Sitting down to write your “About” page can feel overwhelming. You stare at the blank screen wondering, “How do I capture the heart of my business in a few paragraphs?”
The key is to not get bogged down trying to cram everything about your company on one page. Instead, think of your About page as a conversation with a potential customer who asks “Why should I work with you?” What would your answer be?
Your About Page Tells Your Story
Your About page tells the story of your business to build trust and connection. It should give visitors an authentic understanding of:
• Your mission and values
• How the company started
• Who’s behind it
• What makes you unique
• What customers can expect by working with you
In other words, it should capture the essence of your business in a personable way.
For example, don’t just say you offer landscaping services. Share what first drew you to outdoor spaces and your vision for creating tranquil gardens. Introduce the team members customers will work with directly by name. Feature genuine customer testimonials describing their experience.
The goal is to move past a generic corporate overview to give potential customers a taste of your passion, principles and why you care so deeply about what you do.
Crafting An About Page That Captivates Customers
Crafting an engaging About page takes thoughtfulness and care. Here are key elements to include:
1. Lead With Your Purpose
Feature your mission, vision and values prominently. This gives visitors insight into what motivates your business beyond profits.
For example:
Mission: Our mission is to transform ordinary spaces into beautiful, tranquil oases using sustainable practices.
Vision: We envision a future where every home integrates green, eco-friendly landscapes.
Values: Our core values of sustainability, artistry and customer care guide our approach.
2. Share Your Origin Story
Share the founding story and history of your company. Cover details such as:
- Who started the company and why
- How it got off the ground originally
- Key milestones
- Major pivot points or changes in direction
- Notable achievements, awards, media features
This builds trust by highlighting the journey you took to get where you are.
Example
Green Thumb Landscaping was founded in 2010 by two childhood friends, James and David, with a shared passion for bringing sustainability into outdoor spaces. It began as a weekend gardening business operated out of their garage. Within two years, as word spread, it became their full-time focus. Since then, Green Thumb has designed over 500 gardens locally, won Best Sustainable Business awards, and grown to a 15-person team.
3. Introduce Your Team
Showcase the people behind your brand that customers can expect to interact with.
Include:
- Name, photo and role
- Relevant experience & qualifications
- Personal touch or fun fact
Example Team Member
Mary Thompson, Senior Designer
Experience: Over 10 years of experience in sustainable landscape design.
Fun fact: Mary runs weekly gardening classes at her local community center teaching urban youth how to grow their own food.
4. Showcase Your Unique Approach
Explain your methodology, principles, or processes that set you apart. Add specifics on how this positively impacts customers.
For example:
Our landscape design process is centered around sustainability to create spaces that are beautiful yet easy for clients to maintain long-term. We focus on using native plants that require less water, attract local pollinators, and reduce the need for pesticides or chemical fertilizers. This creates lush, vibrant gardens our clients enjoy for years to come.
5. Feature Customer Testimonials
Include genuine customer testimonials that detail first-hand experiences of working with your company.
“Green Thumb breathed new life into our dull, water-intensive yard. Through their innovative sustainable landscaping design and plant choices, they created an outdoor oasis that looks amazing but needs little upkeep from us even during droughts.”
- The Stanleys, Green Thumb Client since 2019
BONUS
Embed Google Reviews
Embedding Google reviews on your About page is an excellent way to showcase unbiased third-party opinions from verified customers.
Follow these steps:
- If you don’t have a Google Business profile yet, create one and ask customers to leave reviews.
- Install the Widgets plugin if using WordPress. For other site builders, they have native widgets to embed reviews. We love this one for our client sites:
- Configure the plugin widget settings to adjust appearance as needed.
- Add the widget to your About page sidebar or within the testimonials section.
- Encourage customers to continue leaving reviews to keep them updated. The widget dynamically loads new ones.
Embedding Google reviews strengthens credibility through social proof on your About page.
Getting Customer Testimonials
Glowing customer testimonials don’t happen automatically. To get rave reviews you can proudly showcase:
Strategically Ask
Identify customers who’ve expressed satisfaction and personally reach out asking them to leave an online review. Follow up multiple times gently.
Give Them a Nudge
After completing projects, email customers linking to your profiles and kindly asking them to leave a review if they were satisfied.
Make it Easy
Include links, instructions and motivation for leaving reviews in confirmation emails, on your website and invoices. The simpler you make it, the more success.
Offer Incentives
To motivate customers, consider offering a small discount or gift as a token of appreciation for taking the time.
Respond Publicly
When you receive positive reviews, make sure to publicly thank the customer for the kind words. This personal touch stands out.
With some effort, your About page can overflow with glowing testimonials from happy customers for others to see.
6. End With a Clear CTA
Conclude by encouraging visitors to take the next step, whether scheduling a consultation, requesting a quote or subscribing to your newsletter.
Example: See if our sustainable approach is a good fit for your landscape vision. [Schedule a design consultation today to get started.]
Wrapping Up: Bringing Your About Page to Life
Crafting an engaging About page that connects with visitors takes time and thoughtfulness. By leading with your purpose, telling your origin story, introducing your team, highlighting your unique approach and interweaving customer perspectives, you create a page that gives potential customers an authentic understanding of the heart of your business.
Approach your About page not as a one-time project, but an ongoing opportunity to capture what makes your company special. Revisit it periodically to update milestones, add new team members or achievements and refresh testimonials. Treat it as a “living and breathing” representation of your brand story.
Need help bringing your business story to life digitally? The experts at Social Spike offer free website consultations to create visually engaging About pages that educate and convert visitors. Let’s discuss how we can showcase the soul of your company in an impactful way.
Schedule Free Website Consultation
With the framework above and the digital design talents of Social Spike, you have all the ingredients for an About page that leaves a lasting impression on visitors. Let’s get started on the rewarding journey of telling your business story online.
Frequently Asked Questions
What should be included in a company’s mission and vision statement?
The mission statement should concisely state your purpose and reason for existing. The vision statement describes your ambitious goals for changing/impacting your industry long-term. Together they guide decisions.
How can I write a compelling company history?
Share the key moments that led to starting your business, obstacles faced, and milestones achieved since inception. Be authentic about challenges overcome to relate to customers.
What are the benefits of highlighting team members and their expertise?
Introducing individual team members puts faces to your brand for customers to connect with. It builds trust by highlighting their qualifications and know-how.
How can I effectively communicate my company’s unique selling proposition?
Succinctly explain what methodologies, specialties or principles allow you to deliver superior value compared to competitors. Include examples of how this positively impacts customers.
What are some examples of company values that can be showcased on an About page?
Common company values include integrity, transparency, accountability, diversity, sustainability, quality, innovation and community engagement. Share examples of how these shape decisions.
Why are testimonials and reviews important for a business website?
Positive customer testimonials build credibility by offering social proof from objective first-hand experiences. They lend trust and reassurance for potential customers exploring options.