More people view your “About” page than any other page on your website.

Double check your analytics data, but that’s been true in our experience anyway, and we’ve worked with hundreds of business’s websites.  

The pattern begs the question, “If I only have one shot to convert my visitors into customers, and it’s most often my About page, shouldn’t I be treating it like a sales page?”

We think so!

But won’t I turn people off if I treat an informational page like a sales page? Won’t that seem too pushy?

It’s a valid concern. If people navigate to your About Us page hoping to find information and are instead met with a sales pitch, their expectations won’t be met, they might be put off, and they’ll likely bounce.

Somewhere in between an injury attorney billboard and a biopic lies the sweet spot for your business’s About Us page. It sells, but elegantly.

We’re going to teach you how to use your About page to hook even low-intent readers so that they can’t help but want to become your customers.

Re-thinking the About page: 5 tips for turning readers into leads

By following these five tips, you can start to get more leads without even needing to increase your website traffic.

1. It’s not actually about you

It might run counter to your common sense, but your About page isn’t really about you. It’s about your customers.

That’s right. When your website visitors find their way to your About page, they should learn about your business from the sole perspective of what you can offer them to help them become their best selves.

Your business isn’t the hero. You’re just the guide, there to help your audience on their journey to becoming happier, wealthier, healthier, or whatever benefit your product or service has to offer.

If you already have an About page, look it over and then answer this question:

Can my readers see themselves in our story?

If the answer is no, then it’s time to pivot.

Below are some common ways businesses tend to talk about themselves, and how even minor tweaks can turn the same sentiment into a more customer-focused message.

YOU-FOCUSEDCUSTOMER-FOCUSED
“We have 50 years of experience.” “You deserve an experienced [job title] to help you [accomplish goal], which is why we’re proud to offer you over 50 years of experience.”
“We were voted Top X in X.”  “By choosing us, you get a Top X rated business on your team.”
“We’ve handled over X projects.” “Get the confidence that comes with knowing your [job title] has handled over X projects.”

Some of the biggest differences can be made by swapping “we/I” for “you” and “have” for “get.”

Remember, it’s not about what you’ve accomplished. It’s about what your customers will get by choosing you.

customer is the hero on a journey

2. Clarify your benefit

How will your customers benefit by using your product/service?

If the benefit isn’t clear, your readers won’t understand why they should become your customers. There’s no incentive. What’s in it for them?

In advertising, this is often referred to as a unique selling proposition or “USP.” This principle holds that a good advertisement must clearly communicate a benefit that is unlike anything a consumer could get from a competitor.

  • What is it you do?
  • How does it benefit your customers?
  • What’s special about it?

If you can answer those three questions, then you’re on your way to developing your brand’s USP, the inclusion of which will make for an incredibly compelling About page.

Take a look at this before-and-after for a local gym. While they both communicate the same information, only one answers the question “What’s in it for me?”

BEFOREAFTER
“Our gym offers weight training and cardio classes weekdays and weekends from 6am to 8pm.” “Getting healthy doesn’t have to be inconvenient. You deserve a gym that adapts to your schedule, which is why we offer cardio and weight training for 14 hours every weekday and weekend.”

If your business is about anything other than your customers, then you’re doing it wrong.

3. Anticipate your readers’ questions

People will navigate to your About page because they’re curious. About what? Primarily, your readers want to know whether they can trust you and whether or not they like you.

Do I trust you?

Answering the following questions on your About page will help build trust with your website visitors:  

  • Who have you worked with?
  • What results have you gotten?
  • How long have you been doing this?
  • Are you good at what you do?

Keep in mind that some questions are best answered by showing instead of telling. For example, if you’re a photographer, use your About page to highlight some of your favorite projects.

Do I like you?

They’ll also navigate to your About page because they’re trying to figure out whether they like you or not. This is why nailing your brand voice is so critical.

Don’t have a brand voice guide? Contact Soapboxly to get one!

Before your fingers hit that keyboard, reflect on how you want your target audience to perceive you. While the answers to these questions shouldn’t literally make their way into your About page, they will inform and guide your content, making sure that you stay on message and true to your brand.

  • Who am I writing for? (ex: your target customers)
  • Why do I exist? (ex: to help busy business owners improve their content)
  • What adjectives should describe my content? (ex: fun, informative, etc.)
  • How do I want people to feel after reading my content? (ex: relieved, happy, etc.)
  • What messages do I want to stay away from? (ex: industry jargon, sarcasm, etc.)
elements of a high converting about page

Not sure what questions your target customers are asking? Contact Soapboxly for keyword research that gives you insight into your audience’s interests and pain points.

4. Make it personal

A reader who lands on your About page should feel special. Make it personal. Make it inviting. Talk directly to them!

Here are a few ideas to make your About page more personal:

  • Write in a conversational tone, even if that’s not how the rest of your web pages are written.
  • Include images of you, your office, and your logo.
  • Avoid stock images.
  • Tell a personal story; this could be about why you founded your business, lessons you’ve learned along the way, or a funny anecdote to help your reader feel at ease.

Hiring or purchasing from a business can be intimidating. Using your About page to ease those fears can develop the trust someone needs to contact you, which brings us to our fifth and final point.

5. Call readers to action

By now you’ve learned the importance of using your About page to take your website visitors from mildly interested in who you are to seriously considering buying from you. Make the next step easy and give them a clear call-to-action!

A call-to-action, as it sounds, is a brief and compelling statement designed to get readers to take your intended action on the page.

So, what do you want readers to do?

Your website will likely be a mix of “hard” and “soft” conversions. A “hard” conversion is when a reader takes an action that accomplishes your ultimate goal — usually a purchase or filling out a lead form. A “soft” conversion is when a reader takes an action that could eventually lead to them becoming a customer, but not yet. This could include things like signing up for your newsletter or downloading one of your white papers.

Consider adding both to your About page to increase the odds of your readers becoming customers. If your reader is ready to convert after viewing your About page, they should be able to. If your reader likes and trusts you after viewing your About page, but isn’t quite ready to become a customer, supply an avenue for a soft conversion so you can nurture them into eventually becoming a customer.

hard vs soft conversions

Many content management systems give you the ability to insert a form or a “CTA button” into your body content. While these stand out, some research suggests that reader behavior is changing, leading people to ignore CTAs almost like we ignore advertisements. For this reason, it may be a good idea to incorporate your CTAs naturally throughout your body content so they’re more likely to be read (like we’ve done throughout this post!)

To sum it up…

The elements of a great About page are:

  • Content that focuses on your target customers, not on your own achievements
  • A clear benefit
  • Address your reader’s questions: Can I trust you? And Do I like you?
  • Make it personal
  • Call readers to action

But perhaps most importantly, test!

If you’re getting tons of traffic to your About page but you’re seeing poor engagement metrics like:

  • Low time on page
  • High bounce rate
  • Low conversion rate

…or whatever engagement metric best measures the goal of your specific page, then keep iterating until you find that sweet spot.

Want to find out what people really think about your About page?

  • Ask people! To avoid biased feedback (your friends and family probably won’t want to be critical of you), ask people to fill out an anonymous survey. Unless you ask for someone’s name or collect email addresses, Google Forms is anonymous.
  • See how people scroll, click and interact with your About page with user testing software like Hotjar.
  • Use an A/B testing software like Google Optimize to split test which messaging is more effective.

Not sure what to test? Soapboxly offers conversion rate optimization as a service so you don’t have to learn a whole new platform and skill to find your perfect message.

Your perfect About page is within reach. Take your readers from passively intrigued to actively interested in your product/service by implementing these tips or contacting Soapboxly to have us write a killer About page for you!