TELL THE RIGHT STORY
Even though the About Page tells your story, make the customer the hero of the tale.
Your business is not the pot of gold a customer wants. Instead, your product or service is a bridge to what your customer desires.
For example, when you recount why you started your business, focus on the passion you have for giving customers high value at a fair price. And when you share personal details about yourself, spotlight the elements of your biography that your target customer will relate to. Aligning your About Page with the needs and desires of your customers is a subtle change that makes a powerful impact on site visitors.
STYLE YOUR TEXT
Long blocks of unstyled text won’t get read, especially when your site appears on tablets and mobile devices. You can make your About page more readable by using paragraphs breaks, subject headings, and bolding important words.
INCLUDE RELEVANT LINKS
Your About page is the beginning of your conversation with visitors. Sprinkle links in your text to give readers context if they’re interested in learning more about you and your business.
For example, if you mention the reviews you received on a third-party site, link directly to the page. Or if you mention a popular product you sell, link directly to the “Buy” page. Relevant links can make your About page more engaging and useful for potential customers.