Why You Should Have A Stellar About Page
And How To Make One

By:  Michael Yazbeck
19/05/2021


The point of an About Page is to inspire trust & confidence, and nurture a relationship with your audience.

So, what makes a good About Page?

First off, you’re going to need to know who you’re talking to. Who is your audience? And what are they looking for?

You’ll need to know this, because even though the About Page is about you or your company, it really isn’t. It’s about your customer and relating how you are just the right person to serve them.

Here is a list of 20 items you’ll want to have on your About Page:

1.Your Mission:

For example, at Where Dreams Connect, our mission is to connect people’s dreams with the resources and training they need to make them come true.

2. Your Origin Story:

This often helps people know why you do what you do, and why it’s important for you to help them.

Example:

Our company started with these core beliefs: Everything is possible with the right team, resources and knowledge. And anyone should be able to have access to what they need to make their dreams come true.


3. Your Company Values:

At Where Dreams Connect, we have 8 core values:
Collaboration
Empowerment
Love
Generosity
Authenticity
Focus
Commitment
Service

4. Your Location & Contact Information

Where are your office(s)? How do people reach you?

5. Your Team:

Inspire confidence by letting your customers know who you’re working with, and how they can help them. Include a little information about your team members, and have some photos or videos.

6. Facts & Data

Make sure it’s real. People are tired of false claims and blown up figures. If your factual data doesn’t represent what you want to showcase, you can skip this part, or better yet, include some real social proof of people who have been happy with your products & services past or present. (The more
recent, the better).


7. What The Customer Will Want To Know

People like it when you get straight to the point. Be in their world. See things from their perspectives. Understand their needs, desires, pain, and aspirations. How can you make a difference for them in these areas? 

8. Behind The Scenes

People like a little extra. They want to know a little about the ‘real’ people behind the company, and not just the standard image of a company. So this is where you’d put in a small amount of photos or videos showing you in action, or what things look like behind the scenes (in the office, on the set, at home, etc)

9. Company Details

How long have you been in business? Is it a family company, or a private or public one? You could share major milestones in the business here too.

10. Show A Timeline

People love visuals and timelines are a great way to share the company history in a way that makes the reader feel they can follow along on your company’s journey.

11. Why Your Audience Would Want To Choose You Over A Competitor

To make this part more effective, you’ll want to know who your competitors are and what they are doing differently than you. You’ll want to demonstrate to your potential customers how your products, services and support will suit their needs better, make them happier, and that they will be better taken care of. Put all of your customer’s concerns to rest.

12. Always Have A Call To Action

Be very clear and specific with your calls to action (next steps), and make it as easy as possible for your customers and clients. You always want to be focused on the user experience. 

13. Use Visual Aids

Some people like to take their time reading websites, but most people do not. People like to see things quickly, easily and have things be understandable right away.

14. Branding & Colors

Make sure your About Page is consistent with the branding and image you want to portray and that it is consistent with the rest of your site. When things are inconsistent online, it lowers trust. Even if your company provides top-notch service, if your website portrays that you don’t care about the details, your customer will likely perceive that you don’t care about their details.

15. List Your Credentials, Awards & Certifications

You earned it. Go ahead and show it off. This is the place you do it. Have people know you’re a winner and that you have the background and training to back up your promises.

16. Make It Easy To Read

Fancy fonts have their place, but for the majority of everything you’ll do online, you’ll want to stick to fonts, sizes, and styles that are easy to read and understand. It is also a good idea to space things out in a way that is pleasing for the reader. For example, have room between paragraphs, use bullet points, use small words and sentences, make numbered lists, use visual aids, images and videos.

17. Have A Sign Up Form

Too many websites lose potential clients and customers because they don’t capture the names and emails needed to keep in constant contact. Don’t have one of those websites. Be sure to capture leads at every opportunity, but don’t be bothersome or annoying about it.

18. Give Value

Give something to your audience before even asking for anything in return. On each of your pages, including your About Page, ensure you’re giving something of value to the people who read it. After all, they’re spending their time and energy investing in you and your site, so this is an easy way to say, “Thank You.”

19. Press & Media List (Or A Link To One)

As your company grows and you get more and more exposure, you’ll want to keep a digital record of it and share it with your customers. This works well on so many levels. First, it gives you credibility. Secondly, it gives your audience additional places to find out more about you and build the relationship. Third, it helps promote all of the other people & companies who promoted you before, and helps nurture those relationships. Fourth, it tells other media outlets that you’re someone they want to promote because you will return the favor.

20. Your Personality

Don’t be afraid to share some of your personality. If it’s just you, you’ve got full reign over this, but if your site represents a corporation, it will be a little different. In that case, you’ll want to represent the corporate personality. Either way, just make sure that your site has some personality that is representative of the brand, culture and values your company represents.
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