A customer who views your About page will spend 22.5% more than one who does not. KoMarketing reports that 52% of users want to see the About page when they visit a website. This shows that your About page is a conversion gold mine — if done right.
An excellent About page gives prospects all the information they need to decide whether you are the right company for them. This is your chance to showcase your company’s strengths, so make the most of it!
Here are five elements that make an excellent About page:
1. A Solid Headline
An attention-grabbing headline that describes the potential value customers could get from doing business with you on your sales page, and other pages on your website are critical. But this also applies to your About page.
A headline emphasizing your company’s unique selling points will attract potential customers. So, do away with the generic “About Us” headline.
When crafting an eye-catching headline, make sure it’s short, concise, and captures what makes you different from the competition in a few words. Also, be sure that you’re speaking to the needs of your target audience. It should express what sets you apart and how to deliver value to them.
2. Your Story
Many companies try so hard to appear flawless that they miss the opportunity to form a connection with their customers. Storytelling is a highly effective way to do this. This is because brand storytelling creates a relationship between you and your audience.
It makes you memorable and helps you differentiate yourself from your competitors. Therefore, you can convert your audience into customers.
For example, this executive’s profile page is an excellent example of how sharing your story can help make a business feel more human — something clients always look for when considering a company.
A compelling company story includes who, what, where, when, and especially why.
3. Team Photo
If you’re looking to make your About page convert, a great team photo is also a great way to do it. It allows website visitors to put a face to the name, adds a personal touch, and can help build trust.
But don’t just settle for any old generic photo. Instead, make sure your team photo is lively and exciting.
Including props or bright colors can add an extra layer of personality that will surely grab attention.
If you have multiple team members, consider how you want them arranged in the photo. Do you want all eyes on one particular member, or do you want it to look more candid and natural?
Whatever route you decide, ensure each person looks engaged and friendly, so visitors immediately feel welcomed.
4. Social Media Links
More than half of the world is on social media, so if you don’t have social media links on your About page, you’re missing out on a huge opportunity to connect with potential customers.
When designing your About page, include links to popular social media platforms like Twitter, Facebook, and LinkedIn. Not only will these links help you build relationships with your current and potential customers, but they’ll also help you attract new ones.
5. Contact Information
You’ve given your visitors an excellent experience on your About page. They feel more connected to your business than 10 minutes ago, but there’s no way to close the sale if they cannot contact you. So, this is another critical element for high-performing About pages.
What type of contact information should you include? The minimum requirement would be an email address. But having other details like physical addresses, telephone numbers, social media profiles, and even a form where visitors can submit their questions or comments is also helpful.
Ensure that all the listed contact details are always up-to-date and easy to find so visitors don’t have to search your website to reach out to you.
Having clear contact information helps ensure that anyone trying to get in touch can do so quickly and easily without having any issues.
You should also remember to add a clear Call to Action (CTA) that tells the visitor what you want them to do.