You know when you stumble across a new website that's offering EXACTLY what you were searching for?
Maybe it was a blog post that answered every embarrassing question you had about bird watching.
Or it was the product page for the exact sweater you saw in Vogue but at half the price?
Before you buy, subscribe or share, what’s the first thing you do?
I’m guessing you clicked on that site’s About page.
If the company did their job right, that page immediately hooked you. You drop everything to devour everything they've ever created.
If not, you may Buy the Thing, but by the next day you've forgotten all about them.
If you’ve ever checked out your Google Analytics, you know that your About page is the most popular on your site.
A great About page:
- ...encourages visitors to immediately sign up for your newsletter so they don't miss a thing
- ...directs new customers to your most popular pages, products and services
- ...immediately connects clients to your mission and keeps them coming back
Your website is the backbone of your business. And while you can spend TONS of money on advertising, SEO and newsletter promotions—without optimizing your ALREADY EXISTING homebase, new visitors will fall through the cracks.
A sticky About page seals those cracks, ensuring your hard-earned traffic actually sticks around and hands you dolla dolla billz.
Let's say you have a solid 5,000 site visitors/month. Each visitor, on average, is worth $5 to your business.
If you could decrease your site's bounce rate by just 5%, that's an extra $1250 each month just from your damn About page!
That’s why having an incredible, STICKY About page is so important. Not only does it make you feel fancy, but it actually helps you make more money.
The problem is, most About pages suck.
Like, big time suck. They're badly written, filled with jargon and provide no real sparkle for new visitors.
Over and over I see these 3 HUGE mistakes most companies make. Mistakes that are costing them traffic and customers.
Don't be one of these guys.
Because the other guys? They're kicking ass.
In fact, just last month I wrote an About page for a client and since then...
…the entire site’s bounce rate decreased by 6% and we DOUBLED the average time on site.
If you do nothing to your About page but include these 3 pieces of content, you’ll be miles ahead of the game.
Mistake #1: You don't tell visitors what to do next
Think of your About page as a Table of Contents. It’s the first place people look. They're practically BEGGING to be told what to do! So if it’s not SUPER clear what action they should take next, they're going to exit.
Your About page should contain everything there is to know about your business, from your origin story to photos and links to your best-selling products.
The mistake most businesses make is that they either:
- Leave out this information, spreading it too thin across multiple different pages. Remember, the more you ask visitors to click, the more traffic drop-off you'll going to see.
- Format it into one lonnnng piece of text that's overwhelming to read.
You need a balance of the two: A page optimized for "next steps" and designed to be easily skimmable.
Here are some ideas for actions you can ask visitors to take, straight from your About page:
- List of popular blog posts
- Image and links to your bestselling products
- Opt-in form to encourage visitors to subscribe to your list
Mistake #2: You aren’t getting personal
We want to hear YOUR story through OUR eyes.
Here's what I mean. Instead of:
"Umbrella Hat is an ecommerce marketplace for fitness enthusiasts. Founded in Seattle, Umbrella Hat is now located in over 100 stores nationwide."
"You know how important it is to get outside and exercise, but when it's pouring rain and you're cozy in bed, the last thing you want is to get soaking wet. But what if putting on a stylish hat could protect you from Seattle winters AND let you enjoy the great outdoors?
At Umbrella Hat we believe nature is the ultimate healer. But we don't want to get bogged down in months of winter. That's why we spent decades designing our signature product—a lightweight hat that keeps you dry so you can enjoy all nature has to offer."
You can keep your "press-worthy" company blurb on your About page, but paste it at the bottom of your page, enclose it in a colorful box or move it to the sidebar. Just don't let it interrupt the flow of your customer story.
Mistake #3: You withhold social proof
We all know testimonials are the greatest. Since you're clever, you've added:
- ...reviews to product pages
- ...testimonials to sales pages
- ...logos in the footer (where barely anyone scrolls)
The problem with this tactic is that fewer people see those pages. You want to immediately create trust on your most popular page, right?
And it ends up working to your advantage:
Great social proof encourages further time on site, so don't hide those quotes deep in the recesses of your website. By putting a select few testimonials on your About page, you'll encourage people to check out that product everyone's raving about.
Try this experiment at home...
Make these 3 changes to your About page, wait a week, then go into Google Analytics and check out your new bounce rate.
Come back and tell us the results in the comments!
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