Why Your About Page Isn’t Really About You

Did you know the About page on a website is one of the most visited places on the internet? Here’s why it’s important to have one, why it isn’t about you, and what your visitors should find when they visit.

Why Do Visitors Want to See One?

The About page is an opportunity for new visitors to get to know you. They want to see who you are as a company and learn if you align with their values and needs. Do you understand, empathize with, and benefit them? Your About page builds trust and credibility with your target audience, because it helps them see that you are a real person, not a robot. 

Your About Page Isn’t About You

It may sound odd to hear that your About page isn’t really about you, but hear me out. Your audience wants to know you understand them, so they are looking to see value. It’s okay if you want to share how you have always wanted to be in the industry you’re in and how passionate you are, but what is the tangible benefit you bring to your customers? They need to see that you provide them the deep desires they have been searching for.

What Should Be on Your About Page

Your About page needs three things: your unique value to the customer, the benefits you provide them, and your personality. They need to see that you are exactly what they have been looking for, and they also need to feel like they know and like you. You definitely want to infuse your brand’s personality into the site so they can get a feel for who you are and what kind of experience they will get. 

Hiring a copywriter can be a great way to evaluate what needs to be on your About page. Message me for a free 15 minute assessment today.