Truer words were never spoken. Those words have been quoted countless times since. But what compelled Mr. Grant to make the statement in the first place? The fact is, once someone has formed an idea of you in their mind, it's almost impossible to change it. People tend to form an overall opinion pretty quickly, so that very first assessment matters immensely. That's why your "About Us" page is so important.
This is your introduction to potential customers, and the first impression they have of you and your business will be a lasting one. It's imperative that you get it right. Not only that, but your about page will help you build your brand and position yourself within your industry or niche. Your about page should also help you connect with your followers on a human level. It's becoming increasingly important for consumers to see the face behind the business, as social awareness dictates that we should know from whom we are buying.
Another thing your about page can do is help you to show up in searches. Often times you can elicit organic traffic with your about page, because the about page will draw hits from search engines, and your about page is one of the snippets shown under your main site listing.
So, by now you must be wondering what it takes to make a successful about page. If you're not, go back to the top and re-read! For the rest of you, here are some tips that you can use to make your about page an effective part of your site:
#1 It's not all about you
Yes, it's important to tell your story. Let the readers know what drives you, and why you have a passion for your industry and what you do. Add your credentials. Use a photo, though not necessarily a photo of yourself. If your blog is a multi-author blog, consider a logo or a relevant image. That is all extremely important. But don't just talk about yourself.
More importantly, talk about how you solve problems for the customer. That is where their real interest lies. Be the guy (or girl) who's going to take one more worry off their mind, and you'll have a new follower.
#2 Use the right elements
Your about page is not the same as your homepage. It should not be a comprehensive list of services or products offered. So what do you need? First, you need a benefit-driven headline. If you cannot completely explain the benefit within the headline, use a subheadline to further expand on your concept. Then, explain to them how you can help them.
Most readers are going to come to your page because they have a specific need or problem. Tell them how you plan to meet that need or solve that problem. Personal stories are great, but only if your readers can relate to them, or learn from them. Then, add an image that represents who you are and what you offer. You could even do this in video format, which is becoming increasingly popular. Once you've done that, tell them a great story. It's ok to toot your own horn, but you don't need a marching band. Stay humble, approachable, and engaging.
After you've gotten that far, give them a call to action. This is a key element. It is essential. It is important. It is necessary.
Are you getting this? Just checking....
You don't want them to read your about page and then go wandering about on their own. Give them direction. Either give an opt-in form, a link to your best post, or some other content that they will find value in. But make sure they don't walk off!
Something else worth noting is that all of your really important information should be in view of your reader without them having to scroll. Statistically, we have an average attention span of 8 seconds, that's all the time you're going to get to say what you need to say, so make sure it's front and center. Don't build your about page up and come to your important point at the end, because folks, your readers aren't going that far. Keep it short.
#3 Don't throw that pitch
Your about page is not a sales page, so don't use it that way. A sales pitch on the about page is actually likely to drive customers away.
You're telling them in no uncertain terms that what you care about is their money. Instead, use your about page as a springboard for building a relationship with your followers and establishing trust. It's best to convert prospects gradually, by increasing their comfort level and allowing them to come to you. This method will ultimately lead to a more loyal audience who is more likely to generate organic growth for you.
Load time is an important factor in conversion, and for every 1 second delay in loading, 7% conversion is lost. This is why your about page needs to be kept simple and clutter-free. Keep your image size down and sweep sidebar refuse from this section.
Your tone on your about page is also important. Being pushy will just push customers away. This negative effect can ruin your conversion rate entirely. You should be genuine, friendly, and tell your readers why you care. In turn, they will care also.
#4 Let Google finds you
Isn't that what everyone does when they want more information? Google is practically a verb these days. So it's wise to make Google work for you, by setting your page up to work with Google. First of all, don't stuff your page with a lot of keywords. This is going to be obvious to readers, and come across as tacky. But DO add your target keyword to your headline. Build authority links and relevant content links to your about page. Since backlinks are a Google Ranking Factor, they will boost your ratings.
These tips will give you a good start to your new and improved About Us page. For ideas about how your page should look, just sift through some pages and see what stands out to you. While copying pages is not acceptable, modeling your page after a really great one certainly is. After all, imitation is the greatest form of flattery. Now get out there, and put your best face forward!