The 'about' page may seem like the most mundane and boring part of your website. After all, who looks at that stuff anyway? Maybe you don't even have one on your blog. But that would be a serious mistake.
Your 'about' page is quite possibly one of the most important pieces of content you can create for your website. It is often the first place newcomers go to find out about you and what kind of content you offer your audience.
For some bloggers, it is the most visited page on their website. If you don't take advantage of that fact, you could be missing out on subscriptions, sales, leads… whatever you're after!
So, in short, your 'about' page is the place to "deliver the goods". You need to make sure that you are providing your visitors with concise, relevant and engaging information. If you're doing it right, it should be one of the most well-thought-out pieces of content on your website!
Having understood the importance of your 'about' page, let's take a look at what you should do with it.
Provide Basic Information
Photos (particularly faces) are known to catch people's attention on the internet, so you should definitely use this information to your advantage. People often go to an 'about' page just to see the author's photo. A picture can give your visitors a better sense of your identity and who you are.
Bonus Tip: You may consider "pointing" towards the content with your photo. In other words, you could have your eyes looking down, a finger pointed in a particular direction, or you could get a side-shot of your face, with your nose pointing at the content you want people to pay the most attention to. It's a subtle technique, but it's effective and a lot of marketers are using it (just look at Seth Godin's website, for example).
Engage Your Audience
This may also seem like common sense, but you don't want your 'about' page to be boring. Your objective should be to get people to the end of the page, so your content has to be interesting enough for people to want to get that far.
That doesn't mean you shouldn't write a good amount of content, but you'll want to keep it succinct as well. That may seem contradictory, but in essence, "don't go overboard".
You can list your credentials and experience, and that is all good, but don't ramble on forever. Your main focus should be to let your readers know what sort of content they can expect to see on your website.
Your readers are likely asking themselves (perhaps subconsciously) the following questions. Try to answer them on your 'about' page:
- Who are you?
- Who is this blog for?
- What do I get out of it?
Finish with a Call to Action
Earlier, we established that you should help usher your reader to the end of your page. That's because this is your best opportunity to ask your reader to take the relationship to the next level.
People want to know what they should do once they reach the end of a page. The same goes for a blog post. Take this chance to direct your visitors.
Getting them to sign up for your mailing list may seem like the obvious choice, but you could also let your visitors know about your latest e-book, free download, or have them subscribe to your feed. You could have them share the page on social networks. Take some time to think about what you want your visitors to do most, and then select the most appropriate call to action based on the flow of the page.
Keep it Updated
Finally, don't forget to update your page from time to time. Over the course of time, you may start new projects or abandon existing ones. You may place a greater priority on getting blog subscribers over newsletter subscribers and want to change your call to action. Revise your page with the latest, most relevant information every few months.