How to create an About Page on your website? Indeed, About pages have manifold roles. Their potency, however, is anchored in their alignment with a precise purpose and the tailoring of their design to serve that purpose. Your About page, a virtual gateway, presents an ideal arena to entice collaboration with or employment at your establishment. Below, we delve into optimal strategies for About page design, oriented towards achieving these diverse objectives.
The echoes of Michael Jackson’s environmental concerns resonated in his hit “Earth Song.” Yet, for those traversing the website creation journey, Michael’s impassioned “What About Us” refrains might as well reference the challenges of crafting a captivating ‘About Us’ page.
Consider this: a well-crafted ‘About Us’ (or ‘About Me’) page acts as a firm handshake, akin to a charming opening line at a networking event. On the flip side, a lackluster rendition can leave a stain on your metaphorical jacket or an unsightly parsley fleck wedged between your online teeth. This page, a digital window into your enterprise, unveils your business’s prowess, imparts essential details about your pursuits, and encapsulates your company’s distinct identity. But fear not, for navigating this process is as feasible as erecting a website when you adhere to the nine steps delineated in this composition.
Explore the following nine pointers, designed to help you forge an exceptional ‘About Us’ page while simultaneously embracing stellar web design principles:
1. Blueprint Your ‘About Us’ Page
Much like architects don’t haphazardly stack bricks prior to drafting a meticulous blueprint, your ‘About Us’ page deserves a coherent plan before being inundated with content, resembling a concrete mixer in action. This page is prone to devolving into the website‘s leftover scraps, resulting in an incongruous conglomeration of content devoid of cohesion.
When delineating your ‘About Us’ page’s structure, premeditate:
- The kind of information to include—deciding on what to share and omit.
- The intended structure—how to distribute strips, images, paragraphs, etc.
- The stylistic representation mirroring your company’s ethos.
- The selection of suitable photos.
- The possible integration of videos.
- The seamless linkage between the ‘About Us’ page, other site sections, and social
2. Narrate Your Journey
The About page provides an exceptional conduit for forging a personal link with potential patrons. It’s here that you unfurl the raison d’être behind your endeavors. Ponder over the driving force propelling your actions—does it entail an ardent commitment to refining your industry, elevating your product, or even reshaping the world? By peeling back the layers, and exposing your fervor, you’re bound to kindle intrigue that beckons collaboration.
A prime instance is found in the tale of Nick Braun, the visionary behind Pet Insurance Quotes. Beyond the standard components—contact information, confidence-infusing industry accolades, and call-to-action prompts—Braun’s About page shines due to his personal saga of rescuing a furry companion. His tale recounts how he and his spouse embraced their canine companion, Beau, kindling a quest for adequate insurance. This journey served as the catalyst for Braun’s website, devoted to easing the insurance selection process for pet parents. Braun’s narrative articulates a motive, fostering a connection with his audience through shared experience and empathy.
3. Present Moment Perspective
While showcasing your origins carries merit, neglecting your present endeavors is unwise. The textual narrative should portray progression and evolution, unfolding from your inception to the current juncture. However, while spotlighting your recent activities, exercise discretion to avoid divulging information that might repel potential patrons.
Avoid showcasing projects that could send viewers elsewhere, refrain from disclosing excessive details about past clients (even if permitted, veer away from portraying your company as indiscreet), and abstain from hyperbolic descriptions of your offerings. Rest assured, Sting, Oprah Winfrey, and Queen Elizabeth did not declare your foot lotion the pinnacle of their existence.
Leverage the ‘About Us’ page to elucidate your offerings. Even if your site encompasses exhaustive product and service reviews, this page is an apt canvas for a succinct, lucid summation of your business’s undertakings, alongside a compilation of its myriad merits.
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4. Cementing Trustworthiness
Chris Brantner discerned a unique marketing avenue within the About page. Rather than crafting a humdrum “About Me” spiel for CutCableToday.com, he conceived an alluring entry point for prospective customers.
