For most small businesses, the #1 most visited web page (aside from the home page) is the About page*. As I’ve been teaching and preaching for years – our Facebook culture drives us to want to know the people we do business with every day. Having a great About page allows visitors to peek behind the curtains and see who you are and what you’re about…and that can create a huge advantage for your small business!
Here are three quick tips for turning this high-traffic page into a relationship-building, lead-generating tool:
1. Introduce yourself and your team. It sounds obvious, but I can’t believe how many small business About pages don’t mention any names or share any faces. I assure you, visitors aren’t popping in to read a marketing brochure. Be sure to clearly define who you are and what you do. Nice-quality photos and a touch of personality make doing business with you more about YOU and less about business. Captivate them with a well-written story and help them smile, dance, or relate to you in some way.
Example: Check out how CGVisions used pictures to convey personality (move your mouse over the images to see what happens.) Read a few bios and you’ll discover a bit about each team member’s personal life and values too.
2. Speaking of you, make sure you make it about them too. Make the connection between your story and their needs. Start to build the foundation for a long and wonderful relationship. Visiting your About page should inspire, equip, or encourage them in some way.
Example: I love how the author at www.aPassionateParent.com tells her turning-point story and connects it to emotions all moms face at one time or another. She shares her intimate failure and recovery to inspire hope in her visitors. If you’ve ever experienced ‘that moment’ – you instantly relate to her mission.
3. A clear call to action. Actually you should have multiple calls to action to serve visitors who may be ready to buy right now – and those who like you, but won’t need your services for days, weeks or months. Here are several C2A ideas:
- Where to go or what to do next to hire you – the most important C2A!
- An invitation to subscribe to your newsletter.
- Valuable information in exchange for their contact information.
- An invitation to connect on social media.
- Multiple ways to contact you – including email, site comments and social media.
Would you like feedback or an idea or two for your About page? Post a comment below and a link and I’d be happy to share a suggestion or two. I welcome your feedback on mine too.
*Be sure you have access to your web traffic results. If you don’t have Google Analytics (or a similar service) set up yet, your hosting service may offer some results too. Contact your site designer for help.
And finally – before you go, here’s an important call to action you should take advantage of now – and include within your own blog post footers: