Every bit of content your produce for your website is part of your brand, especially you’re About page. This is your opportunity to tell the story behind your business to current and potential customers. It’s tempting to get distracted by all the visual components of putting a new site together, but having awesome content is crucial to branding and making inbound marketing work for your business.
That includes getting the right information on your about page.
Far too many companies make the mistake of placing dull, boiler plate information on the About page. This is a really opportunity to shine and tell people why they should do business with you. It’s a place to put something memorable. Don’t waste this real estate.
You don’t have to be witty or charming, you just need to answer some simple questions: Who, what, when, where, how and why.
Tell them who you are – The people you want to do business with are expected to give you money in exchange for your products or services. They want to know who you are. The trick here is to get that message across and tell the story in a way that appeals to your target audience. Doesn’t use corporate speak? Be real, be authentic, and remember the critical touch points for your target audience to help build trust.
Tell them what you do – You can shut down every single customer by trying to sell them something or by talking at great length about you, your products and your services. They don’t care about any of that. They care about their problems. They want to know what you’re going to do for them and what solution you’ll provide. Start with that.
Tell them why you do it – We all know businesses are around to make money, but don’t tell them you’re providing a solution in order to retire young and sail a yacht to the Caymans. Think about why you started this business, and the passion you have for the industry. Bring the personal aspect out so they can connect to the people behind the brand.
Tell them when you started – Age is to experience as bread is to butter. Longevity in business shows that you can be trusted, because you would have folded by now if you were terrible. Showcasing that you’re new isn’t necessarily bad, especially if you have a great portfolio, testimonials and/or glowing customer reviews.
Tell them where you are – People like to do business locally, and they also like to know they’re doing business with a company in their own country. Be proud of where you’re from and talk about it. After all, part of what makes your business is where you came from and why you chose where you’re at to grow your business.
Tell them how you approach your business – This provides a glimpse behind the scenes and shows off the pride you have in operating your business. Danner.com is a perfect example. This world-famous boot manufacturer doesn’t have a traditional About page. They have a “standards” page that details how they produce and handcraft their product, how they run their business, all while hitting on the other critical points listed here.
Don’t think of the About page as humdrum real estate that is a boiler plate of corporate info. Think of it as the foundation and launching point for marketing material across a variety of channels. It’s a landing page for potential customers, a brochure for your business, a handshake, a glimpse into your corporate personality and above all else it could be the final conversion point for countless customers to come.