Making Your About Page A Conversion Supercharger

Is Your About Page Memorable

or Just ‘Meh’?

Is your About page working for you? Does it just sit there like a wallflower or help fill your client dance card?

“About” is a standard section on every website so it tends to get overlooked. That’s too bad because in terms of your site traffic and search engines, the About page typically ranks right up there with the home page. Blueleaf’s about page receives the most traffic of any page on our site other than the home page. Which means, it’s likely that people searching for you on the Web will see your About page before ever clicking on your home page. Crafted well, your about page is one of your most powerful marketing tools. Ignored or crafted poorly and people will look elsewhere for a more compelling story.

Following are a few practical tips to keep in mind when creating or redesigning your About page.

1. Keep it real

When you meet a prospective client for the first time, you smile, shake hands, exchange pleasantries. Because you tailor your services to each individual client, you look for a way to connect on a personal level. You don’t drone on about yourself or use a lot of industry jargon.

Your About page should be like that. Your website is a virtual “first impression” for those who discover you that way, and a conversational, personable tone can go a long way toward attracting new clients.

There are many ways to reach out to your site visitors. Talk about why you’re in this business. Post a candid photo. Include a short video that demonstrates your expertise.
There are no hard-and-fast rules, but if you’re a solo practitioner, write your About text in the first person. Third person is generally more appropriate for a team with multiple biographies.

2. Use an inverted pyramid structure

One of the first things they teach in Journalism 101 is the inverted pyramid structure of news writing. A news story always leads with the five Ws:  Who, What, When, Where and Why (and sometimes How). The remaining information is arranged in decreasing levels of importance.

Your About page should follow this same pattern. Who are you? Why did you become a financial advisor? When are you available for consultations? Where are you located? How can people contact you? What are your credentials? Don’t get hung up on conveying the data. Tell a story. Make it compelling. It can help to group the contact, credentials and hours data in a group by itself that people can scan.

After that you might list your certifications or publications, talk about a success story or add anything else you think is relevant.

3. Include a call to action

Just like a sales pitch, no About page is complete without offering your client a next step. That’s where a call to action comes in.

A call to action is your communication bridge, an invitation to connect. Offer an opportunity for a free or fee-based consultation.  Invite people to join your email list, subscribe to your Twitter feed, Like your Facebook page or connect on LinkedIn. Another growing trend is to include a contact form at the bottom of the About page and eliminate the Contact page altogether.

Now it’s your turn
Try revising your About page in different ways:

  1. A reporter from a local paper wants to interview you about your business. List five questions you’d like a reporter to ask, and then answer them. Tell your story.
  2. If your About page is written in the third person, revise it in the first person. Use an informal tone, as if you’re talking to a friend about your company.
  3. Add a call to action. Do you have a newsletter or email list? Are you offering a discount on an initial consultation? Think about how you’d like to compel a site visitor to take the next step, and design a button around that.

In the comments below, share any great, unusual or interesting about page examples.

Or link to your about page in the comments and we’ll diagnose it and give you suggestions to improve it.

John Prendergast John Prendergast is the co-founder and CEO of Blueleaf. He serves on the board of WiredTiger, a developer cloud optimized databases. He is also the founder and organizer of the Lean Startup Circle Boston. In addition to his decade and a half as an entrepreneur, John spent nearly a decade as an investment banker and financial advisor.