In this series, I’m going to break down the basic elements that every website needs and how to easily accomplish it. These are my #contentbasics. Even if you have been running your website, online store or blog for a while, these things can always be freshened up. I hope each week you’ll find something that you can use on your website.
Here’s what to expect over the coming weeks:
- How to write an awesome About page that clearly describes you and your website.
- What your “Home Page” should really look like and how it should function.
- Why every website needs a “resources page” and what it should do.
- Why you need automate your “contact page” and start building your most valuable asset.
- How to audit and edit any page on your website to rank better and increase conversions.
Up first, the “about” page. One of the most common pages for any website. And it’s also one of the worst pages (the absolute worst is next week) on most websites. It usually needs some work, let’s get started.
About what? Start with an Elevator Pitch.
The about page is frequently used to say too much. Or nothing at all. I know it’s on most websites because every website has one. It’s true, but you probably have too much to say “about” yourself and your business to put it all on one page.
The first thing to do is just that. Figure out how much you’re talking about on your about page, and shrink it into an elevator pitch. If you were only able to talk to someone in an elevator for 20 seconds, how would you describe your business? How would you introduce yourself?
Remember, you’ve got to be professional, represent your brand effectively and most importantly, capture their interest.
- What makes you unique?
- What makes you the best choice in your industry or niche?
- Why should someone trust you?
- How can you provide a great experience?
Those are some starter points. It’s an exercise that I was taught both in business school and learned while doing a lot of networking at my local chamber of commerce. It works, and it takes some practice. On your website, you’ve got something I didn’t have face-to-face… the ability to edit! You can always change it until it’s perfect.
Awesome About Pages Point people in more specific directions
If someone wants to learn more, what should they do?
You’ll need to think like one of your readers and figure out the answer to that exact question. What would be beneficial? What questions would you ask someone who just gave your elevator pitch?
The answers are usually all found in the following:
- The people: the founder, your team (if you’ve got a team),
- Your brand: what you do
- The origin story: why you are driven to fulfill the story (or write a sequel)
- How you do what you do: what makes your process unique
All of those topics are way to much to cover in just one page. Break it up, each topic is important enough for you to have a page for each.
Awesome About Pages Create multiple pages to cover specifics
I personally think that each of the topics above should have it’s own page. That means four additional pages (if you don’t have them already).
It’s delivering on your initial message and giving your audience the information they are looking for – that’s it. For me personally, when I’m browsing though a site that I’m interested in, I’m looking for their past work. If I’m impressed then I look at the people behind it – never the reverse. If I’m scrolling though the people, I may never get to the projects.
Advanced Tip: Technically, this will also improve your site architecture and increase your user experience score. Both of these things are for SEO and increase your internal links (going from about to meet the founder for example) and boosting time on site and number of page views per visitor.
Although that advanced tip is correct, I’m thinking like a person who wants to get more information, they just happen to be browsing your website.
Each of these additional pages should follow the same structure. Consistency wins! I prefer the following for most pages:
- What we’re talking about
- Why it matters
- What you should do about it
- How that will benefit you
This content structure appeals to the right audience and will get readers diving deeper into your content. Keep in mind that the goal is to get someone converting.
Awesome About Pages Suggest Actions or Next Steps
This content formula also gives numerous opportunities to link to other resources, ask the reader to subscribe to your newsletter or gets them to a free resource or sales page.
Mixing up the content on these about pages with images, videos and clickable buttons will encourage the reader to scroll and read more. This is a good thing. Don’t throw things in if they are unnecessary, but go for it when it is relevant.
At this point on your website, you can be bold because the reader has already shown interest in you. You can show your true colors because you want them to make the decision to join your tribe and become a true fan. These are the core of your business growing and usually they are the people who can most relate to you. Let them know what to expect from you and your brand moving into the future.
Awesome About Pages: Reference each page whenever you can
Believe it or not, you’ve created the start of a sales funnel! Woo hoo! Referencing back to each of these pages will get someone more interested in you and increase the likelihood of getting a conversion.
The top of your funnel is somewhere that you always want to send traffic to because it’s the first place that is specifically designed to send people in the right direction.
With these pages in mind, you’ll be mentioning them in your blog posts more frequently because that’ll be much easier than constantly adding a paragraph about your brand, origin story or yourself.
The next thing to ensure more traffic gets to these pages is to include them in your main navigation menus. At minimum the top and bottom menus on your website. It’s important to increase the chances that your readers (especially first time visitors) will check them out.
Your audience wants to learn more about you!
To recap, here’s how your going to build the perfect about page:
- start with an elevator pitch.
- point in more specific directions
- create multiple about pages
- One for the people
- One for the brand
- One for your story and intentions
- suggest actions or next steps
- reference each where ever suitable
Take the time to create these additional pages and have a distinct reason for each. The results will surprise you. I’ve been asked about little details on my website all the time. The personality of your brand and yourself will shine through on these pages, give actionable steps to dive deeper into your content, and lead to building a strong tribe!
Make it happen. Start to clean up your about page by seeing what needs to be updated. If you want further reading, check out this post. Get ready for week #2! See you next week when we cover what is usually the worst page on all websites: the home page! What your “Home Page” should really look like and how it should function.