You’ve heard the marketing mantra a bazillion times: people do business with people they know, like, and trust.
Nowhere is this truer than on your About Page.
When people click on your About Page, they want to get to know you. It’s a golden chance, and possibly your only chance, to impress them.
You must strive to woo them so they fall in love with you and your brand.
And, once they do, like and trust you enough to do business with you.
But that’s easier said than done.
The plain truth is most About Pages suck. They’re so bland and boring readers bounce off in a flash. More importantly, they don’t move the business goals forward.
Today we want to change that.
In this post you’ll learn five simple steps to crafting an About Page that pops, fizzes, and drives conversion.
Why Optimize Your About Page?
Your About Page is the second most important page on your website after the homepage.
In a recent study conducted by Huff Industrial Marketing, KoMarketing, & BuyerZone, 52% of respondents said the first thing they want to see when they land on a website is a company’s ‘About Us’ page.
This makes sense when you think about it. Nobody wants to give you money before they get to know you.
Failure to cash in on such huge traffic would be a massive error. Maybe more than that, sheer irresponsibility.
4 Burning Questions Your About Page Must Answer
A winning About Page answers four key questions in your reader’s mind:
#1. Who are you?
Say who you are in an engaging way.
#2. What do you do?
Say what you do in a clear and catchy way.
#3. Who do you do it for?
Say who exactly you serve.
#4. Why should I trust you?
Say why you’re qualified to serve your audience.
Remember, as you answer these questions, it’s not about you. It’s about your audience, or more specifically, the value you provide for them.
So, how exactly do you craft a high-converting about page?
Let’s get started.
#1. Punchy Pictures
Does your About Page need pictures?
Pictures don’t just serve an aesthetic purpose. There’s a deeper reason that impacts your bottom line.
LinkedIn data shows that having a profile photo can get you:
- 21x more profile views.
- 9x more connection requests.
- 36x more messages
Another research by Ok Cupid, a data loving dating site, revealed that essentially, the text is less than 10% of what people think of you. The rest, 90% is all about your picture and how you look.
So for more conversions you must have a picture. But not just any picture.
First, please smile.
A Stanford University study looked at how the expression of a person in a photo affected perception of “dominance” and “affiliation.” These are two metrics used by psychologists interested in social organization. Affiliation is a positive characteristic, indicating factors like friendliness, openness, and a need to interact with others.
Smiling images ranked high for both dominance and affiliation. That’s likely the quadrant most of us want to be in when viewed by potential customers.
Besides the scientific reasons, smiling is just cool. 🙂
Another important element is eye contact.
Would you buy a car from a salesman who can’t look at you straight in the face?
Of course not!
Avoiding eye contact can be deemed as a lack of confidence, or worse, outright dishonesty. Surely you don’t want your visitors to perceive you that way.
So it’s wise to use a photo where you are looking straight into the camera.
Viewers preferred photos in which the subject looked directly at the camera and rated those subjects as more attractive. Unless you’ve got a good reason to be gazing in another direction, look into the camera.
A good reason to look elsewhere is to look at the CTA, thus using your eyes as a subtle directional cue. Numerous studies show that people tend to follow the gaze of other people. Here’s an example from Word Stream of how to use eyes to guide visitors eyes towards the CTA and boost conversions.
Notice how the lady’s eyes are looking towards the CTA? This way, people naturally follow her gaze and focus on it. This increases chances of a sign-up.
Photos are powerful conversion triggers. Including an image of a company founder can shoot conversions by up to 35%.
You can go a step further and introduce yourself through video.
Videos are pictures on steroids.
They can get you better results, if you know how to use them.
It’s crucial to test the right video length for your audience otherwise people won’t watch the whole of it.
As a general rule, shorter is better. Mini Matters, a video production and marketing company found that the average length of the top ten most popular YouTube videos was 4 minutes and 20 seconds.
Top copywriter, Ray Edwards uses video in a smart way.
The video is fascinating, focused and less than 5 minutes long. Plus, it’s well complemented by text.
If you chose to use video:
- Keep it short – 5 minutes or less. If you make it too long, people won’t watch it. Period.
- Make it interesting – a ho-hum video will only increase abandon rates. Not the type of gain you want I presume. 🙂
- Support it with text – video alone is not enough. Since you can’t cram everything you do into a single video, you should complement it with text.
- Set expectations about length – Include a thumbnail along the lines ‘get to know me in 3 minutes’ or put a timer. According to Idea Rocket this has been shown to reduce abandonment rates and raise engagement levels.
#2. Potent Copy
A common mistake companies make with their About Us pages is loading them with gobbledygook and business mumbo jumbo.
The desire to sound ‘business-like’, whatever that means.
High-sounding pompous jargon confuses people or turns them off. The graphic below shows the results of an interesting research to discover the most popular Gobbledygook phrases used in business communication.
