Unlike the homepage, the About page should be directed at using your own personal story and unique selling point (USP) to create a strong impact that drives leads.

Benefits: People who visit your About page usually have a specific challenge that requires attention. Your About page has to promise the solution to that challenge and show the benefit to readers. That must be a part of all the content on the page, from the headline to the call-to-action.

Add an image to your About page that shows who you are and what you offer. It could be your own photo, a custom logo, a short video — you choose.

Storytelling: Every successful About page is centered around the author’s story. After all, a lot has happened in their lives before they got to the current point in their online business.

Storytelling is proven to boost conversion rates. Chris Haddad increased the conversion rate on a landing page from 2% to 8% by sharing the story of how his wife hooked him with sales tactics.

Use your About page to tell your story.

Avoid excessive self-praise and don’t be boring. On his page, Steve, of Nerd Fitness, shares how he made mistakes before starting the site. His honesty and great storytelling help drive leads:

A reason to trust you

A way to contact you

• The right tone
• Your company values
• Visuals
• A bit about your team
• A reason to trust you
• A way to contact you

Call-to-action: Where do you send people after they have read your About page? Don’t leave it to chance; guide them with a call-to-action.

When using colors, make sure that your About page is consistent with the rest of your branding so readers will identify with your site.

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