The about page is in the top 3 pages visited by unique website visitors.
I arrive on a website I’ve never been to before. What’s the first thing I do? I read the headline text on the home page, do a quick assessment of the graphics and user interface which lets me know if the company is outdated, then finally (if I haven’t already abandoned the site) I look for the about section.
The about section should include the big questions:
- What product or service do you provide?
- Why are you providing it? What gap in the market did you notice? What problem are you trying to solve for your customers?
- How are you doing it?
- Who are you?
The about page is sometimes the first or second page your visitor will view on your site.
How to make a sales tool out of your about page
- Make your about page easily accessible above the fold.
- It should show your picture, humanistic features and beaming passion so you can connect with your target market the second they land on the page.
- It should tell a story about how you managed to evolve your passion into a product or service.
- It should include all the benefits of what you’re doing.
- It gives you a chance to speak freely. No industry jargon. Pure prose.
- It lets you target your customers by including specific links to products and services that are particularly related to their pain points.
- It lets you provide social proof and testimonials that show you mean business.
- It provides you a concise platform to let your customers know how you will solve their problems.
Are you taking advantage of all the opportunities to turn your about page into a sales tool?