In today’s Tech News Tuesday episode, we’re looking at an article from the Constant Contact Blog which talks about the “About” page on your website and what it should say about your business or nonprofit.
Links in this episode: What Your About Page Should Say About Your Business
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode, we’re looking at an article from the Constant Contact Blog which talks about the “About” page on your website and what it should say about your business or nonprofit.
We find that, after the home page, the “About” page is often the most visited page on your website.
It should tell your story, share your passion, and explain why you’re excited about your brand.
Bob: That’s right Donna. People read the “About” page to find out if a business or nonprofit is right for them.
And this happens before they take any action, like making a purchase, booking an appointment, signing up, or making a donation.
Your “About” page should share the story of your organization and how you solve the problem they’re facing.
This is an opportunity to show off your brand’s personality so visitors feel confident when choosing you.
Donna: Sometimes people are concerned about sharing too much of their story because not everyone will relate. But remember, not everyone is your customer and you are trying to attract those people who are comfortable with your approach and a good fit for who you are.
Bob: So true, and people are most likely reading your “About” page to make sure that you’re the person they’ve been searching for to solve their problem.
The “About” page is your chance to give a face to your brand. And while they may first visit your homepage, the About page is often where you convince a customer that you’re right for them.
Donna: People ask me all the time, how do I know what to say on my “About page?” They tell me that they have no content, but they really do. If I met you for the first time and I asked you about your business or nonprofit, you’d never say to me, “I have no content.”
You wouldn’t start at the very beginning and tell your life story either. Instead you’d give an overall picture and share only the most relevant and entertaining parts, focusing on a few key details to add more to your story.
You might explain situations where you’ve solved problems but you would keep the focus on the customer.
Think about your “30 second elevator speech” that you do all the time. You don’t need to write a book here – just the highlights.
The bottom line is this. Your “About” page is the story of your brand. It should be interesting and authentic, and most importantly, it should appeal to and resonate with your ideal audience.
Bob: That’s it for today’s episode. You can find the link to the article and a transcript of today’s podcast at DelosInc.com/122.
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