Use your About Page to spark new relationships with your site visitors.

Once a potential customer gets to know, like, and trust you she will be more likely to buy your products and services, and refer you to friends. Your About Page is a great place to create that connection.

3 Essential Elements of Your About Page

Your About page should:

• Help visitors know you by sharing details about your business. Tell the story of why started your business, and walk readers through exactly what to expect when they work with you.

• Help visitors like you by sharing about your life even if it doesn’t directly relate to your business. Include light details about your family, the causes you support, your passion projects, and your family background.

• Help visitors trust you by listing the relevant awards, certifications, testimonials, and press coverage you’ve received.

Tell the Right Story
Even though the About Page tells your story, make the customer the hero of the tale.

Your business is not the pot of gold a customer wants. Instead, your product or service is a bridge to what your customer desires.

For example, when you recount why you started your business, focus on the passion you have for giving customers high value at a fair price. And when you share personal details about yourself, spotlight the elements of your biography that your target customer will relate to.

Aligning your About Page with the needs and desires of your customers is a subtle change that makes a powerful impact on site visitors.

Make it Attractive
Site visitors will scan your About page before will they read a single word. That’s why it’s important to style the page with the same care you use for your homepage, portfolio, and product pages.

Lead with an image of yourself
No matter your business, you should give people a chance to connect with you as the owner. Let them know that a real person runs the site by featuring a professional, but warm photo of yourself.

Style your text
Long blocks of unstyled text won’t get read, especially when your site appears on tablets and mobile devices. You can make your About page more readable by using paragraphs breaks, subject headings, and bolding important words.

Include relevant links
Your About page is the beginning of your conversation with visitors. Sprinkle links in your text to give readers context if they’re interested in learning more about you and your business.

For example, if you mention the reviews you received on a third-party site, link directly to the page. Or if you mention a popular product you sell, link directly to the “Buy” page. Relevant links can make your About page more engaging and useful for potential customers.

Why Your About Page Is Important
Not everyone who comes to your site will visit your About page. However, we’ve seen statistically that most visitors who eventually buy from first made a stop at your About page to learn more about the people behind the company.

Crafting an effective About page is critical to having a website that grows your business. Follows the guidelines we’ve laid out for you, and your page will create a bond with site visitors who are looking to buy what you sell.