Here are the top 15 phrases you must avoid according to the survey results:
- “next generation”
- “world class”
- “easy to use”
- “cutting edge”
- “mission critical”
- “industry standard”
- “best of breed”
- “enterprise class”
- “user friendly”
To counter jargon, write simply so people get you without cracking their heads. Use everyday language as Sam Ovens, a leading consultant does.
He tells his story in a simple yet engaging laid-back style. He uses contractions and pronouns to create an intimate tone and bond with readers easily.
Another proven way of making visitors fall in love with your brand is injecting humor into your copy.
According to Edutopia, an educational research blog, humor:
- Activates the brain’s dopamine reward system, and cognitive studies show that dopamine is important for both goal-oriented motivation and long-term memory.
- Increases joy. This enhances the chances of the person acting in a way that pleases the source of joy…that’s you.
- Builds a sense of community by lowering defences and bringing individuals together.
Also, write with personality.
For conversion sake, write with vim, vitality, and oomph.
This is not the place for a dry thesis style.
Be you. That’s what draws people to you and differentiates you from the competition. This doesn’t mean you have to be wacky.
Just be yourself in a way that truly represents your brand and what you do. Branding expert Hillary Weiss is a superb example of this.
How’s that for copy?
Lively. Magnetic. Unforgettable.
Introduce yourself memorably. It’ll make visitors stay on your page. More importantly, they’ll remember you even after they’ve left the page when they’re ready to buy.
Personality-filled copy is a branding tool.
Once you’re done writing your page, optimize the content so it shows up in search engines when people search for you.
Massage your target keyword into these strategic areas:
- The body.
- Your Name.
Use this handy keyword density analysis tool to get the optimal keywords on your page. Done well, this can get you organic traffic over time. Pat Flynn’s About page for example ranks second and generates 1,000+ organic visitors a month.
Do the hard work with your copy. It’ll pay off in a big way in time.
#3. Smart Design
Clever design is an integral part of a high-converting About Us page.
Do all you can to make your page visually appealing. The brain processes visuals 60,000x faster than it takes to decode text.
Statistics published by Hubspot have shown that when people hear information, they are likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
Help Scout strike a balance between images, video, and text.
People don’t buy from anonymous brands. They buy from people.
By presenting smiling faces of their team, Help Scout becomes a real living company, not a faceless brand. People can relate to them.
Many big brands miss this so they remain distant.
Are you concerned visitors may be overwhelmed by too much info? That’s a valid concern since attention spans have shrunk to a mere 8 seconds.
Then go for the minimalist design.
It enables visitors to quickly skim through the page and get the info they want fast.
Hubspot nailed this approach.
They tease readers with delightful tidbits of copy and super-short but engaging videos. Plenty “learn more” buttons are sprinkled liberally throughout the page so visitors can dig deeper if they want to.
Ultimately, the page caters for both casual scanners and serious readers.
Use big typography to draw attention to crucial page elements like headlines and subheads. Swedish web designer Gummisig uses bold typography to draw potential leads into his page.
The unique overhead shot adds more visual appeal. As expected, overall, the page is very luminous since it’s a designer’s. Surely, if you were his prospect, you’d be seduced by his work, wouldn’t you?
Lesson: design your page in a way appeals to your audience.
#4. Clever CTAs
Every online page needs a conversion goal.
Your About page is no exception. But selling is not one of the goals.
Why is direct selling on your About Page is a big foul-up?
Simply because it’s too early in the buyer journey to ask for the sale.
Prospects are just starting to know you. They’re at the awareness stage, the first stage in the conversion funnel. Trying to sell them at this point is a jolting experience for them.
While you shouldn’t sell, there’s so much you can do to convert the traffic.
You could ask visitors to:
- Sign up for a free trial
- Fill in a form for a quote
- Download a report
- Have a look at your product offer
- Apply for a job
- Call or email you
- Read case studies
- Join your email list
Craft an effective CTA around your conversion goal.
First, some basics about CTAs. CTAs are big, bold, and beautiful buttons. If you make yours small, unclear, and ugly, you’ll decimate your conversions.
Here’s a well-designed CTA, from Blog Tyrant, a blog that teaches blogging as a career.
First, it’s placed in the right context. It appears after the page has explored the benefits of being a subscriber. Next, it’s a big striking button. Finally, it includes social proof underneath.
There’s a big temptation to make your CTA clever or cryptic.
Be clear what you want the reader to do.
Lead with a strong forceful verb that inspires quick action.
Do you want readers to fill a form, download a free report or register for your next webinar? Ask for just that simply and plainly as digital copywriter Jacob McMillen does.
The CTA “Download The Guide” is simple, direct, and forceful.
Focus on how the desired action will benefit your reader.
Show her what she’ll get immediately after clicking the CTA and she’s more likely to go through with it.
To maximize conversions, position your call to action strategically.
Strike at the right moment and in the right places. Don’t demand reader action too early or too late. Too early, and your reader may not be ready to act. Too late and she might be long gone.
Quality Stocks saw a 158% increase in subscriber growth when they added the popup on their About page with a simple CTA “subscribe now”.
