Let's Talk About Your “About" Page: A Critical Part of Your Business' Site

So you're ready to launch your first business website...congratulations! If you're like many small business owners, you may find the About page to be one of the most intimidating—and confusing—pages to create. How much should you share? What should the tone and voice be? How much should be about you, and how much should be about your business?
 
Just how critical is it to get your About page right? Consider this: 52% of web site visitors want to see  your company's information as soon as they land on the home page. Following the tips below can help take the guess work out of crafting an About page that shines as much as your small business. More importantly, these steps can minimize all that anxiety!
 
Find Your Voice
 
What voice should you use to communicate to your customers? Should you be funny or more serious? Every business — whether a law firm, medical device company, dance studio or cupcake bakery -- should have a unique voice. 
 
Don't overthink your tone. Instead, just ask yourself, “Who are my most important customers, and how would they like to be talked to?" Let that be your guide to creating a communications style that is just right for your business. 
 
Remember, tone isn't just about words. Make sure your About page “looks" like your business — the header graphic, font choice, and background should all be on-brand. This Forbes article offers some great advice on small-business tone if you need a bit more guidance.
 
Share, But Don't Overshare
 
We've all been cornered at a party by an over-sharer -- someone who discusses way too much of their personal information, making everyone else in the room feel uncomfortable. Then there are those who keep everything under their hats. Your About page should fall somewhere in the middle: Don't share so much that readers feel uncomfortable (They don't need to know about your middle school awkward phase), but don't leave them asking for more (“Okay, but who's running this company?") 
 
Once again, your business type will help inform the right amount to share, but at a minimum you should cover the basics: who you are, what you do, what makes you an expert in the field or differentiates you from competitors, and how long you've been doing it. Feel free to add client testimonials as well. And don't publish without first having a friend or colleague give you feedback. An outside perspective can be especially helpful when deciding what's an appropriate amount to share.
 
Establish a Social Strategy and Keep Revisiting
 
In 2017, it's hard to separate the entrepreneur from the business. In a lot of ways, you are the company. So, it's only natural that your customers are curious about your life — which means your personal social pages become something of an extension of your About page. With this in mind, it's important to set up a social strategy that you feel comfortable with.  
 
Let the brand tone you established in Step One guide you here, and be sure to revisit your strategy every few months. Life events (the birth of a child, a sick parent, a spouse's career change, etc.) can all affect what kind of posts you're inclined to share, even though they may not be in the best interest for your business. When in doubt, err on the side of under-sharing. Separating by platform is another great way to handle this. For instance, if your Facebook account is private (and your posts are marked as private) but your Instagram is public, it's easy to remember to keep Instagram business-appropriate—even when life gets crazy! If you choose to use Instagram for business, you can consider embedding your Instagram photos directly onto your About page to help keep the content new and exciting.
 
Give Your Users Direction
 
What action do you want a visitor to take after reading your About page? Well, if you don't know, how will they? First, establish a call to action ( buying a product, filling out a consultation form, clicking to download a case study, etc.) write and design your page with that call to action in mind. 
 
How will you know if it's working? All smart entrepreneurs watch their website analytics religiously to see how visitors are reacting. If the word “analytics" makes you break out in hives, fear not! It's quick, simple and free to track visits — you'll be a pro in no time. Here's an intro video from Google Analytics to get you started.
 
Keep it Fresh
 
Think of your About page as something like an online dating profile — its purpose is to make strangers say, “I want to know more." So, much like an online dating profile, you should think of it as a constantly evolving part of your website. Set a calendar reminder once a month to look at your website metrics and make any necessary changes. Specifically, check to see how long people are spending on your About page, and what pages they're on before and after. Also look at the keywords that are driving organic search to your site. Adjust as necessary until the traffic is how you want it to be.
 
Follow these tips and your About page will be attracting—and, more importantly, converting—new customers in no time!
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Thursday, June 8, 2017