6 Key Things to Include in Your About Page

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.

Ask yourself:
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.

2. Credentials

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.”

5. Personality

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!

6. Call-to-Action

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.

Website vs Sign: 6 Reasons A Website Must Be A Top Priority

Let’s face it, a business without a website is a bit like a horse without legs these days. Of course, there’s a good reason for that. Six reasons, actually. Whether you’re new to entrepreneurship or are a seasoned veteran, you need to know the 6 reasons why a business website is a higher priority than a sign.

Note: This is not an article on why you SHOULDN’T have a business sign if you’re a brick and mortar location. Signs are still incredible options for local businesses and should never be neglected.

A website is your most effective and least expensive marketing real estate in the digital age. This statement is based on a broad range of data and reasons, but my personal favorites are the following six reasons.

Wider Reach

Wider ReachA sign is an excellent local branding opportunity, but a functional and compelling website can reach several times more people than a sign can on any given day. Quickly reach your local customers, people in neighboring towns and even tourists before they ever set their eyes on your brick and mortar shop.

Your business website offers a 24/7 digital beacon for your potential customers while a stationary sign is restricted to passerby during the daytime.

Less Expensive

Less ExpensiveDepending on your needs, a fantastic website can often be thousands of dollars less than a sign.

In my time at a professional sign-making company, I watched businesses spend between $100 and $10,000 on signs. The most expensive of which were always the flat-faced, lighted signs that sit out by the road. They’re huge, electric and expensive. Plus, they need to be serviced and refaced regularly to maintain their effectiveness.

Not so with a website. If you or someone you know is even a little technical, a website can be created for less than $200. Or, if you end up hiring a professional you can expect to spend between $500 and $5,000. However, $5,000 is a bit overkill for a basic business website.

More FunctionalMore Functional

While your business sign is restricted to a single purpose, a website can offer a wide range of functionality. Easily provide opportunities for your potential customers to learn about your brand, your products or services and get to know you. Your website can be easily setup and designed to provide driving directions, pricing information, reviews or testimonials, etc.

There really is no end to the amount of cool things you can do with a website.

Greater Customization

Greater CustomizationLike greater functionality, a website offers greater customization options to suit your brand.

Although modern sign shops are capable of some pretty incredible things, you’re still relatively limited. Your website allows you to completely tailor the user experience to exactly what your audience wants and needs. Sometimes they want basic contact info, and other times they want to keep tabs on what your brand is doing on a daily basis. Offer all of that and more with a customized business website.

No Zoning Regulations

No Zoning RegulationsPhysical signs are regulated by city and township laws that allow for consistency across the businesses in the area. Essentially they make sure that no business has a better opportunity than any other because they happen to have more money. Signs are regulated by size, distance to roadways and buildings, lighting and colors.

Not websites! You can basically do anything you want or need when it comes to websites. Of course, there are privacy policies and spam laws in place, but regarding design and functionality, you’re free to create.


ReactiveWebsites are 100% trackable and reactive to the current business trends and conditions. Whereas signs are stationary.

Easy implement analytics and run reports to find out what is and isn’t working, what your customers want and how they want it. Plan and react accordingly and you’ll have a successful business on your hands.

While I would never suggest that you forego a stationary business sign, making your website a higher priority from day one will result in a better overall customer experience and more foot traffic for your brick and mortar store.