Why your business needs a great ‘About’ page

Your ‘About’ page is a key selling tool. Don’t underestimate how powerful it can be.

Why your business needs a great ‘About’ page.

Why your business needs a great ‘About’ page.

If you’re not sure why your business needs a great ‘About’ page, ask yourself this, what do your clients feel when they read yours?

Are they struggling to stay awake, or are they smiling, nodding and leaning in to find out more?

Most ‘About’ pages I read are closer to ‘Here’s my boring CV’ than ‘Hire the wonderful me’, so my guess is that they’re not jumping with joy when they read yours. There’s no shame if that’s where you’re at – read on to see how to fix it.

Why does it matter what your ‘About’ page says?

Your  ‘About’ page matters because unless you’re a major brand or have the one thing everyone wants to buy, people will only buy from you if they feel they know, like and trust you.
But great ‘About’ pages do more than that.

According to this article by business.com, compelling ‘About’ pages can help:

• generate leads,
• boost website traffic and
• present your small business as the best possible option to clients.

…And what small business owner doesn’t want that?

How do I improve my ‘About’ page?

The first thing to remember is that your ‘About’ is not for you or your peers. It’s for your readers. It should:

• help clients get a glimpse of the real you,
• show a little about what your values are and
• give them reasons to buy from you over everyone else in your category.

In short, it’s a way to help understand what it might be like to work with you.

When potential customers are given a chance to get to know you, they can decide if they like you or their values align…which means they’re one step closer to trusting you.

And all sales are about trust. We trust that an accountant knows about accountancy, but we choose the one who feels, say, less ‘salesy’ than another because that’s how we relate to people. Or we might choose the one who sounds easy going, because having an accountant who can make sense of our books while making us feel good about the dire state of our receipts is important to us.

So, if your clients get to your ‘About’ page and there’s nothing about you as a human being, you’re missing a terrific opportunity for them to get to know you.

If there’s nothing about why you do what you do, what makes you tick or what makes you different, you’re telling them you can’t be bothered making a connection with them.

And if they feel stupid because of all the jargon your ‘About’ page contains, they’re going to choose a competitor they feel they can trust to ‘speak their language’.

A simple test

So, what do you do about it? Do this simple test.

• Imagine you’re a potential customer and read your ‘About’ page on your phone.
• Do you want to engage with this business?
• Do you think it’s run by someone you could work with?

If the answer is no, then you’ve got a rewriting project on your hands.

But don’t despair. All you need to do is add a little of the ‘real’ you into your ‘About’ page. Give it a go and let me know your results.

Know you need to do something but not sure what to do?

Let me take a look at your website and give you practical changes you can make RIGHT NOW, so you can turn browsers into buyers.

I don’t do simple checklist audits. My audits go deep. They analyse how your website looks to your customers and transforms their responses from ‘Meh’ to ‘Hell Yeah!’ Read more about how I can help you with your business communication here or reach out to find out more.

Key Takeaways

• Show a glimpse of the real you.
• Think about what your customers value and see if you align with them.
• Give your customers a REASON to choose you over everyone else in your category.