About pages are a chance to explain what drives your company. You might want to include many different elements on an about page, including a little of your company history, who is in charge and what your mission is as a brand.
A 2019 Edelman Trust Barometer report indicates consumer trust in brands has fallen. The study looked at 25,000 participants in eight global markets. Respondents hailed from the United States, Brazil, China and Germany. Around 81% of people stated they needed to be able to trust a brand to do what is right before buying from them.
How do you gain that level of trust from people who don’t know you, though? You can add testimonials, seek reviews or offer guarantees. One powerful way, however, is by creating compelling about pages that highlights your philosophy. Here are eight ways you can make your about page stand out and examples of other brands doing it right.
1. Label the Page Clearly
Even though it might seem obvious, clearly marking an about page as such allows readers to find the page more easily and decide if they like who you are. Don’t try to get cutesy with the name, such as calling it “The Downlow.” Instead, name it “About” or “About Us” and save the cute phrases for the headlines on the actual page. Use predictable navigation so people can easily find your about page.
Inhale Films makes it clear that you’ll find information on what they do on their about page. Note how they’ve broken down their abilities into several categories, or you can click on the main “What We Do” link to get a quick overview of their philosophy in helping you bring your independent film idea to life.
2. Add Social Proof
PwC’s Global Insights Survey uncovered that social networks rank first in the way people find ideas for brands to put their trust in. Adding social media links and even snippets of reviews on your about page shows your site visitors other people trust you to stand by your word. Social media doesn’t have to take up a significant portion of your page. Put some icons at the top, in a sidebar or near the bottom of your page.
Ferme de Tarieu does an excellent job of keeping the user engaged as they move down the page. The social icons in the left sidebar stay in place as you scroll down the page. Creating sticky icons keeps the user aware they can turn to social media anytime they need additional insight.
3. Answer the 5 W’s
According to traditional journalism, you should answer questions called the “5 W’s” in any story: who, what, where, when and why. Answer these same questions on your about page. These give users a clear view of who you are and what you do.
Marco Santini is a street artist. On his about page, he clearly outlines the 5 W’s of his history and why he creates the art he does. He illustrates the text with relevant photographs showing his work.
4. Include Testimonials
You can write a glowing review about yourself, but it will never carry as much weight as what others say about your brand. One way of highlighting the authenticity of your about page is including a testimonial or two that reiterates what you’ve already said. Ask your favorite customers for a few sentences describing what they like about your company.
Ethereal Day Spa includes information on their staff, what services they offer and what makes them different than similar businesses in the area. They wrap up their thoughts with customer testimonials singing their praises. The testimonials rotate, covering their various services.
5. State Your Mission
A mission statement should be at the core of everything you do as a brand. Sharing it on your about page allows your potential customers to better understand who you are at your foundation. You can say, “Our mission is…”. Of course, you can also be more subtle in sharing your mission and not come right out and state it. The key is to communicate why you do what you do.
696 is a ceramic studio in the heart of New York featuring handcrafted pieces. They state their mission clearly as appreciating the simple things in life. They specifically mention gathering around a table, sharing a meal and gratitude, conversation, joyous expression and celebration.
6. Answer Their Questions
When users land on your page, they likely have questions about your product or services. They may even want to know more about you as an individual. Spend time thinking of what people might ask, then present the answers on your about page to show you understand their concerns. However, you should also make sure you are easy to contact from this page by including either a link or info at the bottom for ways of asking additional questions.
FPP does a noteworthy job of presenting a question the user likely has. They write: “So, the first question on your mind…what is it we do?” They use a friendly, conversational tone and answer the question directly with a single sentence. This approach is highly effective at drawing the reader in and grabbing their interest because it’s an unusual method.
7. Stick with Facts
Perhaps your company is newer, or you don’t have an exciting or eventful history. Don’t try to embellish things to make your about page more appealing. Instead, stick with the facts. If you feel your page is a little drab, you can always select case studies of some of your customers and their more challenging problems you solved. The last thing you want to do is create a bunch of hype and get caught exaggerating.
Brooklyn Soap Company combines several facts to show why they are unique. They are a newer company, but they have a strong mission statement about natural skin care products for men. As you scroll down the page, you can view a video about the birth of the company, learn more about the products and see how people are sharing their use of Brooklyn Soap Company products via social media channels. They even include some Instagram snapshots.
8. Find Relevant Images
They say a picture is worth 1,000 words. People process visuals faster than text, and when combined with words, images create a powerful picture that stays with the reader. However, what you choose must be highly relevant to your brand and make sense with the rest of the text. If you’re unsure, gather feedback from users about whether the image adds to the goal of the page or detracts from it.
Flip Flop Shops is all about selling cute, comfortable flip-flops, so they use images of a fun day at the beach and scenes of sand and surf to go along with their mission statement of helping people find flip-flops that reflect their personality. It isn’t a profound purpose — and it doesn’t have to be. It only needs to be honest and backed up both with text and images.
Let Your Personality Show
The crucial function of about pages is to let your personality shine through. Each company has a unique beginning, challenges they’ve overcome and a purpose in mind. Be as open as possible, so consumers can get to know you and see if they’d like to do business with you. You have elements of your story that are unlike anyone else’s, so dig deep and share who you are and what you want to accomplish.
About The Author
Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her re-reading the Harry Potter series, burning calories at a local Zumba class, or hanging out with her dogs, Bear and Lucy.