An effective About page is like a good icebreaker – it establishes instant trust, creates a connection, and shows respect and care for your audience. It’s welcoming, approachable, and confident. When someone encounters your business online, your About page serves as that icebreaker to help your audience get to know you. It conveys why you’re the ideal choice to address their needs, while also offering insights into what makes your business unique.
Your About page plays a crucial role in your conversion process. Typically, it’s one of the most visited pages on your website. When visitors arrive, they often explore:
- Your Home page for an overview.
- Your Offer page(s) to see if you can solve their problem.
- Your About page to determine if they can trust you.
- Your Results page to check if others have experienced success.
- Your Content pages, where they likely found you through organic search.
With the right structure, copy, and design, your About page could be the key factor that sets you apart from competitors. If it’s not done well, visitors may skim over it and miss the chance to see why you’re the perfect fit for their needs.
With that being said, there are some very easy mistakes to make whilst developing your about page. These mistakes can be the difference between gaining and losing a potential customer. So, let’s take a look at what these mistakes are so you know to avoid them.
7 biggest mistakes to avoid on your About page:
- Including dull or irrelevant details – make sure your About page gets straight to the point about why your audience needs your service.
- Using complex industry jargon that’s hard to understand – it’s important that everyone is able to understand what your business is about, not just industry experts.
- Presenting large blocks of text that appear overwhelming – breaking your text up into smaller, organised sections makes your text more accessible, and more aesthetic in most cases.
- Featuring amateur photography, video, or poor design – treat an About page like a portfolio page to sell your business, or service. Don’t let a low quality photo get in the way of a potential sale.
- Failing to showcase the founder or team behind the brand – people like to know the people they are getting involved with, it helps your company to seem more human and approachable. Don’t be afraid to show the great team you have.
- Missing an SEO opportunity with generic H1 headlines like “About Us” – use the H1 tag as an opportunity to showcase what you have to showcase!
- And most importantly…
An ‘About’ page isn’t just about you.
Everything on your About page should directly address your visitor’s needs and showcase your expertise as the ideal solution to their problems. It should present you and your team as trustworthy, experienced guides who are authentic, knowledgeable, and approachable.
Use the science of persuasiveness on your About page
Inspired by Robert Cialdini’s Principles of Persuasion, a well-crafted About page will:
- Highlight your uniqueness and value as a limited resource (scarcity)
- Showcase your expertise and authority in the field (authority)
- Align with and reinforce your overall brand message (consistency)
- Reflect your values and make your business relatable (likability)
- Provide social proof to establish credibility (consensus)
- Encourage a logical next step with a valuable offer (reciprocation)
Hero section principles for my About page
The first section of any web page is crucial and should:
- Make your audience the focus, not yourself—people care about what’s in it for them.
- Clearly state your mission and the deeper reason behind what you do.
- Feature your site-wide Call-To-Action prominently.
- Use impact metrics to establish your authority.
- Share your story through a video with B-Roll footage.
- Be intentional with every word and section of your About page.
Utilize good design, persuasive techniques, and readable copy to keep the body engaging. Whether you opt for a timeline format or a traditional layout, your goal is to keep visitors scrolling. Emphasize how you help your customers and why you’re a trusted authority. Highlight your history, awards, qualifications, accreditations, published works, customer logos, and social proof such as testimonials or before-and-after photos.
Essentials for every About page
Use concise text blocks accompanied by images or photos to highlight the following key sections about your business:
- Your Mission
- Your Values
- Your Story
- Your Unique Selling Point
- Your Team
Incorporate social proof throughout, such as key testimonials, before-and-after photos, images of awards and certifications, and pictures of you speaking at events.
Use a timeline to tell your story
A timeline format leverages the engaging power of storytelling to narrate the evolution of your business. It’s visually appealing on mobile devices and can feature trust-building elements like customer logos, business awards, and key achievements. Photos showcasing your journey over time add authenticity.
Present your timeline with images and milestones that highlight significant steps leading to where you are today:
- First Milestone: The moment your passion for your field began.
- Subsequent Milestones: Demonstrate your authority and credibility.
- Include social proof and impact metrics
- Feature accreditations, achievements, and awards
- Highlight media appearances and event participation
- Share personal challenges you’ve overcome
- Final Milestone: Your latest achievement, such as a new website launch, followed by a clear Call-To-Action.
6 great examples for About page designs:
- MaximumLawyer.com/about
- WareLandscaping.com/about
- TCBPodcast.com/about
- LearnJazzStandards.com/about
- DreamEngine.com.au/about
- NeoAgency.io/about
Additional aections:
After your timeline, consider including these sections if applicable:
- Team Overview
- Additional social proof
- Location details
Finish with a call-to-action
Conclude with a Call-to-Action section that provides visitors with a clear, valuable next step you want them to take. This is a great way to keep your customers after they’ve gone through your new and improved About page.
Your design is important
Your About page design should feature clearly defined sections that allow visitors to easily scan and find the content that interests them. For maximum engagement, ensure the design is professional and incorporates visual elements. Additionally, it should be visually appealing on mobile devices and load quickly.
People like people
Customers prefer to work with experts they trust to deliver on their promises. Make sure your About page clearly represents you and your values, focusing on how you meet your customers’ needs.
Ensure It’s easy to find
Make your About page easily accessible by placing it prominently in your website’s top navigation. Additionally, include links to it in a lower section of your home page to ensure visitors can easily locate it.
Take a look your About page
Take a candid look at your current About page. If it appears dull and unengaging, consider implementing the suggestions in this article, such as adding a timeline. Enhancing your About page could be the key to building trust in your brand and increasing your conversions.