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Unless you’re Google or Apple, not having an About Page on your website can be detrimental to your ecommerce website. According to Hubspot.com an About Page is one of the most important pages on most websites, offering an opportunity to introduce yourself and, most importantly, build ownership with the user. About Pages should offer a brief summary of your business as well as show personality. It’s important to keep this page poignant and factual without fluff or filler. Considering all the above factors can greatly improve customer interaction with your website, here are a few quick tips we’ve put together on how you can write a more effective About Page.
Show a Little Personality
An About Page on a website is a crucial tool in making a company more likeable. If customers like a company, they will support it. So put aside industry jargon and buzzwords and speak to your reader as you actually would in real life.
By using an authentic voice, your company will
come across as more endearing to the reader, and show the human element of your business. Try to communicate your businesses corporate culture and how it feels to be a part of your team. The goal is to create a rapport with visitors to your site.According to Amyporterfield.com establishing rapport between you and your audience, creates a bond that will help you convert leads into customers when the time is right. Keeping your about page content light and welcoming will make your company more approachable for users to your site. Remember, your About Page often serves as a point where people go to put your whole company’s vision together so be authentic as possible.
Catch The Goldfish’s Attention with Visual Aids
We are bombarded with so much information on a daily basis; it is no wonder the average attention span is less than eight seconds (one second less than a goldfish!). Instead of crafting an About Page that’s purely text, jazz it up by adding illustrations, videos and other imagery. A study done by D. R. Vogel G. W. Dickson and J. A. Lehman found that the human brain processes images 60,000 times faster than text, and 90 percent of all information transmitted to the brain is visual. In this example from GiftRocket.com; the whimsical graphics communicate to the viewer in a concise manner what their company is all about. Having an About Page that is visually appealing as well as it is informative, will lead to better customer engagement.
Facts Without the Fluff
The written content of your About Page should be concise and to the point. The five W’s (who, what, when, where and why) can serve as a guide on some elements to consider when outlining your About Page content.
- Who you are? – Include a short history of the company and make it interesting – everyone loves a good story. Talk about how the company started, the philosophy and mission, and how it has evolved to where it is today.
- What do you do? – Provide a brief outline of your services. Try to explain what you do in one short paragraph.
- When did you start? – How long have you been around? This can add credibility and trust in your company.
- Where are you based? – A general rule of thumb here is to display your company’s contact information.
- Why you are great at what you do? – How are you different from your competitors? Ask yourself why a customer should choose your product or service over your competitors.
With these tips in mind, you will be able to more strategically express what exactly makes your company relevant. Whether you’re figuring out the best way to convey your About Page or already have one, try implementing some of these ideas and you’ll be surprised by the positive response from users and increased website traffic.