No matter what industry you’re in, the About page on your website is the second most viewed page. So, it would stand to reason that your About page should be perfect.
Here are 6 key things to include in your About page to get you started.
1. Value Proposition
Your unique value proposition is probably the most important element on your entire website.
What can you do that solves a problem for your customer?
What do you offer that your competition doesn’t?
What makes your brand or product special?
If you do nothing else, take some time to sit down and formulate an appropriate value proposition for your brand. This seemingly tiny bit of content can carry your brand to new heights or sink it low. So, take your time and get your entire team involved.
Ahh, your credentials. This particular section may be a little daunting if you’re a new brand. Fortunately, credentials don’t always refer to awards that you’ve earned.
You can also feature unique milestones you’ve achieved or partnerships that you’ve forged.
3. Your Team
Whether you’re a one-person show or a Fortune 500 team of 50 people, your audience wants to get to know you.
Highlight each member of your team with a quality photo (it doesn’t have to be a stuffy headshot, be creative) and a short, but unique biography. Typically, the following questions are an excellent basis for an employee bio:
How long have you been with the company?
How long have you been in the industry?
What inspired you to get into the industry.
What excites you about being part of the company?
What do you like to do in your free time?
In my career, I have experienced many situations in which a customer specifically chose a company or salesperson based purely upon the team page. So, don’t skip it, skimp it, or blow it. Do it right and you’ll reap the benefits.
4. Show Your WHY
Show your audience who you are and why you do what you do. This is your chance to inject your WHY into everything that you do.
Nothing is more important than your WHY. In fact, no one could have said it better than Simon Sinek:
“People don’t buy what you do; they buy why you do it.”
Embracing a unique personality and brand voice can help you form a community that works for you.
Take a moment to figure out your brand voice. If you need a little refresher on what a brand voice is, and why it matters go ahead and check out our blog post: What is a Brand Voice and Why Does It Matter?
We can help you define an amazing brand voice that fits your brand and speaks to your audience. Find out more!
This may seem like a no-brainer, but a good call-to-action can make or break your page. Make sure that it is always an emotionally driven CTA that makes sense for the content.
Don’t just add a basic or plain ol’ boring button like “Submit” on ANY page on your website. Ever. Just don’t do it.
So, in case you missed it, your About page is important. Super important. So, take a little extra time and think about these 6 simple things to include in your About page content for a truly stellar representation of who you are.