![\"strong-about-page-personality\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2015\/10\/strong-about-page-personality.jpg\")
<\/figure>\n\n\n\nThe Biggest Mistake on About Pages<\/h3>\n\n\n\n
There\u2019s one hitch with this: It\u2019s not all about you. When visitors rock up to your about page, they\u2019re generally there because they\u2019re seeking a solution to a specific problem. So they don\u2019t want to wade through a load of egocentric nonsense to find out whether you\u2019re the right person to help them.<\/p>\n\n\n\n
Instead, when they land on your about page they need to see, immediately, what you can do for them and why you\u2019re the right person to do it. Which is why, in essence, [twitter_link]your about page is really more about your readers than it is about you.[\/twitter_link]<\/p>\n\n\n\n
Before you write a single word, you need to consider who your target audience is and think about your website goals. Once you\u2019ve got that firmly in mind, incorporate the following elements to create a strong about page.<\/p>\n\n\n\n
1. A Catchy Headline<\/strong><\/p>\n\n\n\n And I don\u2019t mean \u201cAbout Me.\u201d<\/p>\n\n\n\n You\u2019ll probably use \u201cAbout\u201d on your navigation menu, and that\u2019s fine. After all, the page needs to be easy to find. But once you have your visitors in the right spot, you need a catchy, benefit-driven headline that sums up what you\u2019re offering. Your headline needs to grab your visitors\u2019 attention and make them want to read on.<\/p>\n\n\n\n 2. An Introductory Section Focused on Them<\/strong><\/p>\n\n\n\n This is where your homework on your target audience comes into play. Your introductory section needs to address the reasons why they\u2019ve landed on your site, and focus on how you can help them.<\/p>\n\n\n\n You need to highlight what your site offers, and demonstrate how it will solve their problem or issue. And it needs to reassure them they\u2019ve landed in the right place. Dedicate this short section to your audience\u2019s objectives and challenges, and demonstrate you have their needs in mind.<\/p>\n\n\n\n 3. Your Story<\/strong><\/p>\n\n\n\n Now it\u2019s time to tell your story. Begin by explaining who you are and go into a little more detail about how you can help your visitors. Then move onto your backstory. This is vital because it helps you to earn their trust, plus you can use it to highlight the USP of your business.<\/p>\n\n\n\n Try to weave a good story that will build a connection with your visitors, and use a conversational tone\u2014dull, corporate speak will have your audience bouncing away in droves. Make it engaging; demonstrate an enthusiasm for your business and a passion for your work. Above all, let your personality shine through. And please, cut out the jargon!<\/p>\n\n\n\n Don\u2019t be scared to highlight a few bumps along the path to success, if you\u2019ve experienced any \u2013 people appreciate honesty and this will help to build their trust. And do use emotion-driven words\u2014help instead of assist, give instead of donate, etc.<\/p>\n\n\n\n 4. Visual Elements<\/strong><\/p>\n\n\n\n A picture is worth 1,000 words and can help to add to your story and your personality. Dull images of your office building are a big no-no. If you\u2019re a one-man band, a personal picture will help people get to know you and build trust and credibility. Or you could use engaging pictures of your enthusiastic employees at work\u2014anything to help to establish a personal connection with your audience (which is why stock photos are generally a bad idea here).<\/p>\n\n\n\n You don\u2019t have to stick to photos either\u2014incorporating an introductory video or an infographic of your company background will help to catch people\u2019s attention and break up blocks of text.<\/p>\n\n\n\n A quick word on color here too; your choice of colors will have a significant effect on your visitors\u2019 behavior and buying decisions. So choose your colors wisely and make sure they\u2019re in line with your branding to maintain consistency.<\/p>\n\n\n\n 5. Social Proof<\/strong><\/p>\n\n\n\n Word-of-mouth marketing is the very best kind, so don\u2019t forget to include some on your about page to prove you deliver on your promises. Add your client list, some testimonials from happy customers, or even a case study or two to demonstrate you practice what you preach. Reassure your readers, once more, that they\u2019ve come to the right place.<\/p>\n\n\n\n 6. Call to Action<\/strong><\/p>\n\n\n\n Don\u2019t forget to include a CTA at the bottom. Many people include CTAs on their landing pages and product or service pages, only to leave it off their about page. Which is madness.<\/p>\n\n\n\n You\u2019ve dedicated an entire page to build a rapport with your audience and detail your company\u2019s function and values, so this is the perfect opportunity to capitalize on that and add a subtle CTA. What you choose is up to you\u2014it could be an opt-in form, a link to your product or service pages, or you could ask them to subscribe to your blog. Whatever you choose, just make sure your CTA offers value to your readers.<\/p>\n\n\n\n When organizing your about page, ensure you include the most important elements\u2014your headline, introductory paragraph, and preferably an image\u2014above the fold. The aim is to grab people\u2019s attention and compel them to read on.<\/p>\n\n\n\n Your page should be carefully planned and executed to engage your visitors and demonstrate your values. Think like a storyteller\u2014make sure your story has a beginning, middle, and end, and that it reads in a logical order. And use your images to break up the text and keep things interesting.<\/p>\n\n\n\n Finally, don\u2019t simply write it and forget about it. Treat it as a work in progress. Check your analytics and look closely at the bounce rate, average length of time people spend on the page, and the volume of traffic it attracts, and continue to tweak it until it\u2019s performing well and drawing lots of free, organic traffic your way. And as your business grows and develops, remember to update your story so it remains fresh and relevant.<\/p>\n\n\n\n What elements do you include on your about page, and how successful is it in attracting new visitors and generating conversions? Tell us below.<\/p>\n","protected":false},"excerpt":{"rendered":" Your about page is one of the most important pages on your website. It\u2019s also one of the most difficult to get right\u2014a fine balance between introducing yourself to prospective customers and selling your products and services, but not driving people away by rambling on about yourself incessantly. All too often, about pages are thrown…<\/span><\/span><\/p>\n","protected":false},"author":297,"featured_media":13737,"template":"","resource-topic":[],"resource-role":[],"resource-type":[916],"class_list":["post-139662","resource","type-resource","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\n![\"strong-about-page-intro\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2015\/10\/strong-about-page-intro.jpg\")
<\/figure>\n\n\n\n![\"strong-about-page-visual\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2015\/10\/strong-about-page-visual.jpg\")
<\/figure>\n\n\n\nPutting it Together<\/h3>\n\n\n\n