About the About page

We can easily overlook the About page when we’re focused on creating good product pages and a smooth ordering process. While the product and ordering pages are very important, the About page influences decisions too.

If we offer the same products and pricing that our competitors do, why should consumers buy from us rather than from the competition? Information about our company and staff — the history, the approach, the credentials — sometimes becomes the deciding factor. The details and the tone in which they’re presented can help establish confidence in site visitors.

In addition, the About page is one place that journalists turn to in their research when writing about companies, organizations, and individuals. When we provide the searched-for information, we know that it’s correct and that it presents our view.

What should go on the About page? The answer depends on our business, our field, and our target audience.

Each of the following types and tones of content is better suited for some types of websites more than for other types. Where we’ve used the word company, in most cases the word organization or individual applies as well.

Purpose

The purpose of the website and the company behind it should be clear on the Home page. The About page is a place where you can expand on the purpose if there’s more to say. Organizations in particular may need more description than a Home page introduction.

What do you do? What do you offer that sets you apart from the competition? What makes you different? Show readers why they should consider you above other companies.

History

When was the company founded? If you offer services, how long have you been providing these services? Why did you want to offer these services — because of a need you saw, your expertise in the area, or another reason that’s relevant to readers?

What was the field like when you entered it? Has it changed because of your contributions or involvement?

How has the company or product/service range grown? Has your focus changed? What are the company’s goals?

Note: when including time periods, it’s better to use the dates rather than the length of time. "For five years" will be outdated information within a year, but "since 2001" won’t require updating.

Size and location(s)

If only one person is behind the website, you may or may not want to provide this information, depending on the expectations of your target audience. If the website promotes a company, is it a small company or a large one? Focus on the benefits either way. A small company can offer more personalized service and perhaps lower administration costs. A larger company probably has a bigger range of products and services as well as perhaps offices in more than one location and longer hours of service.

Mission statement

A mission statement or statement of values is especially suited for websites promoting services. If people need to consider carefully which company to deal with, more information about your business values and approach is particularly relevant. On the other hand, if site visitors are just looking for a company that can provide good products at a good price, they’re less likely to care about a mission statement.

Philosophy

If your approach is more important than your purpose, a section or page about your professional philosophy may be more relevant than a mission statement. What background, attitudes, and beliefs do you have that influence your approach?

Awards and affiliations

Has the company won any awards? You might want to name them on the Home page or on the About page. The same with any professional organizations you belong to. You can link to their sites, or better yet, display their logo if you have permission to do so.

Staff biographies and credentials

First and last names help lend credibility. So do photos, which can also add a personal touch. You want to show site visitors that you’re real people who aren’t hiding behind a website. If you’ve let your audience see who you are, site visitors will perceive you as more likely to stand behind what you say.

Bios show more about staff as individuals. Possible details to include about each staff member:

• Job title or position in the company
• Relevant education and experience
• Professional qualifications
• Professional accomplishments (awards, publications, etc.)
• Particular interests in the field
• How you got into the field
• How you continue to learn about the content area
• Company products that you especially like and why

Community involvement

Do you donate products or services to charitable organizations? Do you sponsor any groups or events? If the local community has the opportunity to know about your community involvement, the About page is where you can let people online know about it too.

This section should be low-key, perhaps with links to sites of the community organizations you support.

* * * * *

Too much of a good thing can be…too much. Unless your website is about animals or sports, site visitors probably don’t want to know about your pets or your favorite teams, for example. Tell them what’s relevant in helping them make a decision about you and then let them explore the rest of the site.

Click an icon and bookmark this post.