- You can finally Google yourself and see something worthwhile
- Your mum will see your name on the interweb (for all the right reasons)
- Finally, you get to tell everyone about your awards!
- You can make a real connection with your customers to build loyalty, trust and credibility.
Ok, so clearly the last reason is the one that will help you grow your business, not just your ego.
The About page is possibly one of the most important pages on your website or blog, after the homepage. Understanding those reasons will help you write a killer About page for your site.
1. Build an emotional connection
When you can associate a product with a real person, you are more likely to remember it, and buy it. Many large corporations spend millions on trying to humanise their image so you’re already there if you can give your business or blog a personal edge.
Tip: Emphasise the fact that you are your business by putting a name and face to your message. Turn it into a competitive advantage by telling your story.
2. Build trust
Trust is a huge part of the decision making behind a purchase. You can build trust by showing in your About page that you are 100% behind your business. Show your customers you are there for them – personally, passionately.
Tip: Write genuinely about your passion and commitment to your business and your customers.
3. Build credibility
Your About page is your chance to clearly articulate what you can offer – your expertise, your background, your story. Remember to continually tie your expertise back to how you can help your customer. This isn’t a CV; it’s a compelling argument of how you can solve your customers’ problems.
A really effective About page isn’t actually about you at all – it’s about your customers.
TIP: Show how every claim, story or credential can help your customers solve their problems or meet their needs.
4. Create action
Take advantage of the traffic and include a call to action to gently (or not gently) remind your reader what they should do next. It might be read your latest blog post, or get a quote, or download your super duper report.
Tip: Give a clear call to action at the bottom of your About page – and make it quick.
So go and take a look at your About page now. Does yours tick these four boxes? Do you think there is room for improvement or perhaps you disagree. Let me know!