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Is Your Business’ About Page About the Right Things?

posted by Michael Epps Utley Michael Epps Utley
Is Your Business About Page About the Right Things

Is your business’ About page an afterthought? That’s often the case. Companies typically focus so much on their homepage and critical landing pages that their About page is cobbled together last-minute.

That can be a big mistake. Many website visitors interested in purchasing something or contacting the organization navigate to the About page as a final step before taking action. Plus, if it contains the right features and information, it can supercharge your SEO.

This guide includes all the information you need to make your About page the best it can be.

Include an <H1> Tag that Addresses the Consumer, Not the Business

Most About pages have something like “About X Brand” as their primary header tag. This isn’t a bad thing, but it’s always better to focus the language on the page visitor. It is so much more welcoming and engaging if you tell them why they should love — and choose — your business. After all, it is the reason most people visit any About page — they are seeking out information to convert them from prospects to customers.

For example, “Three Reasons XYZ Widget Company is Right for You” is far more compelling than “About XYZ Widget Company.” Sure, your About page is about you, but it’s also about your audience.

Include a USP in the Intro Text

Your unique selling proposition (USP) is your business’s reason for being, concisely explaining the value it delivers to customers. Including a USP in your introductory text will immediately engage visitors. It will also send powerful signals to search engines about what your company does and what the page is about.

Tell a Compelling Visual Story

Consumers today are more likely to view or listen to something than read about it. That’s why it’s critical to include videos, slideshows, and infographics to illustrate your organization on your About page. Show off your business premises, its amenities, your product and service offerings, and team members. This will allow those non-readers and readers alike an opportunity to connect with your company. Ensure you include video transcripts and proper image tagging so your visual assets can register in Google (even if your audience doesn’t read much, Google sure does).

Include Contact Information

Most people visit a company’s About page as a final step before deciding to do business with it. Make it easy for them to contact you by explaining how on the page, even if you have links to a contact page in your website navigation or footer. It will reduce the risk of losing a new buyer as they enter the end of the marketing and sales process.

Add a Guarantee

The primary purpose of an About page is to let prospective customers know what they can expect from your company and how it could help them with a challenge or need. To convince them that you’re committed to your business promise, include a guarantee. This note of good faith should explain what you will do for them if anything your business does or supplies doesn’t meet their expectations. Make it clear how dissatisfied customers should contact your company (too many people have been burned by businesses that are impossible to reach). A guarantee is a proven way for companies to build trust with people who have never purchased from them. Just remember, if you put it on paper (i.e., your website), you have to honor it.

Display Credentials, Associations, Sponsorships, and Awards

Saying your business is great on an About page is one thing. Having others endorse it takes things up a notch. Including credentials, association memberships, sponsorships, and industry awards on your About page adds credibility to your claims and demonstrates expertise to consumers considering doing business with your firm. This social proof could be just what it takes to turn prospects into buyers.

Highlight Five-Star Reviews

People are more likely to do business with companies recommended by people like them. And that’s precisely what stellar reviews are. They’re recommendations from other consumers who are satisfied with your organization and are willing to take the time to say so. Positive reviews are a vital way to build trust with prospective buyers. Include your best testimonials somewhere on your About page to really make it shine.

Demonstrate Added Value

If your company has a blog, podcast, social channels, newsletters, local radio show, regular local news column, or other added-value media, include access to it on your About page. These features demonstrate your business isn’t just about selling goods and services — it’s also focused on delivering added value to customers.

Document Your Company Values

More and more shoppers today — especially younger ones — will only do business with companies that value the same things they do. That’s why it’s essential to get to know your consumers and what they care about. Then, develop a values statement demonstrating that your company supports — and conducts business in alignment with — their values. Add the statement to your About page. Make sure you fully support these values. Any lapse will result in a loss of trust in your organization that will likely never be regained.

Include a Timeline

Timelines are often the only thing companies have on their About pages, and there’s a good reason to include one, especially for organizations with a significant history of success and innovation. Highlight key moments in your brand’s evolution that you think will resonate most with prospective customers. Don’t make the common mistake of highlighting big internal events outsiders won’t care about. Remember, it’s about your audience as much as it is about your business.

Add a Mission Statement

Most companies have a mission statement, and an About page is the perfect place to showcase it. Before you do, however, test it with representative customers to ensure it resonates and doesn’t convey your mission in business speak.

Close With a Call to Action (CTA)

Never end an About page without a final CTA. Anyone who reaches the end of it is seriously interested in your firm. Make it as straightforward as possible for them to take action, whether it’s to buy something, make an appointment, or contact a representative.

That’s What It’s All “About”

Now that you understand the importance of a business About page and how to optimize one, isn’t it about time to improve yours?

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