Your about page is one of the most essential pages on your entire website. This is where your readers will go not only to learn more about you, but learn about your business as well. If you nail your about page, then you will not only build a strong brand for your business, but you will also make yourself appear as an industry expert. If you are looking for a way to revamp your about page for 2020, here is what to include on your about page.
Start with a Headline
Every single page that you put on your website needs a headline, and your about page is no exception to this rule. You want your headline to be a level H1 heading, which will also help with Search Engine Optimization efforts. You want to make sure that your headline is simple and clear to your readers. Always try to aim for short and sweet. You may also include a sub-headline that will help deliver the benefits of your business to your reader if your headline is unclear. This could be your mission statement or how your business will benefit your reader in just a short sentence.
Add an Image
They say that a picture is worth a thousand words, and they’re not wrong. About pages are going to include a fair amount of text. Images provide a nice break in the text, and a chance to provide more information about who you are and what you can offer to your readers.
Having a face for your business is extremely important, but more importantly, you want to provide images that are going to give that industry expert image. If you’re going to appear as inviting and helpful, you need to add images to your page that convey that message. You can use your logo or even a short video if you don’t want to include an image.
Use your About Page to Tell the Story of Your Business
The most important part of your about page is the story of the author who is writing it! This is a chance for you to tell your readers the story of yourself and your business. Allow your readers to follow you in your success story to get from point A to here! While everyone loves hearing about your business, they want to be able to connect with your story! You don’t have to have a rags to riches story to provide a great story for your readers! You can tell the story of how you became passionate about your business or even what made you decide to start it in the first place. Your main goal is to hook your readers into your story.
Showcase the Benefits of Your Business to Your Readers
When people come to your website, they are there because they have a specific problem that they are seeking a solution for. They are looking for help in a particular area, or they want to have you help them with something. For example, a business might go to another business’s page for assistance with content creation, or a mom might go to a recipe blog for help with cooking. Your readers will come to your about page to learn more about you and your business. This is why you want to make sure that you showcase the benefits of your business to your readers on your about page.
Using our example from above, let’s say that you have a business owner coming to your business page for help with content creation. Showcasing your benefits might include a line right below your headline that reads, “I help business owners put their best foot forward by creating quality graphics for their website.” If we use the example of the mom who is going to a recipe blog for cooking inspiration, your benefits line might read, “I help moms, who struggle with finding the time to cook, find recipe inspiration and motivation to make healthy meals for their family.”
Have a Strong Call to Action
You want to make sure that your about page has a strong call to action. Where do you want your readers to go when they are done with your about page? Do you want them to subscribe to your newsletter, book a consultation, or follow you on social media? Tell them what to do! At the end of your about page, have a strong call to action that tells your readers where the next page they should visit is. Provide a link or even a few links if necessary and send them onto the next page!
While each about page is going to be unique to each business and brand, this post will serve as a basic guideline for most business pages. The more creative you are, the better your about page will be.