Unlike landing pages, which we’ve looked at previously, there are no hard and fast rules when it comes to About pages. But it is usually one of the highest viewed pages on a site, so it’s worth looking at its purpose and how landing pages can be structured.
For the majority of sites we manage, the About page (or its equivalent) almost always features in the top ten highest visited pages. For about half of them it is in the top 6. So why do people visit them and what is the point of them?
WHAT IS THE PURPOSE OF AN ABOUT PAGE?
There are different purposes depending on the market, popularity of the company or even whether the visitor is new or returning.
How many times have you visited Amazon’s About page? In fact, I challenge you to find it. This is the closest I could get. The thing is, you don’t really need to find it. Most people know who Amazon are (who doesn’t?) so their About content may be more for media contacts to get facts about the company, and probably a lot of students carrying out research! And people researching About pages of course…
For other sites, and for smaller businesses in particular, About pages are very important. If you are researching a specific item and have carried out a Google search, the best result may be from a company or organisation you don’t know. The About page would then be key to assess the company and gauge how reliable they seem.
People like to know who they’re working with or buying from. At the end of the day, people buy from people. This is very different from Amazon where you already have brand trust. So let’s break down the different uses of About pages.
SHOWING OFF PERSONALITY
If you don’t know anything about the Kickstarter team beforehand, you certainly get a good sense of their personality after looking at their About page. This is very inventive and technically sharp. Take a look and scroll around.
Mailchimp on the other hand has quite a low-key About page –for them, but it gets across the key information about the company and who they are. The sense of being solid, experienced and warm comes across strongly. You would trust giving money to this company.
SHOW OFF YOUR TEAM
You’re working with great people aren’t you? You want to show them off. This is one of the most common uses of About pages.
As well as showing off the personality of your company, for certain brands showing off their team can help to establish credibility. For example, Humaan present their team with job titles and social media links enabling their credentials to be checked out. They do this in a very visually pleasing way which also helps communicate a little of their personality.
SAY WHY YOU DO WHAT YOU DO
Another feature of About pages is the opportunity to help others share in your vision. Story and Heart is a good example of this. They set out their vision and make it easy for the visitor to connect with them. Another good example of this, which might not look as good as some, is CopyBlogger. Their About page is far more factual but tells their story well.
WHAT ARE THE FEATURES OF A GOOD ABOUT PAGE?
The best About pages, including some of those mentioned above, are clear, consistent and engaging. You don’t expect visitors to be on the page for ages, so it’s a matter of putting the key information across, keeping it simple. Pretty much the same as you should when it comes to content for all web pages.
In terms of copy, we’ve talked about tone of voice before and making sure this matches with your personality. If your brand value is humour, then use this. If you are more staid and traditional, then your copy should match this.
There’s no one specific way to create an About page. The key to success is to make sure you show off your personality, show off your team, and if necessary their credentials. Finally, communicate clearly what you do and why.
Have you any other tips for making successful About pages? Or do you have more great examples? I’d love to know so please add your comments in the field below.