by Janice Hostager
Originally published May 28, 2014 and updated July 9, 2015
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 pride ourselves on our reliable customer service and our highly trained, experienced service staff. 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.
The problem is that 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 who make up your company and your brand.
A good About page communicates brand
What makes your product or company unique? How are you different from your competition? This is the place to claim your blue ocean and let people know how world “behind the scenes” can set you apart. Even if you do pretty much the same thing as your competitor, find a way to make yourself unique, through your customer service, your experience, or some other aspect that gives you an advantage over your competition.
Tell your story, but keep the customer in mind
Finding common ground with them and giving them an insight into what you have to offer them is powerful. Sure, it’s good to talk about yourself or your team and give them an insight into who you are, but try to keep your target customer in mind when doing this. People connect with others who are like them.
Write like you’re talking to a friend
Your tone for this page should be, more conversational. Save the business-y talk for another place. Write like you’re having a conversation with a friend over coffee. They’ll connect with you better.
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. Including a little personal information with the photo is a good thing too. Have a dog or cat in your office? Show that too.
Point it back to them
Draw it back to your customer and include information that answers the question “why will this matter to me?” Reverse engineer your information, starting with what would matter most to them.
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 volunteering have your employees done lately? This is the page 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, since good mechanics are sometimes hard to find.
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. Have a photo with Donald Trump? Show it on this page. People like to do business with others who are successful and sometimes we’re successful by association.
Include a sign-up form
Adding a way for them to stay in touch with you is a great. If they’re looking at your About page, they may have questions about you or your services. Adding a link to your contact form or a place to sign up for your email list is an easy add.
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, and make it easy for them to do it!
Now it’s your turn. Have you seen examples of good About pages? Share them below!