When someone lands on your website and they don’t know about you or your business, where do you think they go? They go to your “about” page. That’s one of the most important pages on your website. It’s not going to be the most visited page but it’s going to be the page that determines if someone’s going to stick around and come back or leave. Today I’m going to share how to create an effective “about” page.

1. Storytelling

So the first thing you need to do is connect with your readers or visitors. Whether it’s a page about you or page about your brand, you need to create a story.

If you can create amazing stories and connect with people, your visitors will feel engaged. Then they’ll continually come back and they’ll be loyal. As they’re loyal, what you’ll notice is they’ll tell other people about your business and they’re more likely to buy products and services from you. Just like how you’re loyal with let’s say Apple or Amazon or Google, right?

2. Highlight how you can help

The next thing you need to do is not just talk about your business but you need to talk about how you’re going to help the visitor who’s coming to your website. If you don’t help them there’s no point for them to stick around. It’s not about you it’s about them. Always put other people before yourself.

3. Use adjectives

The third thing you need to do is be very impactful. What I mean by being impactful is you need to connect by using adjectives. Words that convey emotion. When use the right words, you’re more likely to connect with people versus just using text that’s boring and that’s why if you look at my story I talk about how my goal is to help people.

4. Keep it short

You also want to keep it short. That’s the fourth thing. If it’s too long, if your “about” page has more than 500 words or is more than let’s say a two minute video clip you’re going on too much and you’re going to get a big drop-off.

5. Call to action

The fifth thing you need to do is leave a call to action. Most people on their about page they just say hey this is me and that’s all good. What people need to do after reading about you is ideally check out your products / your services. Make it easy for them to do so with a link. Should they leave a comment, acknowledge them. By doing that they’re more likely to connect and go from being a visitor or reader into a customer.

That’s how you create an effective “about” page. So, have I got you thinking? Do you have a plan or strategy for your about page? I’d love to know.