As you’re creating the content for your website, it’s tempting to focus on products or services. Did you know that most site visitors visit your “About” page right after landing on your site? Here’s a great opportunity to make a lasting positive impact on your potential clients and customers. It’s a key part of your site. Read on for several reasons why.

1. Identity

You present your brand identity on the “About” page. There’s more to brand identity than colors, fonts, and logos. The people behind your business are critical; they should attract trust and respect from website visitors. Use professional-level photography in a style that’s in keeping with your brand. Make your descriptions of key company players succinct, informative, and captivating. Customers want to connect personally with you. Make it easy for them. 

2. Uniqueness

Your “About” page should clearly communicate the essential uniqueness of your business. Storytelling is a big buzzword in marketing these days, and it’s no wonder. Human beings make meaning through stories. The story of your business is like no other; find a way to present it on the page so you become unforgettable. 

3. Purpose

Whether you’re a digital startup or a traditional brick-and-mortar business, knowing the “why” of your enterprise is essential. So is presenting it in a clear, powerful way. This will immediately draw your ideal clients to you, and help them self-select so that when they contact you, they’ll likely be serious prospects. 

4. Reputation

The way you’re viewed in your community and by your customers is key. On your “About” page, include testimonials, brief accounts of accolades, and the logos of high-level customers (with their permission). Any potential client needs assurance that you have a strong, solid reputation. Trust is vitally important. 

5. Responsiveness

In this context, responsiveness is twofold. First, your “About” page should indicate your commitment to meeting the needs of your customers, and that you’re friendly and approachable. Second, the page itself (and the rest of your website) should display clearly on all devices. Over 50% of people who visit websites do so on their mobile phones; make it easy for them to find out about you when they’re on the go. 

When planning your business website, it’s a challenge to decide what to focus on in terms of content. Keep these tips in mind as you put together a compelling, attractive “About” page that fascinates your visitors.