As expected, most “About” pages do nothing to engage readers and enhance their company’s image.
Say you’ve got fun product page copy and blog posts that are written in a deliberately informal, engaging tone. So why is your “About” page a bland, third-person description that feels like it was auto-generated by a corporate buzzword tool?
No matter what personality you’ve cultivated for your website and your business at large, your “About” page needs to be consistent with these themes in order to maximize flow between pages and prevent cognitive dissonance. If you’ve been going for a fun, conversational style on the rest of your site, be sure this carries through to your corporate description as well.
Include pictures and videos.
People click on “About” pages because they want to know more about the leaders of the companies they work with. They’re desperately seeking a reason to work with you over your competitor, and you’ve got to give it to them on your “About” page.
One easy way to do this is to include pictures and videos. Have your portrait taken by a professional and a short video that goes in depth on your background and qualifications as a company leader are going to be much more effective.
Don’t make it all about you.
Certainly, your “About” page should be used to showcase your positive attributes and those of other members of your company’s leadership team. But keep in mind that your customers didn’t come to your “About” page to read your resume.
What they really want to know is what you have to offer them. They want to know how you’ll solve their problems and how you’ll do that better than the other companies they’re thinking about working with. Address this basic need by turning the bulk of your “About” page’s content into customer-centric paragraphs that take biographical information and frame it in a way that provides clear and obvious benefits to your readers.
Craft content based on your page’s goals.
One mistake that many business owners make with their “About” pages is to see their only purpose as being informational. And while that’s certainly an important consideration, it shouldn’t be the only goal of these powerful pages.
As with any other page on your site, your “About” page should have a goal and more importantly it should have content that encourages this particular action.
Think like a storyteller.
Good storytellers have the amazing ability to captivate an audience from beginning to end. Your “About” page needs to do the same thing!
Once you’ve updated your content, give it a critical eye and ask yourself, “What reason do my visitors have to read through this entire page?” If there’s nothing compelling to keep them engaged from start to finish, revisit your content from the perspective of a storyteller.
Use the tips above to revamp this important page and enjoy the powerful business benefits that follow.