Member-only story
Perfecting your About page
Make it about your visitors, not about you
Your About page is your virtual business card. New visitors to your website seek out this page to learn more about you and the services you offer. It is their go-to page to decide whether to work with you and discover who you are and whether you can help them achieve an objective. It offers them a clear path if they want to engage with you. It tells your story and provides answers.
When designing your page, keep in mind that an effective About page employs a few key elements with a clear flow and hierarchy from top to bottom. Leave plenty of white space and make this page as easy on the eye as possible. Add relevant visuals or a video (disable auto-play!) and keep it clutter free and concise.
The page should be featured prominently on your top website navigation menu, and you could call it either About (Us), Company Profile, Our Story or (Firm) Profile. Most often, however, this page is simply called About.
Your objective is to address your visitors’ needs and help them find what they seek. Share your story and make it personal. Introduce your brand or business and support your claims with evidence. Use “I” or “we” as little as possible and stress the “you” throughout your copy.
