About Me, Myself and I - The Power of an "About" Page
- Sebrinia Welch
- Oct 2, 2023
- 5 min read
MENU:
You have built awareness of who you are and what you offer through the various marketing efforts you’ve put out, and now your target audience is curious about your small business or nonprofit. They’ve made it to your website’s homepage and are still interested in learning more.
Not quite ready to make any decisions, they navigate to your “About” page. They are eager to know more about you and your organization. What’s the story you want to share?
The 'About' page of your website offers a number of opportunities to connect with your target audience on a personal level. From telling a story of how your organization came to be, to expressing your passions and values, to publishing the commitment your small business or nonprofit makes to your customers and supporters, the building of this page should not be rushed through, as it can be a powerful tool in your digital marketing strategy.
The Humans Behind the Screen
One of the greatest benefits of having an online presence is the ability to reach a global audience. One of the challenges, though, is the limited opportunities for real connection with everyone in this global audience. By creating a strong “About” page on your website, your small business or nonprofit has a chance to showcase the humans and heart behind the organization, providing multiple moments where your target audience can pause on their journey to build a relationship with you.
People have varying needs and wants in order to feel like they are connected, so think of the “About” page as a relationship building page and provide multiple types of information that they can connect with, like:
Share your Story: “Stories are remembered up to 22 times more than facts alone.”1 By publishing the story of how your small business or nonprofit came to be, you are able share your journey, values and mission, which allow your website visitors to emotionally connect with you and remember more of who you are, instead of what you are.
Humanize your Organization: People like to know who they're dealing with. The "About" page can introduce the team, putting faces to names and showcasing the people of the organization. This is especially important for organizations that are service based - let your visitors know that if they decide to become customers or supporters, there are real human beings that they’ll be working with.
Build Trust: In a time where digital scams are a real thing, not only is it important to show that there are actual people behind your organization, but that you are trustworthy and legitimate. Depending on the small business or nonprofit you run, building trust is going to look different - for an online store, you might share details about the quality materials used in your products or for a nonprofit, you might share what credentials you have that show you are knowledgable on the programs you implement.
Stand Out Among the Rest: The “About” page is a great place to share your unique value proposition, or what makes you different from your competitors. Create a place to showcase what makes you unique, giving them more reasons why they should support your small business or nonprofit.
Top 5 Elements of a Strong “About” page
It’s important to think about what factors are going to resonate with your visitors. You do not want to overwhelm your audience with a lot of information, however it is critical that you process through what you decide to publish on your “About” page.
Here are few elements to consider:
1. Craft a Compelling Story: Every organization has a reason why it exists and by crafting a captivating story that details your small business’s or nonprofit’s journey, you not only educate your visitors but also inspire them to join your organization as a customer or supporter.
2. Share your Mission Statement: Whether it stands on its own or is woven into your story, clearly state what drives your organization and the purpose and goal you have. This allows your audience to understand what your values are and that they too show their belief in those values, purpose and goals if and when they engage with your small business or organization.
3. Use Engaging Visuals: Capture more of your visitor’s attention and elevate your story by using quality images, infographics, or videos. Images and media of you and your team, events, or behind-the-scenes glimpses can make the page more dynamic and relatable.
4. Display Testimonials: If they are not published elsewhere, the “About” page is a great place to display testimonials or reviews. For nonprofits, this could be success stories or quotes from donors. For small businesses, having quotes from satisfied customers adds a layer of trustworthiness.
5. Showcase you and your Team: Going back to establishing trust, it is important to keep in mind that people connect with people. Add brief bios, photos, or even fun facts about key team members. Allow your visitors another avenue to connect with you!
TOOL TO USE: E.P.I.C. Framework by Facebook
Facebook2 created a process to help organizations build their brand in a way that helps to connect to their target audience, which comprises of 4 separate elements:
Existence - How did your small business or nonprofit come to be?
Purpose - What do you do and why do you do it?
Identity - What are the visual cues that make the connection to your organization?
Connection - What tone and voice best connects your message to your audience?
Facebook’s lesson and worksheet is a great resource for starting to craft the story of your small business or nonprofit and work into the initial build of your “About” page.
RESOURCE: Guiding your “About” Page Build
As you build your “About” page, remember to think about your target audience: what do they need from your small business or nonprofit to feel connected and trusting?
Their journey should not stop on the “About” page, rather it should inspire them to continue learning more about what you offer and persuade them to navigate onto another page. While you do not need to answer all the following questions, do make sure your “About” page motivates them further along the customer journey.
1. Origin Story:
How, why and when was your small business or nonprofit founded?
What challenges did you face in the early days, and how did you overcome them?
2. Purpose and Drive:
What mission drives you forward every day?
Why does your work matter, and who benefits from it?
3. Differentiators and Values:
What sets you apart from similar businesses or nonprofits?
How do you approach problems or challenges differently?
What core values guide your decisions and actions?
What kind of culture have you cultivated within your organization?
4. Team:
Who are the key individuals that steer your mission and vision?
What unique experiences or qualifications do you/they bring to the table?
5. Impact and Trust Building:
What are your proudest achievements or success stories?
Are there important milestones, certifications, partnerships, or affiliations you should share?
How can you assure visitors of your authenticity and dedication?
6. Visual Identity:
What media or visual elements capture your organization's spirit and work?
How can your identity be reflected consistently throughout the page?
Developing a strong “About” page is a key digital marketing strategy - it helps to build connection, foster relationships, show trustworthiness, and highlights the unique value of an organization. On top of that, this page also aids in SEO, driving organic traffic to your website from the keywords used in your content that connects with their search queries.
Don’t be afraid to show your heart and human-ness! Dive deep and display your passion, share your organization’s journey, and reveal the faces and stories behind the screen. While technology has advanced, it's still human emotion that drives decisions, so let your heart shine on your 'About' page and watch as it draws your audience in.
1 Source: Jennifer Aaker
2 Source: Facebook
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