The “About” page is often the most visited section of a website. It acts as the public face of any organization, company or individual, highlighting who you are, what you do and most importantly, why visitors should give you their business.
There’s an art to creating the perfect About page. Check out the eight tips below to make sure you get it right.
You should be able to answer these questions in a short “elevator pitch”—two-to-three clear, non-technical sentences. This high-level summary should appear at the very top of your About page. This short pitch is absolutely the most essential component of any About page—and possibly your website as a whole.
Here are a few examples of companies doing it right: National Geographic: The National Geographic Society has been inspiring people to care about the planet since 1888. It is one of the largest nonprofit scientific and educational institutions in the world. Its interests include geography, archaeology and natural science, and the promotion of environmental and historical conservation.
MailChimp: More than 9 million people and businesses around the world use MailChimp. Our features and integrations allow you to send marketing emails, automated messages, and targeted campaigns. And our detailed reports help you keep improving over time.
TaskRabbit: TaskRabbit allows you to live smarter by connecting you with safe and reliable help in your neighborhood. Outsource your household errands and skilled tasks to trusted people in your community. It’s an old school concept - neighbors helping neighbors - reimagined for today.
Be sure that there’s some hierarchy to these sub-sections—the information most relevant to the largest number of customers belongs at the top. These sections are also great places to provide hyperlinks to other relevant pages on your website where visitors can get more detailed information on a specific topic, product or service that interests them.
GrubHub’s elevator pitch is a great example of concrete, compelling descriptions: GrubHub is the nation's leading online and mobile food ordering company dedicated to connecting hungry diners with local takeout restaurants. The company’s online and mobile ordering platforms allow diners to order directly from approximately 35,000 takeout restaurants in more than 900 U.S. cities and London. Every order is supported by the company’s 24/7 customer service teams. GrubHub has offices in Chicago, New York and London.
Listing the number of restaurants involved and the number of cities where GrubHub has a presence shows the company’s scale, rather than tells it. By noting its 24/7 customer service, customers will know that GrubHub is reliable and dependable. And the company avoids technical jargon or corporate lingo by simply describing GrubHub’s mission as “connecting hungry diners with local takeout restaurants.”
Try supplementing your elevator pitch with a short video that shows your business’s work in action (check out this example from National Geographic, and this post for how to make a DIY video). Or describe the company history through an interactive timeline. Include photos of staff and products, or short video interviews with company leaders or clients. And explain your sales growth, impacts or complicated processes like supply chains through graphics.
The About page is a cornerstone of any effective website. There are still a lot of additional building blocks necessary to create a successful web presence, but with these tips, you’ll begin laying the right foundation.
Sarah is a freelance writer based in Silver Spring, MD. Her work has also appeared in Popular Science, Audubon, OnEarth, GOOD, Grist.org, Inhabitat.com, and several other publications. When she's not creating compelling online content, Sarah enjoys reading, cooking, watching bad reality TV, and pampering her dog, Clancy.