Here’s a challenge: on just one page of your website, explain who you are and what you do. Not as easy as it sounds, right? Because of this, the “About” page is one of the hardest parts of a website to get right.
So, how do you figure out what you want to say and how to say it? Let’s talk about some tips that have helped other people along the way and look at some good About pages.
Why have an About Page?
Whether you call this page of your website “About,” “About Me,” “About Us,” or “Bio,” it tells a short version of your story. It’s also usually one of the most-visited pages. People want to know who you are and why you do what you do, no matter who visits your site. But that’s not the only reason why an About page is so important:
It builds confidence.
People often want to know if a business is “real” when they hear about it for the first time. So a page that tells about your experience and story can be very helpful. Here are some more ways to make a website that people will trust.
It shows you are good at what you do.
Telling the reader how you got to where you are now shows that you know your craft, you know your audience, and you’re going to do what you say you’re going to do.
It’s easier for customers to get in touch with you.
It’s not always easy to take that first step. When a customer or client sees a clear, organised About page, they’ll know exactly how (and why) to start working with you or buy something from you.
It helps you in search engines.
Every day, search engines like Google go through millions of websites and look for “About” pages to help them put your website in the right category and show it to the right people. By having a good “About” page, you help the search engines send the right people to your site.
Tips for a Good About Page
Too often, people who make websites hide the link to the About page at the very bottom of the homepage in tiny font, if they put it on the homepage at all. Put a clear link to the About page tab in the top navigation bar of your home page to show how important it is.
Some people come up with clever names for their “About” pages, like “Our Journey” or “Our Story.” Don’t give in to this! Visitors, especially ones who don’t know much about your business, won’t know that these names are related to the information they’re looking for. It also makes it harder for search engines like Google to figure out what your content is about and add it to their databases.
The things you say and how you say them will tell people who you are. Make sure that your website has the same tone as your business. For example, the tone of a website for a cool coffee shop will be very different from that of a research institute. Sometimes it helps to start by making a list of words that describe your organisation and its overall feel. Use these words to decide what to put on your About page and how to write it.
You don’t have to talk about your whole life. Start by telling them briefly what you do, why you do it, and what your experience has been in this field so far.
1. What is your brand’s promise? What can your customers always count on you to do?
2. Your business’ mission and values: Why do you do what you do?
3. Tell me about yourself: How did you get here? People are proud to help small businesses, so telling your story is one of the best ways to connect with your customers on an emotional level.
If you still need a hand with optimising and ranking your website, get in touch with your local Shrewsbury web design agency. We’re experts at local SEO and can help rank your local business higher on Google.