The About page often takes a backseat when it comes to website priorities. Many businesses assume that the Shop or Services page is where the magic happens, but they overlook the fact that the About page is actually the second most visited page on a website. That’s right — your About page has the potential to be a powerful tool in converting visitors into loyal customers.
Understanding the Customer’s Mindset
When a potential customer lands on your About page, they’re not just casually browsing; they’re serious prospects. They want to know who you are, what you stand for, and most importantly, how you can help them. The mistake many businesses make is thinking that the About page is about them. In reality, it’s about showcasing what you can do for your customers.
Show, Don’t Tell
Instead of listing your achievements and credentials in a generic way, show your potential customers how your expertise and experience can benefit them. Include a brief bio or credentials only if they add value and help someone make a decision. Focus on the benefits and outcomes your customers can expect by choosing your products or services.
The About Series: Adding a Call-to-Action (CTA)
Let’s dive into how you can optimize your About page to drive action and conversions. Here are some key strategies and examples from businesses doing it right:
NRMA: Multi-Page Approach
- NRMA’s About section is divided into multiple pages, including “Who We Are,” “Our Impact/Mission,” and “Careers.” Each page serves a specific purpose, providing detailed information and guiding visitors towards relevant actions.
Smokin’ Joe’s Pizza: Single Page Impact
- Smokin’ Joe’s Pizza combines their About page with impactful content about their offerings, such as Merlo coffee. They create an experience that customers want to share with others, driving both engagement and word-of-mouth marketing.
DeniseDT: Online Presence
- DeniseDT’s About page features a “Fancy 3rd Person Bio” with links to buy her book or geton list for her flagship course, and a casual 1st person, showcasing a personalized and customer-centric approach. The use of a real person’s story adds authenticity and connects with potential customers on a deeper level.
Ways to Encourage Action on Your About Page
- DeniseDT’s About page features a “Fancy 3rd Person Bio” with links to buy her book or geton list for her flagship course, and a casual 1st person, showcasing a personalized and customer-centric approach. The use of a real person’s story adds authenticity and connects with potential customers on a deeper level.
Depending on your business model and offerings, here are some effective CTAs you can implement on your About page:
- Book Now / Book a Call: Ideal for service providers looking to schedule consultations or appointments.
- Email Now: Encourage inquiries or direct contact for more information.
- Call Now: Direct visitors to local stores or service centers for immediate assistance.
- Sign Up: Invite visitors to subscribe to newsletters, updates, or exclusive offers.
Final Thoughts: Maximizing Your About Page’s Potential
Your About page is not just a placeholder; it’s a powerful tool for building trust, showcasing your expertise, and driving conversions. Don’t underestimate its impact or overlook the opportunity to guide serious prospects towards taking action. Implement a clear and compelling CTA on your About page today and watch as it becomes a key driver of leads and sales for your business.