Beyond the Homepage: Crafting a Compelling "About Us" Page That Connects
When it comes to designing a website, it is pretty well-known what should be on your homepage, your contact page, and your services page - but what about the “About Me” page? Do you get personal or stay totally professional? Do you talk about what your goals are or only about what you offer?
Have no fear, your web-savvy designers are here :) When working with clients on their website development strategic plan, we tell them two things: be clear and be concise.
There is no need to go all the way back into your childhood and what made you decide to do what you do, BUT giving a glimpse of your personality is really important. Briefly touch on what your goals are and why you started this business/mission! Show some humor where and if appropriate, talk about your vision and values for the company or mission, and provide your audience with evidence of your uniqueness - what makes you stand out from the rest?
Next up - hit the critical high points: what do you offer and for who. Be specific here i.e. web design for online coaches, business coach for female entrepreneurs, etc. This will help your audience determine if you are the right fit for them (and if they are the right fit for you!) and give them an idea of what to expect when working with you.
Another important thing to do on your “About Me” page is to LINK TO EVERYTHING. Link to your services page when talking about what you offer; link to your contact me page at the end of your message; link to your social channels so folks can follow you and keep track of your updates. It is important to embed links on your pages throughout your site - this not only helps SEO but also makes it easy for the used to navigate your site without having to click a million times back and forth.
Lastly, be sure to put a photo or two of you on the page. People like to see people - especially when it comes to online business. Show folks who you are in a professional manner so they know you take their business seriously (and yours!) by putting in the effort to stand by your brand. It builds trust with your audience and allows potential clients to “put a face with the name”.
A rule of thumb we like to think about when working these types of pages is: what do YOU want to see when looking at someone’s bio? And when looking at a company’s bio page, what do you notice is missing that you wish was included (if anything)?
Continuously considering your audience’s point of view is critical to the design process - after all, they are the end and intended user of whatever your company provides!
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