Many website owners either underestimate the importance of their “About” page, or they just neglect it while designing their entire website, so when it’s actually published, they forget about it entirely.
The About page is actually an important part of a user’s journey, especially if you have yourselves an eCommerce store.
This page needs to be convincing, compelling, and warming up for a potential conversion. There are lots of potential questions that need to be answered on this page, such as:
“Why should you trust us?”, “What made us do this and not that?” and so on.
Essentially, your about is the only place you talk entirely about yourself or your brand, and you attempt to introduce yourself to the viewer.
That’s why it is very important if you have overlooked creating your About, that you go back and review it, perhaps re-design it.
In this article, we are going to discuss three tips on improving your About page.
Why is the About page so crucial?
About Page serves as an entry page quite often
About pages are automatically pushed to rank higher in Google’s algorithm especially if you have a business or a brand. This makes traffic flow into your About quite often, so you need to imagine that your About is the first thing you are seeing.
If your About page is not good or convincing enough, visitors might not even get to the best parts of your website and decide to exit right away. Improving your About page decreases your bounce rate, which provides more traffic flowing to your entire website.
And, if the About page was convincing enough for these viewers to continue their journey, then they will perhaps spend even more time on your website, so the average time spent will also be increased.
The About page is a decision-maker!
Many people, including myself, rely on About pages to give us information about the brand or company we are looking at, especially if it’s a new or unknown one.
Seeing an impressive, story-telling and compelling About pages have led me on multiple occasions as a client to make a purchase or subscribe to their mailing list.
The About page allows your viewer to establish a connection with your business and you should definitely take this opportunity.
If your About page, however, is not well-structured, looks like it’s just an edited WP template and doesn’t really give you at least some value, it’s a big turn off and also a sign that whoever owns this website, didn’t care enough.
Google treats you as a brand
We know for a fact that Google pays special attention to the About pages, and this might even be considered a turning point for when Google’s algorithm is deciding whether you are a brand or not.
Therefore, now that we know About pages are important for Google, we have to also look at the possibility that this is one of the places with most priority that Google extracts information for its knowledge base from.
It’s not known for sure, but most likely Google pays special attention to About pages in order to build information about brands and businesses.
1. Your About page needs to capture attention
It’s quite important that the first thing that a viewer sees when they open your About page is something eye-catching like a motto or a message.
This first section has to both describe your brand in some way, and also capture the viewer’s attention, so they decide to read further.
Adding a video that auto-plays is also an option (…so 2012, but still works), but I’d recommend turning the volume off and adding captions.
Additionally, it would be much better if the video is personal talks with the team – this would significantly increase your credibility.
Especially if you have a dropshipping eCommerce store, this could be a great way to actually increase conversion, and not with “trust” badges.
You shouldn’t be afraid to show your face for your business, because after all, aren’t we all looking for a personal connection? (ok, that was weird)
And on that bombshell, let’s move on.
2. Linking Out
As we discussed previously, Google prioritizes About pages and the information within them. We also know that Google relies on linking to build up information and to actually discover the web.
Therefore, we need to include as much positive information about our brand, including such information outside of our website.
Such information would be events that your business spoke at, awards you received, novelty mentions, etc.
Essentially, any positively affirming information or a testimonial about your brand would be welcome, and it would also be useful for your viewers as it increases your credibility.
3. Your About page must be Call-To-Action-able
It’s a bit weird having just an informative About page with no call-to-action because if it’s a good one, you would have a viewer warmed up and already trusting your brand, but they wouldn’t have a clear direction to go to, once they have finished reading your About page.
This is why you should include your Call-to-Action on your About page. Now, depending on the type of business you are running, that can be:
- Requesting a demo
- Contacting you
- Checking out your products
- Starting a Chatbot
- Opting into a newsletter
Essentially, your About page should be treated as a possible landing page, so it needs to be highly optimized for conversions, convincing and compelling.
You should be treating this page like a business card both because of your viewers, and because of Google prioritizes these pages and extracts information from them.