When you’re “surfing” the net, or better yet searching for something really specific, everything you visit on the internet is a website, which means websites are everywhere. It also means that you intuitively know the difference between a good website and a bad website.
The difference is simple: a good website is one you found, stayed on and clicked things, while a bad website didn’t immediately give you something you needed and you left.
Of course there is more to what makes a website good or bad, but that’s really the crux of it.
When someone arrives at your website, there are a few things you need to give them to help them decide if they are going to stay or go.
The first, and most important of these, is the About page.
The About page is often overlooked by website owners, either because they do not understand its importance, or they don’t like talking about themselves. (To the latter group, get over it, you’re very awesome.)
And yet, your About page is the place where customers and clients are made or broken.
Why is an About page so important?
Once upon a time we all did business in person. If you wanted a good cookbook, you went to a bookstore and asked the person behind the counter to recommend you one.
Whether or not you bought the cookbook they recommended depended in large part on how much you liked or connected with them, but it also depended on the quality of information you got.
Let’s say the salesperson asked you something like, “Oh, are you looking for new recipes to try or are you looking for recipes relating to a dietary restriction or health issue?”
Those are good questions, and you would be very likely to go with what they recommended because they seemed like they knew a lot about that subject – or at least about books on that subject.
Your About page cannot possibly convey all the information necessary to show that you are an expert in your field, but it can make the initial contact and tell people why they should stick around to find out more about your expertise.
Think of your About page as your own personal Wal-Mart greeter.
It says, “Hi there! You’re looking for what? Oh, excellent. Suzie can totally help you with that.”
I’m not the world’s biggest fan of Wal-Mart, but they pioneered the “greeter” philosophy and they were bang on. Giving you a person whose name you know is the best way to put an actual face on a conglomerate.
Remember that when people find you on the internet you start out as being no better than that huge, faceless conglomerate. Your About page is how you “greet” them and welcome them to your business. You’re just not handing them an actual shopping cart when you do it.