As we spend more and more time on the Internet, it is undeniable that a website is a real asset for a company. So don’t underestimate the importance of your online presence, starting with your “About” page.
Whether your customers are visiting your site to find your new hours, browse your online store, or book an in-home appointment, a well-crafted “About” page sets you apart. Imagine this page as a tool allowing you to present yourself clearly to your new audience: you can showcase your store and show your prospects what sets you apart from others.
To learn more about the process of creating and optimizing an About page, we spoke with Vickie Carter, Writer at Vistaprint, and Mohamed Saidi, Digital Marketing Product Manager.
Vickie’s top tip? “This is the perfect opportunity to tell your story, but don’t forget your reader on the other side of the screen. Be sure to communicate the story of your company and the reason that motivated you to create it, while highlighting your products and services. »
Here’s how to get started.
Define your communication strategy.
When considering what to include on your About page, Vickie recommends remembering your elevator pitch. If you have limited time to introduce yourself and talk about your offer, it’s best to place this information at the top of your “About” page.
A well-written “About” page traces the origins of your business, its history, and your role in it. Vickie advises sharing the values and vision of your company and what characterizes it. All of this information will help your potential customers know if they identify with you.
Start with the basics.
Your “About” page should be the only place where your key business information appears. Along with your company’s story and vision, you should include essential information like your address and contact information so that you can be contacted easily. Vickie adds that this type of information is often overlooked, so be sure to include it when writing your page.
When you create an “About” section, make sure it’s a full-fledged page. Rather than using text on your homepage or a sidebar, Vickie and Mohamed recommend creating a separate page. Just add an easy-to-find link in your search bar or drop-down menu.
BLANK PAGE SYNDROME?
If you’re uninspired, Vickie suggests striking up a conversation with someone about your business. Save it, so you can listen to it later; you will realize the essential information, the questions people are asking, and what your potential customers would like to know.
Do a good deed:
there is nothing better than making a difference and feeling good about it. In recent months, businesses of all sizes have helped their communities.
Donating money to a local charity, hosting a free online course… Whatever its nature, a good deed is very beneficial. If you can, give back and choose a cause you care about.
Publish a post about your actions to encourage your customers to do the same and get people talking about you on social networks. People will remember what you did.
Use a pre-designed template.
We’ve just covered the basics, now here are the three key sections of an “About” page.
- A. Introduce your page with a line (or two) of introduction.
- B. Tell your story. Have you been in business for fifteen days or fifteen years? Either way, tell your future clients why you started, and what inspires you.
- C. Indicate the information customers need to make their decision. Consider including a contact form, store address, opening hours, and phone, all in one place.
Check out BonBon’s example: their “About” page includes all the elements to tell a compelling and informative story.
DOES MY “ABOUT” PAGE NEED TO BE LONG?
According to Vickie, it is necessary to privilege the reading time rather than the number of words. “If your page is too long, you will lose the interest of your customers. Post relevant information that they can read quickly before making their decision.
Focus on optimization.
An “About” section is a great way to optimize your website’s SEO. Do SEO research and incorporate relevant keywords on your pitch page.
Search engine optimization (SEO), helps ensure that your potential customers find your business when they use a tool like Google. So, if you are an interior designer in Montpellier and offer remote appointments, you should do some research inspired by these keywords and drag them to your “About” page.
You can easily add keywords to your about page (or any page!) using bullet points. Vickie also points out that bullet points are great for breaking up your content and breaking up long paragraphs, making it easier to read. Provide bulleted sections throughout your page and use them as keywords.
For example, you can create a list of the cities where you offer your services, or a list specifying your design specialties.
Practical ideas for your “About” page
- Introduce yourself.
- Indicate how and where to find you.
- Specify your contact details
- Take example.
- Take example.
- Be authentic.