At the outset, the page dons a banner that cements trust. It’s a visual testament, validating the website’s status as a reputable industry authority via its extensive media coverage. This strategy lays a foundation of trust, paving the way for Brantner’s vibrant and conversational prose that showcases his personality. He perceives this page as a branding asset, enabling readers to familiarize themselves with the site’s mascot and the face behind it all—himself.
Brantner intuitively grasps that visitors to the About page already harbor a measure of interest in the product. Their quest revolves around seeking reassurance that they are dealing with a person they resonate with. Following trust-building and rapport-establishing segments, the page culminates with a contact form, driving user action by coaxing clicks on internal links, thus fostering a journey deeper into the funnel or, as a last resort, inspiring an email to maintain the interaction’s momentum.
5. Showcasing Satisfied Customers
The adage “Seeing is believing” aptly encapsulates the power of testimonials and online reviews. These elements wield significant influence, with their efficacy firmly rooted in their empirical grounding. Your About page presents a prime canvas to exhibit your portfolio while spotlighting contentment emanating from your client base.
A sterling exemplar is Pet Checkers, a UK-based enterprise connecting pet owners with pet care professionals during vacations. Departing from their four-legged companions can evoke anxiety, with pet parents yearning not just for their pets’ safety but also for their affectionate care. Trust-building in this sphere is no small feat. Pet Checkers, however, adeptly tackled this challenge by imbuing their About page with a welcoming, personal aura. Employing actual images of pets in their care, they curate an atmosphere of warmth and familiarity. Additionally, the page introduces staff members, fostering the impression of a pre-existing connection.
This approach yields resounding success, evident in the page’s exceptional click-through rate to the contact page. Ben Doyle, the owner, explains that the About page not only forges a sense of closeness but also lays the groundwork for familiarity before any direct engagement occurs.
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6. Master Your SEO Fundamentals
The ‘About Us’ page isn’t quarantined in an isolated dimension, divorced from your site’s broader context. Assure that the page contributes to your site’s ascendancy in search results. Standard SEO—Search Engine Optimization—principles hold true in this realm:
- Deploy relevant keywords judiciously, avoiding excessive force.
- Optimize images and videos.
- Foster Google-friendly text and site structure. An extensive guide to bolstering SEO in under an hour is accessible here.
7. Interlink with Social Channels
Don your virtual superhero persona—retrieve that red and blue attire from your closet and dub yourself Peter Parker—prepare to weave a social web! While the Contact Us page customarily houses links to Facebook, Twitter, LinkedIn, and more, the ‘About Us’ page is no barren terrain for such links. Demonstrating an expansive social footprint remains integral to your enterprise’s image. Peruse striking Contact Us pages for inspiration.
Equally vital, ensure that your About sections on social platforms aren’t the product of mere copy-paste artistry. While content needn’t deviate drastically, customization attuned to each platform’s nuances is prudent.
7. Flaunt Your Esteem
Even if modesty dictates your everyday demeanor, unleash your company’s prowess without restraint. The ‘About Us’ text isn’t a mere promotional vehicle; it serves as a conduit to present your company in an affirming light, accentuating your unique offerings, and instilling confidence. Achieve this through:
Customer Reviews and Recommendations—Reviews are potent tools for substantiating your business’s trustworthiness and reliability. Beware, though, as reviews can become double-edged swords. If apprehensive about a critical review marring your record, opt for glowing reviews or curate positive mentions on social platforms.
Testimonials—Distinguishable from reviews, testimonials comprise detailed, candid customer statements, available in textual or video format. These potent endorsements enhance your brand’s credibility, especially when accompanied by customer names and photographs.
Media Coverage—Finally, media appearances add the finishing touch. Familiar “As Seen on TV” sentiments still hold sway, effectively positioning your company as a dependable, trusted entity.
8. Infuse Visuals: Photos and Videos
This is uncomplicated. Incorporating photos and videos imbues your narrative with essential visual elements. Moreover, findings from neuromarketing studies attest to the humanizing effect of visual content on your brand, fostering trust. Visual media bridges the gap between your team and visitors, humanizing your business.
