About Page Function
Your about page is not a frequently visited page but a web page that has one key role to play, its objective is to build trust and make your potential customer feel at ease about hiring your services or buying your product.
New Toaster Scenario
You are in need of a new toaster, likely scenario, so you surf around the Internet browsing websites and find a company selling the deluxe model with flashy lights, capable of 130 slices of toast per hour.
Your considering buying from the company, often the next step is to find out about the company, the about page is where the customer decides whether your company is trustworthy enough to do business with.
Building Trust
Trust is such a vital part of selling online and a professional looking website will help greatly, but its the about page that bears the grunt of this task.
You should outline a fair amount of information about your self and your company, here’s a few suggestions as to what information you could offer:
Overview
Ideally the first paragraph on your about page should outline who you are and what you do, your core product/service all in one small paragraph.
This summary is for the customer wanting a quick answer and with many customers this is all they need.
Who Are You
This should be a paragraph about the company, list your core business and your main service. “Toaster LTD, specialize in toaster supplies and sell a wide range of toasters”. If there’s a key person with a story on founding the company this may be worth sharing too.
Why You Sell This Product
This paragraph should outline your enthusiasm for the product you sell and give a reason as to why you sell it like “we believe in high quality products and think our high quality toasters can enhance your catering experience”.
Who You Sell To
Do you sell to other companies B2B (Business 2 Business) or do you sell to customers B2C (Business 2 Customer)? who’s your main demographic, if its a small group you could list there attributes positively. “selling to the switched on home chefs who appreciate fine food”. You could also list your geographical demographic; “We sell Globally”.
Your Location
State your country and county, but remember to put your full postal address and other details where they should be, on your contact page.
Business Longevity
If your an established business then state this, how long have you been trading for? whats the joint trading experience of your staff members?
Online Longevity
If you have an established web presence then state this, how long have you had a online presence and how long have you been trading online?
Staff Members
Make the company more approachable by listing your staff members, of course just the main managers would be good in the about page, if your a larger company you may want this paragraph to link to a “Meet the Staff” page. You could add a few thumbnail photos of their faces, a human face is a positive and trust building image.
About Page Summary
The about page should be a pick and mix of these paragraphs to suit the branding of your company, keep the paragraphs very brief and link the paragraphs to other pages for more detailed information, for example meet the staff or contact pages.
The about page is where your customers gauge a level of trust with your company and can make or break a purchase situation, this is a fundamental and expected page on any good website.
