Did you know that your About page is one of the most important things on your website? Imagine you’ve just landed on a new website and you quite like the look of it. Chances are, you’re going to look for some information to find out what it’s all about.

Have You Really Put Enough Thought into Your 'About' Page? | KerryJohnson.co.uk

Hello, About page. This is your chance to make a brilliant first impression. Sure, a short, to the point bio will get the job done, but will it compel people to stay? Getting this page just right will help you to build a strong brand and position yourself within the market.

Your About page gives an overview of your business; who you are and what you do. You’ve heard of the know, like, trust factor, right? People are much more likely to buy from you when they feel that they know who you are and what you stand for. Think about your favourite brands. How much do you know about them?

This page also gives you an opportunity to include keywords and phrases, to help drive organic traffic to your website.

What Goes on the About Page?

First of all, you don’t only need to write about yourself. Of course, you’re going to want to introduce yourself, but you should also focus on your client. What do you do to help them? Try to include the benefits you offer.

Starting your About page with a headline is a great way to grab the reader’s attention. Try to make it short, clear and benefit-driven. This will also lead you into the bulk of your content, where you share your story. Remember, this is often one of the first pages people will visit when they land on your site, so it’s important that your portray your brand message with your target audience in mind.

There are two other things that you should include on your About page: a photograph and a call to action. Tell your readers what to do next. This is the perfect chance to add people to your email list.

Above the Fold Content

You might be wondering what on earth ‘above the fold’ means. This is the content that you see on a page without scrolling. The majority of users will leave a web page within the first 30 seconds, so the content they see above the fold is the stuff that needs to grab their attention.

Have a look at your About page. What stands out to you?