Optimal practice dictates that real workplace photos and videos assume prominence, shunning glossy, monotonous stock imagery that reeks of artifice. Should you lack photography prowess, seek the counsel of friends and colleagues. The outcome needn’t rival award-winning photographs but should boast an aesthetic appeal.
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9. Embrace Your Team
The significance of introducing your team cannot be overstated, particularly in sectors where prolonged interactions occur between individual staff and clients. If your enterprise falls under this purview, whether it be a law firm, design agency, or similar entity, sidelining your team is a misstep of considerable proportions. Cultivating a transparent, open relationship with your clients is contingent on showcasing your team’s accessibility.
TunnelBear, a company sporting a grizzly bear mascot, demonstrates an innovative take on team introductions. Rather than traditional photographs, they crafted grizzly-themed illustrations that reflect the unique personalities of their team members. This touch endows a warm and inviting aura, evoking a desire to collaborate with a group that exudes camaraderie. TunnelBear concludes with a call to potential recruits, providing a link to their jobs page.
10. Convey Your Brand’s Voice
A distinct tone characterizes your content—a language that resonates through your text, design, social media posts, and yes, even the savory residue left on your keyboard (with the exception of culinary preferences, which remain private). Exemplars from Wix‘s repository illuminate this phenomenon.
Harmonize the ‘About Us’ page’s tone with your established brand voice. Ponder the most fitting writing style beforehand. Naturally, a small-scale financial consultancy should abstain from adopting the vernacular of a more informal sphere. Conversely, eschew legalese when delineating the ventures of your novel food truck. Scrutinize the atmosphere you aim to cultivate and ascertain its potential to bolster your enterprise.
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11. Vanquish Typos and Syntax Errors
True, this recommendation holds universally true for writing endeavors. Yet, the temptation to bypass re-reading after days of exhaustive ‘About Us’ page crafting is palpable—succumbing to the urge to punctuate your work with a final period, hit publish, and indulge in the latest Game of Thrones episode. However, the significance of revisiting your prose cannot be overstated. Devote 15 minutes to revising your content, reaping dividends akin to an investment in the early days of Steve Jobs’ garage-bound efforts. Further, capitalize on tools such as Grammarly, safeguarding against errors in times of need.
12. Spotlight Your Achievements
Our own About page at HostGator serves as a testament to the merits of highlighting achievements. We chronicle our company’s developmental milestones, enabling clients to partake in our triumphs. This not only cements our credibility but also underscores our industry longevity. The narrative traces our growth from a singular office in Houston to an international presence, serving over 2 million clients. Culminating with a link to our Careers page, this approach invites prospective employees to envision their journey within the HostGator realm.
13. Infuse Data and Infographics
Consider your audience. Spare them the ordeal of navigating through extensive blocks of text sans visual respite. Just as runners receive water bottles during marathons, serve your readers with breaks—incorporate intriguing data via visually captivating infographics and illustrations. Icons, akin to accessories accentuating one’s attire, enliven your text’s visual appeal. If photography isn’t your forte, fret not; peers and colleagues can provide support. The end result should be aesthetically pleasing—championing aesthetics, not necessarily award-worthy aesthetics.
Perceive these strategies as a beacon guiding you toward a compelling ‘About Us’ page. Grasp these precepts for their merit:
- Layout your ‘About Us’ page strategically.
- Illuminate the present moment in your narrative.
- Foster congruence with your brand’s voice.
- Harness visuals: photos and videos.
- Exorcise typos and grammatical errors.
- Master the SEO essentials.
- Forge links to social channels.
- Flaunt your company’s esteem.
- Infuse visuals and data.
Let these instances of About pages ignite your creative spark! While assembling your own About page, commit to the following precepts:
- Narrate your journey.
- Spotlight your customers.
- Foster trustworthiness.
- Showcase your accomplishments.
- Introduce your team.
- Infuse your brand.
- Cultivate a vibrant ambiance.
Remember, infusing an element of enjoyment elevates the journey, endearing your About page to those who traverse its contours.