Your company's website is an important digital asset that allows you to be discovered and connect with customers more easily.
One of the most important sections of your website is the About page, which introduces your business to the public. This page should offer insight to consumers on who you are and what you do, and provide a first impression that will welcome new customers.
Whether you're writing this important webpage from scratch or updating your existing one, experts shared their tips on how to set up an effective About page.
Set common ground for customers
You want to attract customers by telling them why you're the right choice, and relating to them on both a personal and professional level.
"Like every page on your website, the About page has one single goal: to convert visitors to leads," said Tim Cameron-Kitchen, founder of Exposure Ninja digital marketing company. "Use your story as a chance to explain to visitors why they should buy from you rather than your competitors."
You don't want to overdo it on the self-promotion, though: Rather than rave about how great your company is and why you're the best in the market, allow your experience and success to speak for you.
"Promoting yourself comes through showing off your passion and values," said Cameron-Kitchen. "Think about what is most important to you and your business, and what gets you excited about your market. Don't be afraid to be honest and let your passion show."
Set the right tone
Your tone has a major impact on the impression you give consumers. While you don't want to come off as unprofessional, you should write in a conversational tone that welcomes readers. Remember, your consumers are human, and you don't want to speak to them like they're robots who understand industry jargon.
"Try not to sound like a wise old orator – this can come across as boring and overly corporate," said Cameron-Kitchen. "Use the tone that you would use if you were telling a potential customer about your company in a face-to-face interaction."
"If you're offering a service that people will pay for, you have to come across as professional and trustworthy," added Kamran Mirshahi, founder of PPI claims management company Canary Claims. "Don't use slang or colloquial language. You have to be understood by everybody."
Keep it simple
You don't need an over-the-top introduction to lure in customers. Cover the basics in the most efficient way you see fit.
"The most important thing is to include what you do or offer," said Mirshahi. "Try and explain it as swiftly and simply as possible, so if people are quickly scanning your page, they know exactly what you do."
Don't feel the need to cover everything in your "about" page. "It's likely that people will have further questions, but these can be answered in an FAQ page or elsewhere," said Mirshahi.
Ask yourself what people want to know right away, and mention the most important things at the top of the page, he added.
Hearing what previous customers have to say about your company is a great way to recruit new ones. It offers an outside voice that assures people they are choosing the right business to work with.
Mirshahi explained that "having testimonials is crucial, as people need this to know you are a trustworthy company."
In a highly competitive business world, having supporters offer their praise might just be the extra boost you need.
For more tips on what to include on your business website, check out this Business News Daily guide.