by Janice Hostager
Last week, we needed one of our cars fixed. As I was looking online for the phone number of a mechanic we’ve used in the past, I read their About page:
“We are located at —and serve customers from ——- and other surrounding areas. We are open Monday through Friday from 7:30 AM – 5:00 PM. We pride ourselves on our reliable customer service and our highly trained, experienced service staff. At —–Auto Repair, we want our customers to know that they can rely on us for accurate, knowledgeable, and friendly auto repairs and tire services. Call us to arrange free pick-up and delivery or free shuttle service.”
I think you have seen similar About pages yourself. With apologies to our otherwise excellent mechanic, by writing something like that, they are wasting an important page on their site: the page where they could really connect with their customer.
People don’t connect with websites or companies. They connect with other people. And that’s why a good About page is an important and powerful tool. It’s the place on your site that they can connect with the people that make up your company and your brand.
A good About page communicates brand
What makes your product or company unique? How are you different than your competition? This is the place to claim your blue ocean and let people know how world “behind the scenes” can set you apart.
Tell your story to keep the customer in mind
Where you went to school and what you do on weekends might help people learn more about you, but unless they have the same hobbies or alma matter, it doesn’t really connect you with the customer. Finding common ground with them and giving them an insight into what you have to offer them is much more powerful.
Write like you’re talking to a friend
Your tone for this page can, and should be, more conversational. Save the business-y talk for another place. Write like you’re having a conversation with a someone you know
Don’t be camera shy
Photos of yourself, your team and even your office give people an insight into your company and who they might be talking to at the other end of an email or phone call. And including a little personal information doesn’t hurt either.
Point it back to them
Draw it back to your customer and include information that answers the question “why will this matter to me?”
Show them the personality at your company’s core
What kind of beliefs does your company have? What about your business motivates you to get out of bed in the morning? Why do you do what you do? What have your employees done to volunteer lately? This is the place to talk about that.
Let them see what your other customers think
Testimonials are great to include on this page, whether you are including them somewhere else or not. It gives people some reassurance that you do good work and it creates a little social proof in the process. In the case of our mechanic, it would have been especially good to see that other’s have had good service there.
Show them your trophy room
This is your place to toot your own horn. Let them see what you’ve accomplished or anything contests or awards you’ve won.
Include a sign-up form
Adding a way for them to stay in touch with you is a great. It’s an easy thing to include on this page too.
Include a great call to action
Last but certainly not least, if someone has read your page, they are probably interested in working with you. Tell them what to do to take the next step.
Now it’s your turn. Have you seen examples of good About pages? Share them below!