The about page is an important part of your brand’s website. Some leave it off altogether or call it something different to be creative and different.
Creative and different is great, but in the game of capturing attention and creating customers, time is of the essence, and being direct tends to win.
When someone arrives at your about page, it means you were successful in your elevator pitch. Now they want to know more. They may or may not have first looked at your features and pricing pages. When they get to the about page, it’s because they are curious about your brand, who you are, and why you are.
But don’t get the wrong idea.
Your About Page Isn’t About You
Many of us fall into this wonderful place where we get to wax jargon-y and corporate-ly about our brand. That’s what the about page is for, right?
No, the about page is still ABOUT your customer. Everything is. You never get a break from that.
People do business with people. Brands were founded by people and are made up of people.
Your about page should explain why you exist and how you solve a problem. Tell a story that is going to inspire your reader to want to do business with you. Leave all the corporate speak and jargon for your competition. No one is interested.
Nothing gets more geeky or potentially more boring than a software developer company. Hyland Software starts their about page telling you they aren’t like the others. They describe themselves as a group in a few words and how they help customers. That is the second sentence. Everything they write is positioned on how they help the customer:
- “Always looking for a way to deliver a simpler, more seamless solution.”
- “Always finding the best ways to improve business processes.”
- “11,800 happy customers…”
Your visitors want to know about the people behind the brand. They want to know why you started the business. Maybe the founder had a similar problem as your prospective customer and he created a solution. They like reading those kinds of stories.
It might be a useful exercise to model your brand’s about page after individuals as a brand to keep it on a personal level. Erika Napoletano tells you straight out how she helps businesses. First and foremost, she starts with her why, and why you should care.
Next, she tells you more about her, the only difference is, it’s interesting. She uses funny analogies, social proof (Forbes describes her…), and showcases awards she won. You might not agree with the language she uses, but she communicates that she means business and she gets business done.
Connect on Common Ground
When you first meet someone, don’t you find yourself looking for a common thread? A hometown, alma mater, hobby or sport, or a shared passion? If this business was borne from a cocktail napkin, talk about it. Everyone loves a good story. Who are you and what did you do to make it happen?
These are the elements that bring people together. Somewhere in those questions I just presented, is a thread that makes your prospect feel closer to you. When they feel like they know you, they are that much closer to wanting to work with you.
The guys at Solemn Oath Brewing have a passion for beer. And they communicate it in their about page. They start with why you should even care. They tell their story, and they introduce you to each person on the team.
There is no formula for an about page for brands, but if I were to outline one (for which there could be many alternatives) it might look like this:
- Start with why anyone should care. How do you help? What is at stake?
- Give background as it relates to solving the problem you identified above.
- Give social proof. Communicate who has benefitted from your existence and how.
- Showcase your people. Who will your prospects be doing business with? Share some interesting facts – not just the resume with past experience and education. Round them out into a human with interests outside of work, and passions inside of work.
One last thing. Don’t forget your call to action. No piece of content should leave your reader hanging. Let them know what they should do next.
Call you or email you for an appointment? Buy something? Register? Subscribe? Learn more? Give them a nice big colorful button and link them right on to the next step.
What other about pages would you add to this list?