The About page helps to humanize your business by telling visitors about yourself and your team. If cost is a significant issue, they’ll be more inclined to buy from Company B. If the visitor seeks a higher-cost, higher-quality product, they’ll want to know more about Company A’s products. However, Company B’s About page mentions its desire to make the product affordable and accessible to all. The About page is also the perfect place for visitors to narrow their options quickly.įor example, say Company A’s About page discusses creating the highest-quality product in the industry. The About page helps visitors understand their options. If your About page includes elements of your mission statement or company vision, readers can determine if your business resonates with them and aligns with their values and needs. They want to know your story and see if you have the experience, knowledge and expertise to solve their problems.Īt this stage of the customer journey, your prospects want to understand what you’re doing – and why you’re doing it. Similarly, when a prospect visits your website for the first time, they’ll head to the About page to determine if they can trust you.
When you feel a genuine connection, you may consider investing in the relationship. You’ll try to discern whether their story is similar to yours. Here’s an analogy: When you meet a new person at an event, what’s the first thing you do? You’ll likely check for similarities and ask about their background, hobbies, favorite food and more. The About page fosters familiarity and trust. However, the About page’s popularity makes sense for several reasons 1. Shouldn’t they visit the services or pricing sections first or check out your content and resources? You may think it’s counterintuitive that so many people visit the About page. We’ll explain why an About page is a crucial content element and explore best practices for creating an About page that puts your business in the best possible light.Įditor’s note: Looking for web design help? Fill out the below questionnaire to have our vendor partners contact you about your needs.
Anyone visiting your site for the first time will want to discover more about the company and head to the About page to learn. The truth is, your About page is a valuable digital asset and one of your website’s most frequently visited pages. It’s tempting to fill your About page quickly with an uninspiring bio and generic copy with buzzwords like “innovation” and “excellence.” However, many business owners don’t give it much thought or attention. The About page is a fundamental element of a business’s website design process.
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