You know when you stumble across a new website that offers EVERYTHING you’ve been searching for? Maybe you found a blog post that answered every question you had about Austrian bird watching. Or you stumbled across the exact vintage sweater from last month’s Vogue.
You think, “Whoa… These guys are awesome! Must. Devour. Everything.”
But before you do—before you buy, subscribe or share—what’s the first action you take?
You click on that website’s About page.
You want to know if these guys are legit, trustworthy, interesting, honest.
You want them to hook you. It’s exhilirating to find a new obsession and, as humans, we’re always looking for those connections to our own lives. We’re begging to drop everything and get lost in the recessess of some new website.
But. If that About page is too short, boring, wordy, ugly or unclear? We exit. Never to think of them again.
Your About Page Is The Key To More Subscribers, More Traffic, More Press and More Dollars
A truly great About page:
- …grows your list by triggering reader obsession
- …directs new customers to your most popular products and services
- …immediately connects clients to your mission
- …increases shares with posts like, “CHECK OUT THIS WEBSITE I FOUND!”
Your website is the backbone of your business. And while you can waste money on advertising, SEO and newsletter promotions—without optimizing your already existing homebase, new visitors will fall through the cracks.
A sticky About page seals those cracks, ensuring your hard-earned traffic actually sticks around and hands you dolla dolla billz.
Want me to prove it with science?
Let’s say you have 5,000 monthly visitors. Each visitor, on average, is worth $5. If you could decrease your site’s bounce rate by just 5%, that’s an extra $1250 each month just from a single page! Not only does an engaging About page make you feel confident, but it actually helps grow your income through your audience addiction.
In fact, just last month I wrote an About page for a client and since then…
…the entire site’s bounce rate decreased by 10% and we DOUBLED the average time on site.
The problem is, most About pages suck.
They’re badly written, jargon-filled and lack sparkle. The more of these comapnies I work with, the more I realize how terrified they are to share their story.
So let’s get this out of the way:
Whether you’re a business, blogger or Etsy seller, how you articulate your story is the key to creating a loyal fanbase.
Without a sense of who you are and why you’re different, customers default to choosing whoever has the lowest price.
If you do nothing to your About page but include these 3 pieces of content below, you’ll be miles ahead of the game.If you do nothing else to your website, include these 3 pieces of content on your About page Click To Tweet
About Page Tip #1: Tell Visitors What To Do Next
Your About page is like a pretty Table of Contents. It’s the first place people look when they want to know what’s most important. Your job is to make that decision for them, preventing visitors from exiting too soon.
This page should contain everything about your business—from your origin story to photos of best-selling products.
The mistake most businesses make is though is that they either:
- Leave out this information, spreading valuable content across too many pages. (The more links you ask visitors to click, the more drop-off you’ll see.)
- Format it into one lonnnng piece of text that’s overwhelming to read.
You need a balance: A page optimized for “next steps” and designed for skimming.
Some ideas on what you can ask visitors to do:
- Read your most popular blog posts
- Check out your bestselling products
- Leave their email address to sign up for your newsletter
- Click on your top 3 services
Ask yourself this: What ONE result from your About page would make you over-the-moon happy? Great. Ask visitors to do that.What ONE result from your About page would make you over-the-moon happy? Click To Tweet
About Page Tip #2: Get Personal
We want to hear your story. Not every detail, but the sticky elemts that help us understand the importance of your work.
For example, instead of this:
“Umbrella Hat is an ecommerce marketplace for fitness enthusiasts. Founded in Seattle, Umbrella Hat is located in over 100 stores nationwide.”
“You know how important it is to get outside and exercise, but when it’s pouring rain and you’re cozy in bed, the last thing you want is to get soaking wet. But what if putting on a stylish hat could protect you from Seattle winters AND let you enjoy the great outdoors?
At Umbrella Hat, we believe nature is the ultimate healer and we don’t want to hide inside all winter. We spent decades designing our signature product—a lightweight hat that keeps you dry—so you can enjoy everything nature has to offer year round.”
I haven’t told you anything else about this company, just their stories. But you already have a first choice, don’t you?
About Page Tip #3: Don’t Withhold Social Proof
We all know the power of testimonials, but few people will click on a dedicated “testimonials” page. You want to immediately create trust, on the place people are actually looking. (Hint: It’s your About page.)
Great social proof encourages further time on site, so don’t hide great quotes deep in the recesses of your website.
Put your favorite testimonials on your About page. This will not only show you’re legit, but encourage people to find out what all the fuss is about.
15 About Page Examples to Inspire You
I’ve been screenshotting my favorites pages for over a year. As a gift, I put these into a swipe file for you to download. Inside you’ll find inspiration from Elsa Isaac, Smart Blogger, Isabel Foxen Duke, Groove, Femtrepreneur, Etsy, Elle & Co and more.
For access, fill out your details below and you’ll get the PDF sent straight to your email.