When people visit your website for the first time, they’re trying to gauge whether you’re a business that they want to shop with. They will come to your website with a bunch of questions that you will need to answer for them.
Your about page is critical. About pages are the go-to place for a brand to say “this is who we are”. Potential customers will use the information on your about page to determine if they trust you and want to shop with you. It is super important that your about page is goal-orientated and makes a strong first impression.
To help you build a killer about page, we’ve listed below a few questions that your about page should aim to answer, and how you can go about answering them.
How Long Have You Been in Business?
If you’ve been in business for more than a few years, you probably have a few amazing achievements/milestones that you’ll want to share with potential customers, so don’t be afraid to tell your story! Let your customers know all about your amazing achievements or the incredible milestones you’ve reached.
Where are you Located?
Letting your customers know where you’re located can be a super-easy way to build trust. At the very least, all you need to do is mention the region you’re located in. This gives people a sense of how close/far you are to them. This is a super simple piece of information to include, and yet so many businesses neglect it! Every little bit of information that you share, will help to build trust.
Who are the People Behind the Products/Services?
People prefer to connect with other people (rather than a nameless/faceless person behind a screen!), especially when making purchase decisions. Therefore, showing who is actually behind your business and using conversational language will help make you and your business more likable and trustworthy. When you’re writing your about page, write as though you are speaking face to face. This will show to your potential customers that there actually is a human behind your brand!
If you really want to help humanize your brand, share your story. Everybody loves a good story! Stories are also a great way to evoke emotions. Studies have shown that customers use emotions more than information when evaluating a brand. Therefore, by sharing your story, it’ll help you to better connect with potential customers.
Remember, don’t be afraid to show people who you really are! This is how you build a strong rapport with customers and it’s the best way to make them more receptive to what you’re telling/selling them.
What are Your Core Values?
Potential customers want to know if they share core values with your business which will help to determine if they want to shop with you or not. A top tip for writing about your core values is to get real. Explain to the potential customers why the product or service you offer is important to you. By getting personal, you’re being transparent, which is an appealing quality that can help to win over any prospect. Discussing your core values also helps potential customers to relate to your business.
What Value are you Providing your Customers?
This is a good time to discuss your value proposition. A value proposition is the value that you promise to deliver to your customers. When discussing your value proposition in your about page, be sure to put it above the fold (the upper half of the webpage that is visible without scrolling). Visitors spend 80% of their time looking at information that is above the fold, therefore you want your value proposition to be in a spot where visitors can easily find it.
What Makes You Better than Your Competitors?
When making a purchase decision, customers will likely have more than one business in mind. Your about page is a great place to convince potential customers that your product/service is better than the competition.
There are a couple of ways that you can convince potential customers that your business is the best. One way is to use specifics. If your product can help to greatly improve a customer’s life, back those claims up with some specifics. For example, if you sell a cyber security software system that can reduce the likelihood of cyberattacks, use figures to prove that. This will help to make your claims more believable and memorable. Social proof is also another way that you can show how you’re better than the competition. It also helps to prove to your customers that you are what you say you are. An example of social proof would be to include testimonials in your about page.
The six questions mentioned above are some great examples of questions that you should be answering in your about page. These are just a guide though! If you can think of some other questions that you think would be really important to answer in your about page, then go for it!