When you customers want to find out ‘About’ you, make sure you impress them
Getting to know your customers is a big part of successfully running a business, but you also need to give your customers a chance to get to know you in return. And in order to achieve this, you need a well-thought-out About page on your site.
Your About page often acts as an entry page for potential clients, ranking incredibly well for brand-driven searches. Branded queries usually have high intent, as it means they’ve already heard about your brand or products, so your About page is your chance to cement that relationship.
When dealing with a brand they’ve never used before, customers are likely to try and find out as much information as possible, and the About page is a go-to source. If you want to convert browsers into buyers, the About page is crucial.
So what makes a good About page? There are several things involved, from clear navigation and friendly language to informative content. However, we think that the best way to ensure that you’re making the most of your About page is to meet the following three requirements. These are our top three ways to boost the performance of your About page. Let’s take a look.
Make a good first impression
A great piece of advice is to treat your About page like a business card. You want your customers to learn more about you as soon as they it. The page should be both eye-catching and memorable, and able to grab attention from the outset.
There are several ways to do this. Some businesses use images and taglines to give a taste of their brand, while others show off their most impressive stats. Slack, for example, lists some inspiring numbers (12 million daily active users for one) beneath the simple promise to “make work life simpler, more pleasant and more productive”.
Other businesses use their opening lines to give a brief overview of their brand story, which is particularly effective if you’re an inspiring local or family-run company. Some, like Zoom, open their page with a video. This is a great way to grab attention and convince visitors to stick around a bit longer.
SEO and Google traffic are constantly evolving, but generally speaking, links are how Google crawls the web. Links are required in order for Google to understand how well-cited and authoritative a page is. By including links in your page, you’re essentially making it easier for Google to create a map of your site and the entities behind it. This, in turn, lets Google know where you sit in terms of knowledge and industry, allowing you to pop up on relevant searches.
Some simple options for getting started with links include your professional award bodies, your featured mentions, and any conferences or events in which your brand took part.
Provide a clear CTA
Any worthwhile piece of content needs to give your reader something to do, and this goes for your About page too. Whether customers are using your About page as a way of introducing themselves to your brand, or as a final touchpoint before reaching out, it is vital that there are clear ways for them to proceed.
Some of the most popular and most effective calls to action include:
- Contact you
- Explore your catalogue or online store
- Talk to your chatbot
- Request a personal demo
- Opt in for a newsletter or downloadable brochure
This highlights the importance of treating your About page as a commercial landing page as well as a source of information.