What is the most visited page of a website, second only to the home page? If you guessed the about page, you were correct. According to Hubspot, the four most important pages to optimize for conversions are the following:

1. Home Page
2. About Page
3. Blog
4. Contact Us Page

The about page is often overlooked and ignored. When a website is built against a deadline, the about page is usually hastily put together, written against a deadline before your site goes live, and then forever ignored aside from posting a few staff pictures. Yes, staff photos and bios are an excellent tactic for this page - do keep those. But, if you think potential customers, investors, or candidates for hire care about your company's mission and vision, think again. First and foremost, visitors want to know how your services or product will solve their pain points.

After reading this blog, we hope you are inspired to take a few minutes to review your about page with these tips in mind:

Tips:

Remove "I" and "we": You might think this is counterintuitive; the page is about you, right? Not exactly. You can, of course, talk about your business, but you're not the focus of the about page. Your customer should be the focus.

Put your customer first:  The customer is the hero of every story and wants to trust you to provide solutions to their problems. Your about page is the perfect place to do this.

Share the benefits:  Customers don't want to know how something works; they want to see if it will help them. Talk about the benefits of your products or services. Don't talk about features; instead, focus on how someone will feel after they've purchased from your business.

Add some humanity:  Don't be afraid to show your human side. It doesn't mean you include your life story on the about page but share enough so that the customer can relate to you. Feature things like team profiles and images. Show your customers that you're human and gain trust.

Show the journey: Customers love to know that the business they're buying from will be around for a long time, building trust. Talk about what's to come, share your plans, and show how these plans will benefit your customer.

Use SEO: Leverage the about page if you have a unique value proposition closely tied to a keyword group.

Keep it brief: Put as many words on the about page as it takes to convert a visitor to take the next step: purchasing a product or service from your company. Google recommends 250 – 300 words per page.

Include evocative images: A picture is worth a thousand words. Choose one that represents your product line and evokes strong emotion within the business brand promise. 

If you are now inspired to update your about page and need help, we are here for you. Fill out the form below or give us a call to discuss and plan.

https://blog.hubspot.com/marketing/optimize-important-website-pages