Growth Tactic #18: Use Your About Page to Convert Visitors

January 31, 2017

Learn how to turn one of your website’s must-have pages (the About page) into a must-read page. Pick up easy ways to Use Your About Page to Convert Visitors in our latest, Growth Tactic #18 of the 100-Day Digital Growth Plan. We’re offering our best tips and insights to keep you learning and growing well into 2017!

Overview — Use Your About Page to Convert Visitors

Every site has an About page…which is why just having one isn’t enough anymore. Your About page needs that little something extra–it’s an opportunity to invite visitors into your company’s world. Who are you? Who you are your employees? How did your business story begin and how has it gotten to where it is today? After your prospects witness the mix of personality, success and history that makes your company tick, they’ll ache to become part of your brand family. Get ready to turn your standard About page into a fun and exciting conversion machine.


STEP ONE: Do the research. Take a look at some of your favorite websites and especially, your main competitors’ sites. What do their About pages have that yours is lacking? Need inspiration? Here’s one striking example. 

STEP TWO: Make a list. What information do you absolutely want to include on your page, which items are negotiable and what do you want to avoid this time around? You could include: actual pictures of real employees (instead of stock photos), background information about your company (think: story, not facts), customer and/or employee testimonials, a short video of your team in action, brief employee bios, some copy specifically directed toward your future customers (this is us and what we can do for you), and don’t forget your call-to-action (a button, form, etc.). Make it as easy as possible for prospects to turn themselves into customers once they see your new and improved page.

STEP THREE: Take your list, narrow it down and create your new About page. How will you be able to tell if it’s converting? Check your Google Analytics regularly to find out what’s working, what’s not and what your next step for further improvements should be.

Resources and Tools

We’re committed to providing a deep source of information and education for our community. Find more resources in our Learn page and visit us here again for the next 100-Day Digital Growth Plan Tactic! Then, contact us for more ideas on digital growth and your website.

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