Welcome to 2D Web Solutions Episode #30
We have some great information for you today about your website’s About page.
We will be covering what makes a great About page, the 8 elements that every About page should include, and how often (and why) your about page needs to be updated.
Lastly, we will be discussing our favorite technique for where the navigation to your About page should be placed for optimization.
Intro and Outro by Benjamin Bradley.
- What makes a great About Page? (Kerry – 0:54, 2:49) (Arelthia – 1:52, 3:10)
- When do I need to update my About Page? (Kerry – 4:28) (Arelthia – 5:08)
- Where should my About page be located on my website? (Kerry – 5:38) (Arelthia – 6:43)
How to Make Your About Page Great
When it comes to the details of your About Page, the most important thing is that you allow your personality to show through. Here are some ways that you do that:
- Describe why you are in the niche you are in.
- Clearly define who your clients and customers are.
- Explain what makes you unique (and qualified) to do business with the clients you attract.
- Identify the benefits your clients will receive when they work with you.
Enlightening visitors with some of your basic values and unique techniques will align you with and attract ideal clients and customers. Let’s take a closer look at how you might accomplish this.
When you say something as simple as, “We close each week with a detailed email report of our progress on your project.”, your statement is sharing some “hidden” messages that will attract a particular type lead.
This statement indicates to your potential clients how often you intend to communicate with them and what method of communication you will be using.
It is going to attract a lead who does NOT prioritize talking to you on the phone and probably uses email as their preferred method of communication. Additionally, there is an expectation of regular communication that will indicate your values on accountability and reliability, and at the same time start building trust.
In addition to statements regarding communication, including statements that provide insight into your customer service and support, and your quality of work is helpful in making your potential leads aware of the benefits they’ll receive when working with you.
8 Elements of a Great About Page
- Clear and simple headline
- Description of what you do or what you are offering
- Benefits – why what you do matters to others
- Testimonials – proof of trustworthiness
- Awards and recognition – a good first impression
- Clear navigation – a clear path for your visitors
- Image or video representation
- Link to additional resources – help your readers learn more
Keeping Your About Page Current
Time tends to slip away quickly as a freelancer and it can be difficult at times to keep things current. Our recommendation is to review your about page at least once a year. That means schedule it. Put it on an annual calendar with a reminder and deadline so it is sure to be completed.
In addition to an annual review, you may also want to consider updating your About page anytime you receive feedback or testimonials that are different from what you thought you were providing. For example, if over the course of time your target market changes from one thing and shifts toward another.
Wrapping up this episode, we would also suggest considering placing your Home Page menu item in a footer navigation menu rather than a primary menu.
The logic behind this is because although the about page is an important page on your website for people that are visiting, we do not want that type of priority placed on the about page from the perspective of the search engine bots.
We want the search engine bots to place the priority on our top level, or primary menu, which will ideally be siloed to attract visitors to the website for the purpose of conversion vs. information.