When your company is working hard to craft its new website, there’s no end to the analysis and iteration that will go into building the perfect homepage or landing pages.
But don’t let your team overlook the About page.
Not only is the About page an essential step of the digital shopper’s journey (52% of web users are headed there right away), but it’s also a surefire way to lock down your company’s vision, goals and values — a central message that will bleed into the rest of your website and marketing efforts. If someone is on the fence about committing to your company, an About page can be a turning point that encourages conversion.
Crafting an impactful About page isn’t rocket science, but many brands don’t fully grasp the best practices or take full advantage of its benefits.
It’s tempting to focus primarily on their designers’ and developers’ abilities, but a brand is much more than a font and color scheme. Content — which is too often pushed to the back burner in the development process — should be a key differentiator for your company.
That means you must be intentional about what you say in the About page. This essentially is the source document — visible to the whole internet — where you have control over how your brand is represented. It sets the tone for the conversations to come about your company.
This is your chance to showcase who you are and why you’re worth an investment. What kinds of things do you want people to think about you? How would you tailor your content and services provided if you want someone to breeze by your site versus if you want a client to commit?
Easy ways to start
In the midst of internet anonymity, the goal should be to form a meaningful connection with your customer. In today’s digital landscape, a brand’s voice can be as personal as any individual’s, so use it to be intentional about showcasing your identity and values:
- Consider your audience. How do you want your existing customers and potential customers to perceive your brand?
- Stand out from the crowd. With Gen Z gaining purchasing power as the years go by, be aware that they will research brands on their own first before investing. That’s how they’ve been raised, so adapt accordingly. Consider what Gen Z is looking for and uncover the values that will make your company’s voice stand out.
- Reflect on your current state. This is especially important if your company is going through a rebranding or transformation of any sort. Hold up a mirror to your About page and ask yourself, “Is this still what we want to convey? Is this who we really are?”
- Don’t share everything. It’s tempting to convey every single aspect of your company, but this sets you up for challenging design and encourages visitors to bounce quickly if lots of scrolling is required. It’s impossible to share everything about your brand; just pick the most impactful and important info and present it confidently.
- Monitor it regularly and update when necessary. The world is always changing, and that means we should, too. Don’t let your About page show 5-year-old information that isn’t relevant any more. Keep it timely and interesting.
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Bottom line: The About page is a communication tool — whether that’s information you’re explicitly conveying through actual content or through the absence of content. Everything your company does on its site, social media presence, digital campaigns and emails is saying something. Let that something be meaningful.