While the figures are impressive, the call to action could have been better. The word “subscribe” is generic. A more descriptive benefit-orientated phrase could have been best.
There’s so much more to crafting a high-converting CTA. Dig deeper about writing effective CTAs that drive action in this post.
#5. Authority pointers
People want to know if you’re worthy of their business.
With so many competitors vying for the same market as you, you have to work very hard to prove your authority so people choose you.
Here are 4 proven ways to show people you are reliable.
First, include customer testimonials. Don’t go on and on about how awesome you are. Let your customers sing your praises. Consider these startling stats from a Search Engine Land survey report:
- 88% consumers trust online reviews as much as personal recommendations.
- 72% of them saying positive reviews and testimonials make them trust a business more.
The point? Ignore testimonials and you’ll miss out on a huge chunk of business. CRO agency, Conversion Sciences, incorporated testimonials well.
Notice how they include headshots of their clients. It makes the testimonials real. They also used bold letters to draw attention to their accomplishments.
To supercharge testimonials, use influencer testimonials. MuseFind found that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.
I know you’re aware of how to ask influencers to recommend you.
That’s not what I’m talking about.
There’s a sneaky, yet equally powerful way. Take full advantage of moments when powerhouse brands speak well of your brand.
When Aaron Orendorff, Editor In Chief of Shopify, and Top 10 Forbes Marketer complimented a guest post I’d written, I cashed in.
How you’re asking.
I turned his blog comment into an endorsement of my writing pedigree. It’s proudly displayed on my About Page.
Does this impress my audience?
If a man of Aaron’s stature thinks my content is good, would-be customers can trust me with their business without giving it a second thought.
Another way of using social proof is to display the impressive results you’ve produced over the years in numbers.
Numbers don’t lie.
When you put numbers on the table people take notice. The reason is simple: you’re not just making empty claims, but speaking irrefutable facts.
Don’t be scared people will think you’re a blowhard. It’s not pride if you did it.
Smartblogger, a blog that teaches bloggers how to get traffic and make money through their blogs, do a stellar job with numbers on their About page.
Note the jaw-dropping results they’ve achieved:
- 13k subscribers before launching.
- 100k email subscribers.
- $100k worth of business a month.
- Posts that have attracted “thousands upon thousands” shares.
These head-turning numbers build an unshakeable trust in the company. No doubt, they’re qualified to help bloggers build a popular blog and make boatloads of cash from it.
You can also showcase your authorship credentials as entrepreneur and business coach Marie Forlio does.
Her widely popular book promptly bestows three things on her:
Authority. Credibility. Expertise.
All in one deft touch.
Make no mistake about it: being a published author makes visitors trust you more. No wonder people love to say in awe, “She’s an expert. She’s written a book on it you know!”
Be warned though: it must be a niche-related book. So referencing your dog training book on your corporate finance site won’t boost your trust ratings. Jus’ saying!
Henneke Duistermatt, of Enchanting Marketing underlines her authority by displaying logos of A-list blogs she’s been featured on.
By listing 14 of the best of the best blogs she’s written for, Henneke triggers authority by association. Her prospects cannot but place her at the same level. Chances of them asking for her services skyrocket.
Here are other ways of leveraging social proof.
- Display any media mentions.
- Mention industry conferences you’ve spoken at.
- Name big brands you’ve served.
Once people see you’re the real deal, you’ll close more deals!
Optimizing your About Page – One Tiny Detail With Massive Conversion Impact
Include your address and contact details.
Including your contact puts people at ease and assures them you’re not a scammer.
Actually, 51% of people think “thorough contact information” is the most important information missing from many company websites.
Moz suggests the following contact details tips.
- If you don’t want to disclose your full address, at least state your city or town. Potential customers are not so likely to get in touch if you’re less than forthcoming about your location.
- Make certain your contact details are up to date. Sounds obvious, but having an out-of-date telephone number or email address could not only lose you a sale but might also send alarm bells ringing.
- Your contact details should also include social handles if applicable.
An About Page is not a do once, set and forget thing. It keeps evolving.
Don’t depend on guesswork or simply do what you like. Keep testing and tweaking until you find what works for you and your audience.
A well done about page:
- Establishes rapport between you and your audience.
- Increases the number of prospects that reach out to you.
- Boosts your credibility in the eyes of your audience.
- Grows your list as people seek to stay connected to you.
- Nudges prospects a step further down your funnel.
- Brings much-needed organic traffic to your site.
It’s time to revamp yours and reap the all these scrumptious conversion benefits.
So, tell me, what are your About Page conversion secrets?
Qhubekani Nyathi aka The Click Guy is an irresistibly handsome (wife’s baseless claims!) freelance copywriter and long-form content strategist. He helps SMBs rapidly grow their income and impact through actionable long-form content that ranks high, builds authority, generates tons of leads, and drives sales. He is a contributor to top blogs like Crazy Egg, Tech Wyse, Conversion Sciences, and Mirasee.