your business and growing its following. Too many website owners neglect their about page or create them without knowing how to craft them effectively, and this is costing them subscribers and new customers. People want to feel a connection before they optin to your brand offers, and that’s difficult to do when they don’t know how your business is going to cater to their needs. Crafting the perfect about page is about focusing on your customers and answering their questions. How will you create an about page that sells?
Syed Balkhi
Syed Balkhi is an award-winning entrepreneur and online marketing expert. He is the co-founder of WPBeginner, OptinMonster, WPForms, andMonsterInsights.
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