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3 Things Your About Page Must Do

Your website’s about page is the place where prospective customers come to look you in the virtual eye and it’s also the most overlooked marketing opportunity you have.

3 Things Your Website’s About Page Must Do

1. Build trust.
Think about the reasons we visit about pages. Mostly we want to get a sense of the values of the person or company we’re considering doing business with and to understand what it might be like to work with them.

2. Make the reader feel understood and show how you can help solve her problem.
When you really know the audience you’re serving, you can speak directly to them about the kind of challenges they are facing and describe how you can, and have helped people in similar situations.

3. Tell the reader what to do next.
Without a call to action you’re just inviting the potential customer to leave.
Your about page must have contact details, links your store or services and to other resources on your website.

When you give prospective customers a reason to hang around a bit longer they often do.

UPDATE: Need more help?
The About Page Guide will take you step-by-step through the process.

Image by wee.

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