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Why Your Website Needs an “About” Page and How to Make It Stand Out

Every business today needs a good website. Okay, technically you could get by without one. Maybe. Odds are you’ll do much better if you have one though. There are a lot of different elements that should be included on a website to make it a complete, quality site. One of those is an “About” page.

Introducing Your Company to Customers

Customers these days tend to care about who they’re giving their business to. They look at things like reviews and a company’s reputation to figure out if a business is likely to be reputable and to meet their needs. Once they’ve figured that out, they might dig a little deeper and look for information that tells them what you’re all about. That’s where your “About” page comes in. This is your opportunity to introduce yourself, your company, and your staff to your customers. It’s your chance to take control of the narrative. That’s definitely an opportunity worth taking advantage of.

Introducing Your Company to Future Employees

Not everyone who comes to your website is necessarily going to be interested in buying what you’re offering. People who are looking for jobs want to know about the companies they’re considering working for. A quality “About” page is a great chance to show future employees what you’re all about. This is a chance to showcase your values and give a brief introduction to leadership and staff in the form of short employee bios. A smart job seeker who is interested in your company will be sure to visit this page to get a feel for what they might be getting themselves into.

Make It Visually Appealing

No one wants to stay on a page that isn’t visually appealing. As with any other page on your website, your “About” page should have the same basic design elements as the rest of the site. Make sure your use of color and typeface are all consistent with the other pages too. From there, use the white space wisely. Everything should be spaced out in such a way that the page looks balanced and full without being overcrowded. You’ll need to be deliberate with your layout in order to achieve this effect.

Make Yourself Look Good

The point of having an “About” page is to make you and your company look good. That’s not just about your look figuratively speaking either. The physical look you cultivate with this page matters too. If you want it to stand out, you need to make sure that you look good, especially in your photos. That means that you should definitely plan on having your photos done professionally. Professional photography can go a really long way towards making sure you look your best. Of course, you have to do your part too. Take the time you need to cultivate a good, healthy appearance. Give attention to your hair, makeup, and skin before your photoshoot. Some things, such as Botox, will need to be planned well in advance of your photoshoot if they’re going to be a part of your process. Botox results are visible within 1-2 weeks, so take that into consideration if you want to have it done before the photos are taken.

Make It Have Personality

An “About” page is a great place to introduce your business’s personality and branding. This is crucial if you want it to help your business stand out from the competition. Pay attention to the words you use, how you use them, and the tone of the writing that you have on the page. All of that can work with the visual aspects of the page to give your business personality and keep the branding consistent.

Make It Work for Readers

It’s important to remember branding and personality when you write the web copy for your “About” page, but that’s not the only thing to keep in mind. “About” pages should be written for the people who are reading them. Think about who makes up your customer base and allow that to guide you in terms of the language you use and the information you include. If your customers are mostly made up of people who are already pretty familiar with industry lingo, you might be able to get away with using more technical terminology. If not, however, your best bet is to stick with layman’s terms. It’s all about the readers.

Websites for businesses should be thoroughly fleshed out and complete. That means having things like a home page, services page, blog, contact page, and a page that tells people about your company. Every page you have serves a purpose and should be designed with that purpose in mind. If you can do that, you’ll be that much closer to having a website that your business can benefit from.

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