Most people think of an About page as a place to talk about themselves. But it can be so much more than that. An effective About page can be a golden opportunity to connect with your customers and build trust with them. It can also be a place where you can share your story, values, and mission statement.
When people visit your website, the first thing they usually do is check out your About page. This is your chance to introduce yourself and tell your story. If you want to make a great impression, here are five tips to help you create an amazing About page.
Remove “I” and “We”
The about page is all about you, right? Not exactly. You can of course talk about your business, but you’re not the focus of the About page. It seems strange, but your customer should be the focus.
It’s important to remember that your website is for your customers, not for you. Yes, it’s important to talk about your business on your website, but the About page is not the place to do it. This page is an opportunity to connect with your customers and let them know what you’re all about.
So how do you do that? Start by:
- Talking about your customers and what they need or want.
- What are their pain points?
- What are their goals?
- How can you help them achieve those goals?
When you focus on your customers, you’ll be able to create an About page that truly resonates with them.
Removing the “I” and “We” can also make your page more relatable and down-to-earth. Rather than coming across as stuffy or sales-y, it will help you come across as a helpful resource that your audience can turn to for advice and information.
Customer is the hero
Your customer is the hero of every story. They want to feel included, and that they can trust you to provide solutions to their problems.
Your About page is the perfect place to do this. You can share your own story and how you started your business. You can also highlight your team members and why they're passionate about your company. And, most importantly, you can show your customers that you understand their challenges and are ready to help them succeed.
When you make your customer the hero of your story, you build trust and create a bond that will last long after they've made a purchase.
Highlight the benefits
Customers don't want to be bombarded with a bunch of technical jargon. They just want to know if your product or service is going to help them in some way. That's why, as a business owner, it's important to focus on the benefits of what you're selling rather than the features.
For example, let's say you're selling a new type of vacuum cleaner. Instead of talking about how many watts it uses or the size of the dustbin, talk about how it will make your customers' homes clean and clutter-free.
Talk about how it will save them time and energy. When you focus on the benefits, you'll be much more likely to close the sale.
Show your human side
We’ve all been to websites that feel cold and impersonal. You know the kind – they’re all business, with no hint of the people behind the scenes. As a business owner, you might think that this is the way to go. After all, you’re trying to sell a product or service, not make friends.
But the fact is that customers are more likely to buy from a company that feels like a human rather than a faceless entity. That’s why it’s important to show your human side on your website. This doesn’t mean that you need to share your life story – although you can if you want to.
But you should share enough information about yourself and your team that your customers can relate to you. Feature things like team profiles and images. Show your customers that you’re human and achieve a decisive trust factor.
Customers want to know that you're in it for the long haul. They want to be able to trust that you'll be around to fulfill your obligations, and that they won't be left high and dry if something happens to your business. Reassure them by sharing your plans for the future.
Let them know that you're committed to growing your business, and that you have a solid plan for doing so. If you're able to share some concrete details about what's to come, even better.
Customers will appreciate knowing that you're thinking about their needs and how you can best serve them in the future. By showing that you're planning for the long term, you'll build trust and create loyal customers who stick with you through thick and thin.
Conclusion - Valuable asset for any business website
An About page is a valuable asset for any business website. It helps to build trust with potential customers by showing them how the business can help them, and it gives visitors a human face to connect with. The best About pages share the company plans and give customers a glimpse behind the scenes.
Have you tried creating an About page for your business? If so, what tips would you add? Share your experience, shoot me an email – I’d love to hear from you!