How Important is Your Website’s “About” Page?

 
 
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Having a great website is essential for marketing your business, but just how important is your “about us” or “about me” page? While often overlooked, the about page is actually one of the first places web visitors look at and can help convince them to invest in you. About pages are a great way to show your visitors who you are, what you do, and why you do it – which is particularly important in a client-facing industry like design.

If you’re a design professional, potential clients may be interested in knowing what drives you to be great and why you’re passionate about what you do. If you’re a maker, you may want to communicate what inspires you to create and why your products stand out from all the others. Building a well-crafted, compelling, and authentic about page is one of the best ways to let visitors know what you’re about and instill confidence about your brand.

 

Here are some tips for creating an engaging “about” page:

 

Explain the reason you started the business

Every successful company was started for a reason. Did your company identify a need that wasn’t being addressed? Did something significant happen in your life that sparked the idea to create a business? Everyone loves a great success story, and the story has to begin somewhere.  

Mention your core audience

While it’s great to be generating interest for your business, you want to mention who your core audience is. Who are you targeting and why should they care? This will not only help visitors understand if it’s for them, but also to help you clear up any misconceptions early in the process. Pro tip: This is especially important for design professionals who may only operate in a certain geographical area.

Define your value proposition

Visitors want to know what they will get if they choose to invest in your products or services. Are you producing luxury furniture that will withstand the tests of time? Are your architectural designs unconventional yet functional? Your offering should be apparent from the moment they get to your website but adding a bit of clarification can sometimes help get to show the value of your business.   

Be authentic and relatable

While you obviously want your content to be professional, being able to illustrate your personality and approachability can be a huge factor in getting visitors to trust you. Telling a compelling story (such as the history of your company and the challenges and triumphs along the way) is a great way to achieve this. Don’t be afraid to talk about what really moves you or what has inspired you to keep designing or building.

 
Erin Gilbert