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From our findings, we’ve noticed that for many solopreneurs and businesses, a website’s about page is often one of the most visited pages on a website. Even if they enter your website from other pages or posts, chances are they may still navigate to your about page to check out who you are and what you’re about. So, what does your about page say about you? Does it speak to your potential customer or client, just as you would if you were standing in front of them?

Here are our 5 must-have things your about page needs that you’re probably missing:

1. Your Hook

As soon as someone lands on your page, is it abundantly clear who you are, what you do and who you’re looking to help? Your about page should immediately present a unique business identifier, often in the form of a “hook”. A hook is something that will immediately grab the attention of the reader and should set you apart from your competitors, offering something that is uniquely inspiring. Did you have a humble beginning? Or were you awarded the medal of honor? Who have you helped and what results did you see? Make your hook compelling and original to set you and your business apart.

Take Action: Create a hook, with a key identifier, telling your core story

2. Testimonials, Case Studies or Portfolio

Many businesses will proudly display testimonials on their homepage (and rightly so), but many don’t even consider the thought of adding them to their about page. An about page is the perfect opportunity to name drop, because visitors are there looking to learn more about you. Let people know who you’ve worked with with testimonials to show them how awesome people think your programs, products and services are. You can even offer the user links to view further case studies or even a detailed portfolio to find out more. 

Take Action: Reach out to customer to request testimonials or build 2-3 case studies or portfolio items to share

3. List-Building Value Proposition

So, you’re probably getting a nice amount of traffic to your website, but your email list is looking a bit slim. When viewers hit your about page, consider offering a value proposition to get to know you more. It should be something that your target demographic really needs, like a whitepaper, ebook, or in-depth video answering a question they might have or haven’t even considered. By providing value, you’re not only building trust with your readers and potential clients, but you’ll also have the opportunity to build your email list, too.

Take Action: Create an evergreen value proposition to build and develop your email list

4. Services and Solutions

The beautiful thing about inbound marketing is that you know someone has landed on your website because they’re specifically looking for a solution that you can offer. But often times, companies forget to offer it, or it’s so deeply embedded on their site that no one can even find it. Put your offerings out there, highlighting your services and solutions with a call-to-action. This could come in the form of links within your about page copy or a banner at the top or bottom of your page. The more clearly you can convey how you can help, the more likely they’ll take you up on your offer.

Take Action: Include details or links to find out more about your services or solutions you offer in a way that addresses the pain points of the visitor

5. Social Media Links and Sharing

Rarely do we come across brands that don’t have social media for their business, by very often we come across websites that don’t even have links to their social media pages and profiles. If you want to be found online, the key is cross-pollination. Link to your social media from your website, link to your website from your social media, link to each of your networks to each other. Potential customers are often lazy or lack the skills to find you online – the easier it is for them to find you online, the better. Include social links to your about page, because if they’re looking to find out more about you, they’ll be looking in other nooks of the Internet as well.

Take Action: Add social links to your pages and profiles to your website (ideally in the main navigation) and your about page, as well as share links on all posts

Added Bonus

Consider using Google Analytics to analyze user behaviour to help you to convert more viewers into customers. In your Google Analytics dashboard, check out Behavior Flow to view how users are entering your website and where they go from there. In-Page Analytics will show you an overlay of where people are clicking and how often to gain greater insight into what they’re actually looking for. 

Google Analytics - Behavior Flow