Online Marketing

Marc Takeuchi Posted by Marc Takeuchi on March 24, 2015

Your About Page: What Should You Include?

Your About Page: What Should You Include?

Your About Page: What Should You Include?

An about page communicates not just what you do, but who you are.

About pages are somewhat of a necessarily even for most businesses. Every business website should have this page, but what should it include? Err on the side of brevity, and you leave readers guessing about whether they trust your business, what level of experience you have or if they should just keep looking. About pages are awkward because talking about yourself is awkward. But viewed in the light of a necessary part of doing business, it gets a little easier. Follow this guide to create a personable “About” page that builds trust, brand and new business.

Your About Page Matters

You may not realize that the about page is one of the most frequented on any website. When visitors arrive at your site, they want to know a little more about you before clicking that contact form. Ideally, your front page has already informed the potential customer that you offer the service they need. But they’ll have questions like:

  • Will this business be easy to work with?
  • Does this business have the experience or expertise I need?
  • Who are these people?

This is just a small sampling, but you get the idea. People want to know more. It’s your job to provide that extra information. But in doing so, don’t miss the opportunity to promote your brand and to strike a personal connection. You’ll want to both address the needs that brought the visitor to your site in the first place and the ways in which you can fill those needs as well.

Start with the Visitor

Right away, you want to focus on the needs of the visitor. Include a statement that recognizes the problems they face and the ways in which your business solves them. Then move on to the factors behind what motivates you to offer this service by telling your story. By telling your story, you offer an engaging connection that also provides evidence of your passion and a basis for trusting that you know what you’re doing.

Getting Personal

Visitors often want more than information about the company itself, however. They want to know who they’ll be dealing with. The best way convey that information is to show the faces of the staff that will help the visitor when they contact you. Tell the personal stories of staff and explain why they are passionate about what they do. People want to see representatives who will care about doing a good job. After a few lines that show the human side, be careful to include qualifications, because they matter too. 

Overcoming Problems with the Personal Story

One aspect of telling a personal story that gives pause is the problem of a negative history. Many of us are driven by negative experiences that led us in a positive direction. Understand that you can tell the story to be personable, but without getting personal. By generalizing the negative aspects, you can show what makes you passionate about your job without digging up a lot of dirt.

Add Customer Raves

You’re about page should also give the reader insight into what others say about you. Some short, commendable quotes from customers add to a sense of trustworthiness and competence. Also make note of any award your business has received and if you have them, include photos of you and existing customers. All of this pulls together the image of you as personable and professional individuals who have the answers to the visitor’s problems.

Get help crafting the perfect about page from efelle creative.

Efelle creative’s professional web design staff will help you put together a page that represents who you are in a way that resonates with visitors and encourages them to take that extra step and contact you. Call us at 206.384.4909 or use our online contact form to arrange for a free web design consultation.