Whether you call it “Our Mission,” “Our Company,” or something in between, your website probably includes an about page that tells your brand’s story. Many assume this section is a “set it and forget it” page, a place for filler and fluff. Not true. Whether your goal is to increase website traffic or make conversions, a carefully crafted about page can make a difference in the way visitors view your brand and make decisions. 
 
According to HubSpot, the about section is the second most visited area of a website after the homepage. Why is this section so popular? Well, stop and think about why you might look at the page. Users typically check out the about section because they want to understand what the business does, if the company is legitimate, what services are provided, and learn of any notable achievements. It all comes down to the need for basic information that will help users better understand your brand.
 
So how does one publish a good about page that makes a business stand out? It’s about creating a perfect balance between selling your brand without coming across as self-centered. Remember, the about page isn’t just about you – it’s about what you can do for your customers.
 
Address the Challenge   
 
Most companies begin their story with general facts such as when they were founded or how many years of combined experience they have. I’m not saying that this information isn’t important, but consider including the history lesson toward the end of the page. Your customers came to your website because they need a problem solved. Prove to them your product or service can help by addressing the obstacle they face and how you can assist them, and put that information in the first few sentences. You’ll capture their attention more quickly and initiate the sales process before they browse the rest of your website.
 
Let Your Customers Speak for You
 
The decision to buy a product isn’t as simple as it used to be. Instead of going to a business to see or test out the product or service, shoppers trust their peers for guidance on what to buy based on their ratings and reviews. A recent survey discovered that 73 percent of shoppers look at reviews as an influential factor when shopping online. With that statistic in mind, consider including the most recent and encouraging testimonials on your about page to increase brand trust and reliability. Let customers do the bragging for you so you can show how valuable your product or service is to the market.
 
Hold Attention with Media
 
The about section can be so much more than the standard one or two storytelling paragraphs. Keep your audience on the about page as long as possible with attention grabbing images, videos or timelines. Feature photos of your staff, customers or a behind-the-scenes look at your business. Videos are a great way for users to get a feel for your company, whether that’s listening to experiences from your employees or watching what goes on during a work day. The more your audience can visualize your brand, the better.
 
Write for Your Audience
 
Imagine giving your “sales pitch” to customers face-to-face. What would you say and how would you say it to make them remember your brand? How you portray the company in person should be reflected on your about page. Write conversationally, as if you’re talking out loud to somebody. Give your content a friendly tone that makes users feel welcomed.
 
End Your Story with a Call-to-Action
 
You’ve written an amazing story and users are convinced your product or service is a great fit. Before they disappear into the rest of your website, keep them hooked by concluding with a call-to-action. What the next step is depends on your goals. If your objective is to increase leads, you’ll want to provide a link to your contact page or include a custom contact form right on the about page. If increasing sales is your top priority, include a link to your product page.   
 
Don’t forget to Optimize
 
Just like any page on a website, proper optimization is key to good user experience and readability. Using clear headings  can help separate thoughts and will allow users to quickly scan your page to find the most important information. Include the alt text for images, which lets users understand what the image is about (especially those who are visually impaired). If you’re linking to other websites, be sure the hyperlink opens to the external source in a new window. You don’t want your audience to leave your website completely and not come back.
 
Now that we’ve gone over these best practices, it’s time to give your about page the attention it deserves. Remember, it’s your best opportunity to show who your company is, so make it count. At Sage Island, we know that creating the perfect about section can seem intimidating. If you need help crafting your brand’s story, our content marketing professionals are happy to assist. Together we’ll tell the perfect story!
 
Mike Duncan co-founded Sage Island in 1997 and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/Sage Island.