Quick question – how do you take your coffee? Black? With milk or cream? Sugar or honey?
Possibly you’re a fancy flat-white person, you love the jolt of an espresso shot, or you keep it simple with a quick mug of instant?
Well, whatever kind of coffee you drink and however you prefer to make or buy it, I know we can both agree on one thing.
There are two things that ABSOLUTELY can’t be missed out when making coffee.
Those two things are 1) water and 2) coffee grinds.
I was reminded of this crucial fact this morning, when my husband forgot to put the coffee grinds in our coffee maker and we both ended up staring bemusedly at nothing but a pot of steaming water.
Hot water just wasn’t going to cut it.
And the same holds true for your company’s About page.
You can fancy it up and mix things around as much as you like there, but whatever you create, there are still some basic essentials that you can’t afford to leave out.
(Not unless you want your readers to feel as confused as we did, staring at that pot of hot water, at any rate…)
Here are your About page can’t-miss ingredients:
1. A short section near the top of the page where you clarify who you are, why you do what you do, who you help, and with what.
This is crucial because someone might arrive at your company’s website via a web page that’s not your Home page. (For instance, they’ll read one of your blog posts or view a product listing…)
If you do a good job, they’ll often then visit your About page to learn more about you. (Read Why your business needs a good About page for more about why so many people are drawn to About pages).
So it’s important that you clarify what you’re all about for them a.s.a.p. here, because you might not get another chance to communicate how your offerings are relevant to them.
Aim to create a summary that helps your readers feel confident that they’re in the right place (because what you offer meets their needs) and, ideally, also a sense of connection to you (because your company has a mission or “why” that appeals to them).
2. A longer section where you tell the story of how you got here and/or why your company came into existence.
You don’t have to share everything here. You don’t have to get super detailed. And your journey doesn’t have to be the stuff of legend, which filmmakers dream about and that would make an amazing biopic. We’re not talking that Russell Crowe speech in Gladiator.
BUT your company did come into existence for a reason, and your readers will absolutely be interested to know why.
3. A call-to-action.
This is the trick to getting your About page to convert. As website visitors are ALWAYS drawn to About pages, no matter what the website is or what it’s selling, you want to ensure that your company’s About page actually works for you.
Think about what you want your website visitors to do next, once they’ve read this page, and then arrange everything so that it’s exceedingly easy for them to do that. For instance, you could provide a link to your Services page, or a space where readers can sign up to receive your email newsletter.
These are the three CRUCIAL things to communicate.
But there are also a couple of pieces of bonus information that you might want to consider pouring into the mix.
– An image of you (if you’re a solopreneur), your company’s founders, or even your entire staff. This makes the page feel more personal and human (I love these examples by Thinx and Skillcrush, for instance).
– Testimonials from previous customers/clients. As people tend to visit your About page before they visit your Services page, why not show off the positive things that people or reviewers have said about you from the get-go?
And while I’m at it, here are some additional tips for your About page’s organization.
Because although I don’t believe in cookie-cutter web page templates or recipes, certain ways of organizing your content can definitely be helpful and get your creative juices flowing. Find out what these are here:
- Three engaging ways to open your About Page
- How to organize your About page in a way that makes sense
Thoughts? Ideas? Reactions? Cries for help? Hit me with ’em in the comments below!