In the early days of my content writing career, I always asked business owners which three pages of their website were most important to them. I wanted to know what their priorities were. Unsurprisingly, most of them wanted their homepage to look perfect. I was often impressed and surprised that many understood the importance of a contact page and ensuring its information was complete and up-to-date. Other savvy business owners know their product or service pages must be more robust than their best sales associates. This is why well-written content is so essential. But some of those same businesses underestimated the power of an About page. They would often gloss over their own about page as an afterthought. But your About page could be the most crucial page on your website.
1. Your About Page Humanizes You and Your Brand
I often try to personalize a business owner’s story to make them relatable, especially when they own a local, family-run business. But some business owners, especially those in the upper Midwest, are embarrassed to talk about themselves and their experiences. They feel like they are bragging or coming across as arrogant.
One local business owner had a fantastic start-up story and a business philosophy that was so uplifting. I wanted to feature it on his About page, but he felt very uncomfortable with the idea. I was disappointed, but I always do what the customer wants with their content, even if it isn’t what I would advise. That night, his wife talked him into trying it and trusting me to present his story tastefully. Ultimately, he was delighted with how it came across on the page. It was genuine.
2. Customers Want to Meet You Before They Meet You
Customers want to know you are real. They want to feel comfortable with you, especially if you will be coming to their home. As a customer, it is much nicer to know someone’s face and name when they show up than just letting a complete stranger through your door.
Share more than just dry facts in team member bios. People want to connect by having something in common with you or a team member. “You like playing wiffle ball? I love playing wiffle ball!”
Another way to connect with your audience is through tasteful humor. Allowing your personality to shine through is an authentic way to build rapport.
3. Your About Page Is an Opportunity to Talk to Your Customer
Your About page is one of the best places to talk to your customers in a personal, non-salesy way. Of course, you are in business to make money. But there is a reason you choose to do what you do. This is the WHY Simon Sinek talks about in his famous TED Talk. Why you do what you do might be your great differentiator. Do you have a philosophy that drives you or a reason you believe in what your company does? Do you give a certain amount of time or money to charitable causes as a company? What is your WHY?
4. Your Values Matter, So Share Them on Your About Page
Potential customers want to know your company’s values before they hand over their hard-earned money for your product or service. People are becoming increasingly aware of the values companies represent and often choose which brands they will do business with based on those values.
According to SurveyMonkey’s March 2021 study of 1,097 U.S. consumers, 46% of respondents said they care much more about social values today than a year ago. And 55% of the consumers polled said they are much more likely to purchase from a company that shares their values. Only 4% of consumers said it was unimportant that a company they bought from shares their values.
These survey numbers show that having a clear set of core values can help your company’s brand message reach the customers with whom it will work best. Along with stating your core values on your website, you must exhibit them meaningfully in how you do business. This could be an environmental commitment, supporting a specific cause, or caring about your employees above and beyond the way that most companies claim to.
5. Honor Your History—For Your Employees
If your company has been around for multiple generations, it is important to honor that history. A mini-timeline with historic photos shows potential customers that you aren’t a fly-by-night operation. It also gives people warm fuzzies about you upholding the values of your company’s founders.
Feeling good about your company’s history is essential for your potential customers and your employees. Also, highlighting your company history shows employees they are part of something bigger than themselves. The job they do every day is rooted in a historical mission, and they can be proud of it.
Having an About page that honors your company’s history and calls out its purpose is an excellent place to start. You can then follow through on that purpose in your business practices.
Do You Need Help Crafting an About Page?
I can write content from the heart of your business and connect you to your ideal audience. Contact me today to set up a free consultation.
