Does your website have an about page?
I’m pretty certain the answer here is yes. It is common sense that revealing a bit about yourself can make it easier for your audience to trust what you are offering. Other than your business, giving away personal details about your life shows dedication and authenticity.
And in a world with millions of websites that do nothing, but scoop up information from around the web and stitch it to look as though it’s their own, finding credible sources of information, outside the already-established ones, is not always easy.
Creating an about page is simple, but turning it into an effective conversion tool, however, is a bit trickier. This is exactly what I will be walking you through today!
In short, below you will see:
- Tips on how to bring more visitors/customers
- Ideas on what to write about
- Ways to get more conversions
- And how to keep visitors “in the loop”
1. Consider Coming up With an Actual Headline
Let’s assume you come across two articles about Twitter.
One of the posts is titled “Useful Twitter Tips”, while the other one has a bit more descriptive headline like “5 Effective Steps to Help You Build a Strong Twitter Presence” (any resemblance to actual articles is coincidental).
Now, which of the two would you rather choose? Chances are you’d go for the latter.
Back to the about page, it’s pretty much the same thing, actually. Most of the about pages you will see around the web simply go under the name “About”. And it’s not that you don’t know what to expect, but it just doesn’t sound enticing.
I mean with thousands of pages under the same name, why read that one specifically?
So, why don’t you just take a second (almost literally), go ahead, click your “Edit page” link and write something interesting!
- For mine, I use the following call to action: “Read More About The New Reviewz’n’Tips”.
- CK Farr opted for this headline “Modern. Experienced. Comfortable.”. Pretty sharp!
You go the point, now start working on it!
2. Don’t Tell Me You Don’t Have a Photo!
When you are looking for someone on Facebook, isn’t their profile image the most important proof that THIS is the person you are actually looking for?
I mean, there could be a ton of people with the same name!
What’s the common thing between personal profiles on platforms like Twitter, Google Plus, LinkedIn and pretty much any other you can think of?
That’s right – the profile image is located in such a way that it is the first thing anyone visiting a profile will see.
Is it a concept that works?
Then the same will work on your about page. After all, it will probably be the same that you will use on a social network!
- Make your face clearly visible
- DON’T look grumpy (smile!)
- Don’t use an avatar-sized photo (go for 200px at least!)
On SpringPediatricDentist, there’s a nice picture of all team members and, everyone is smiling!
3. So, What do You Tell (or How do You Tell It)?
While the page is about yourself and your business, it really isn’t.
In other words, your goal should be to persuade the visitors that your content, product or services are exactly what they are looking for.
How do you do that?
By making it about THEM first.
The very first lines should be focused on how you can be of help and what they should expect to get.
Take LaneFamilyDental about page, for example:
With all the extra-services and comforts offered, I’d book an appointment, even if I would not need it!
4. The Social Follow Links
You probably have a sidebar widget, displaying the social networks you participate in and providing a way for visitors to connect with you.
That’s all good, but a lot of people develop the “sidebar-blindness syndrome”.
It’s just that when you are focused on reading an article, you rarely pay attention to the widgets you scroll by.
However, when someone visits your about page, their focus lies on you more than on any other page!
One thing you could do is to add the links to your profiles into the page’s content.
See the “Follow” box on mine :
5. Did You Provide Examples of Your Work?
If you followed tip number three, then you have set the reader’s expectations. Now they know what you offer…
Or do they?
You said you provide practical and to the point tips?
Prove it by placing feedbacks and testimonials of satisfied customers that you believe best describe your business!
6. Where’s Your Opt-In?
About page and a subscription form… do the two really go together?
Well yes, in fact, they do.
I like to believe that an effective about page is only in part about educating your audience. The more important aspect is its purpose as a conversion funnel.
And here’s how it goes…
You basically start with the general information and slowly narrow it down to the specifics:
- That’s my name and here’s how I can help you
- Here’s my background information
- Here are the examples that back it all up
- Here’s the proof to further solidify credibility
- …Now feel free to follow me/subscribe/test my services/buy my products
I hope you enjoyed the read friends!
The main takeaway from this post is to consider your about page as something more than just that. Rather than providing general information about what you do, you should strategically structure so that it also becomes one of your best conversion tools.
With that in mind, you should also consider bringing as much traffic as you can there.
Now, I would really love to hear your thoughts!
Which points do you agree with and which you disagree on and why? What are some of the other about page ideas that you have in mind?
Please take a minute to comment and/or share the post with your friends if you liked it!