The About page is a fundamental element of a business’s website design, but many business owners don’t give it much thought or attention. It’s tempting to fill out your About page quickly with an uninspiring bio and buzzwords like “innovation” and “excellence.” However, if you don’t maximize your About page’s potential, you’re missing out on a valuable opportunity.
Your About page is a vital digital asset and one of your website’s most frequently visited pages. Anyone who wants to learn more about your company will head to the About page. We’ll explain why an About page is a crucial content element and explore best practices for creating an About page that displays your business in the best possible light.
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The importance of your About page
You may wonder why so many people visit the About page. Shouldn’t they look at the services or pricing sections first, or check out your content and resources? The About page’s popularity makes sense for several reasons.
1. The About page fosters familiarity and trust.
When you meet a new person at an event, what’s the first thing you do? You’ll likely check for similarities and ask about their background, hobbies and more. You’ll try to discern whether their story is similar to yours. When you feel a genuine connection, you may consider investing in the relationship.
Similarly, when a prospect visits your website for the first time, they’ll head to the About page to determine if they can trust you. They want to know your brand story and see if you have the experience, knowledge and expertise to solve their problems.
At this stage of the customer journey, your prospects want to understand what you’re doing and why you’re doing it. If your About page includes elements of your mission statement or company vision, readers can determine if your business resonates with them and aligns with their values and needs.
