7 Tips to Write a Perfect About Page
“About” page is most visited page of a website which also behaves as public face of any company, organisation or individual. The About page is describing your background, what you do, most crucial thing is why visitors should take your services or product from you. Creating a perfect "about" page is an art.
Please review the following 7 tips to make sure you are building your "About us" correctly:
- Make it visible
- Make it simple
- Include the Most Important Information at the Top
- Make it Scannable
- Reflect your Organization’s Personality
- Use Multimedia to Enhance your Story
- Update your Content
Website creators often hide the "About Pages" link at the bottom of the home page in tiny, small fonts if they don't have it on the home page. The location of the About page tab should match its importance level. Think this way: Visitors to many of your sites are looking for your company, non-profit organization, club, etc. We also know that more than half of web visitors spend less than 15 seconds on the site. If you can't easily access the information they want, they will quickly leave your site. You can always pin them by adding a short "About" section to your homepage or by adding a clear link to the top navigation bar of your homepage.
Some people become very creative by naming the "About" page, calling them "Our Journey, Nuts and Bolts or some other clever phrase. Resist this temptation! Visitors especially those who are unfamiliar with your business do not intuitively associate these names with the information they need. "About", "About us" or "our story" is the best.
Your company history, employees and expansion plans are all interesting indicators, but for first time visitors, they are not the most important information. These users are looking for answers to three main questions: “who are you?”, “What is your job? What business, service, etc. do you offer?” and “What can you do for me?”
You should be able to answer these questions in a short "elevator tone" (two to three clear, non-technical sentences). This high-level summary should appear at the top of the About page. A short introduction is the most important part of any "about" page, and maybe even your entire website.
The high-level summary may be the most critical part of the About page, but it is not the only information that describes your identity and the services provided. Supplementary materials are good, but only if they appear in an easily digestible form under a clear heading. These will vary depending on the type of organization and task, but common ones include “Our History”, “Our Staff”, “Our Product/Services” and “Success Stories”
You can use columns to add these sections with a friendly team photo or company image. These sections are also a great place to provide hyperlinks to other related pages on your site where visitors can get more details about a topic, product or service that they are interested in.
Readers will know who you are by what you say and how you say it. Make sure your website's tone matches your corporate personality. For example, the mood of a trendy coffee shop's website will vary greatly from the research institution's website. Just like the website of the local comedy club is much easier than the website of the local hospital. It can sometimes be helpful to start by listing words that describe your organization and its overall atmosphere. Let these words guide the content, tones, and styles of the "About" page.
Web text is important, but enhancing copies with photos, videos, and graphics can make it more powerful. Try to supplement your elevator spacing with a short video that shows the actual work of your company. Or describe company history through an interactive timeline. Includes photos of employees and products, or short video interviews with company leaders or customers. And graphically illustrate your sales growth, impact or complex processes such as supply chains.
Your business or organization will inevitably evolve over time. Your "About" page should also be like this. Be sure to check your content at least every six months and update it to make it timely, relevant, engaging and faithful to your mission.
The About page is the cornerstone of any active website. To successfully build a website, you still need a lot of other components, but with these tips, you will begin to lay the right foundation.