I’m introduced to new Web sites every day. A friend will send me an article to read or someone will post an interesting link on Twitter and I’ll click through. And after I’m done reading the information I was sent there for, my next click is on the About page. Your About page serves many purposes. It gives visitors important information about you, it’s a trust agent, it introduces them to your site and your company and it’s what differentiates you from all the other companies “like you” on the Web.
If a site has a weak About page (or they don’t have one at all), I’m probably not going to come back. If it’s compelling, well, they may just have a friend for life. And I’m not alone in that!
Your About page is what allows people to get to know you. It’s your introduction and their chance to look behind the curtain to see what lies beneath. You wouldn’t go to a party and stand around not introducing yourself, so why commit the same act on your site? Don’t forget your About page.
When you’re coming up with your About page, there are a few things you’ll want to include:
- Your photo: If you’re comfortable putting your person online (and with social media it’s becoming harder NOT to be), consider adding a photo to your about page. Doing so goes a long way to humanize your company and shows customers that there really is someone behind the site. When a customer sees your face, it sparks something in them. They remember you better, you become a real person, and they’re more willing to do business with you.
- Your expertise: You don’t need to post your high school and college transcripts, but do give a few sentence of background that tells people why it is you’re qualified to do what you do. How long has your company been in business? Where did you learn your skill? How do you help people? How d you stay up to date and current? Why are you doing what you do? Help them learn a bit about you and get comfortable with the idea of trusting you.
- What your site is about: Once you’ve given them a brief background on what you’re about, tell them what your site is about. Giving them basic information about your site or links to popular pages helps them to figure out what your purpose is. It gives them a reason to care and become invested in you. Your About page should give them enough information to make them want to dig deeper into your Web site. Pique their interest.
- Your contact information: Though you probably have this elsewhere on your site (like your Contact page, for example), make sure you include an email address, Twitter handle or phone number so that someone can get in touch with you should they need it. A lot of customers will search for that information here rather than look for it on a dedicated page. Just make it easier on them.
- Your personality: Your About page should look, feel and sound like you. If you’re funny, show people that you’re funny. If you’re professional all the time, then represent that. If you’re goofy and laid back, then make sure your About page gives off that feeling. Your About page is a chance to let your hair down and help readers/customers get an idea of what you’re all about and what they can expect going forward with you. Use this space to give them something to go on.
Your About page is one of the most important elements of your Web site. It’s your introduction to your customers and often one of their first points of contact with you. Make sure you’re doing it justice and tell your story.