8 Things You’re Missing On Your About Page

In today’s digital age, having a website is crucial for the success of your business. Websites give you the ability to showcase your products and services, sell products, provide access to information, ways to get involved and help customers decide whether they will buy from you or not. One of the most important aspects of a website is the About page. In fact, aside from the homepage, the About page is the #1 most visited page on a website. This means it gets a lot of traffic!

After many years in the web design space, we’ve seen the good, the bad and the ugly of About pages.

In this article we discuss the top 8 things you’re missing on your about page so that you can implement these suggestions, improve your website user-experience, encourage consumer trust and get more sales!

#1 Not having an About Page.

You’d be surprised how many websites don’t even have an About page. With an About page, you can take the opportunity to establish credibility and trust so that your clients know who they are doing business with. The page is a glimpse into? understanding the history and mission of the business. It is so important to establish a connection with your clients or customers.

People want to do business with brands that they can relate to and connect with on a personal level. So if there’s anything to take away, make sure you first have an About page on your site to begin with.

Already have an About page? Great! Keep reading to make sure you aren’t missing any critical content on it!

#2 Not listing both your first AND last name.

Founders, are you guilty of not including your last name? Many times, business owners are hesitant to include their last name on their website. They are concerned about privacy or feel that their last name comes off too formal. “Hey, I’m Jane!”, seems to appeal more than “Hey, I’m Jane MacDonald!”. But this is not true. In fact, listing your full name gives credibility to your company and reassures customers. This is because customers take risks when they purchase from a company they’re not familiar with. Therefore, putting your neck on the line – so to speak –? by listing your last name shows that you’re willing to have skin in the game. A website without your last name,? can lack credibility and not be taken seriously. In the end, you could lose potential clients.?

In addition, using your full name can help differentiate you from others with similar names or services. For example, when you search on Google for ‘Nicole + web design’, you receive hundreds of results across the world. But, when you search for ‘Nicole Hart + web design’, much fewer results appear and your site is more likely to reach top of search results. So, when your last name is used it makes it much easier for others to find you online through search engines and improves people’s ability to search for you and your company.?

#3 Not including team photos.

People want to know who they are working with. A picture of the founder or team helps personalizes the website and makes your company more relatable to your audience.

You should edit your own photos to match your brand’s visual identity and personality. For example, this can includes things like ensuring the background in your photos, clothing, and accessories, all match your brand’s colour palette. Or instead, editing your photos so that they are all appear in black or white or have a consistent photo temperature – warm versus cool. You may dress formal or keep it business casual but it really all depends on your brand and what you aim to communicate about your brand’s personality. These small details add up to communicate and establish a strong credible brand.

For an extra brand boost, consider getting personal or corporate branding photography done. These photos are not only used for your About page, but they can also be re-used to spruce up your social media posts, such as featuring you or your staff in guest podcasts, webinars, PowerPoint presentations, YouTube thumbnails and much, much more.?

The benefits of getting professional brand photography for your company has long term benefits.

#4 Not including your mission statement or values.

A mission statement helps communicate the purpose behind your work – it’s basically WHY you exist. Your mission statement gives visitors a clear understanding of what you stand for and what you aim to achieve.?

A mission statement is usually between 1 to 3 sentences, but should never exceed over 100 characters. Your vision statement is WHY and mission statement is HOW.

Here’s some examples of mission statements:

Apple: “To bring the best user experience to customers through innovative hardware, software and services.”

MEC: “We inspire and enable everyone to lead active outdoor lifestyles.”

MAC Cosmetics: “All races, all sexes, all ages”

Read the rest of the article here.