When you visit a new website for the first time, what's the next thing you do after looking at the home page?
Our statistics show that the next-most-popular page on most websites we've built is often the About page. Yep, who knew?!
You've only got a very short amount of time - less than 5 seconds usually - to convince a potential customer to stay on your site. And most people will visit an About page to decide whether they're going to like you or not. This is your opportunity to differentiate yourself from your competitors!
In my experience, your About page needs to do the following:
Yep, that's it. All in <5 seconds. No pressure! So what's the best way to do that?
Your first inclination may be to go "corporate". And while it's true you want to be perceived as a professional organisation - so does everybody else. It's very easy to disappear into a sea of "corporate" and never differentiate yourself from everybody else.
Think about your target audience. Are you planning to compete with huge corporates? If not, don't try to sound like them. Consider this - as a small business, it's more likely that potential customers will be looking for somebody like you because you're not a huge corporate, perhaps because they want more of a personalised experience, or they prefer to deal with somebody local, or because you can give them something "general" and small-business-specific that a corporate with a multitude of specialised individual roles and teams probably cannot provide within their budget.
What you're really aiming for is "authentic". Because when you think about the type of clients/customers you want, you're probably going to enjoy dealing with the ones that "get you" the most.
Here's my top 6 list of things to do on your About page:
Here are a few ideas to get you started: