The About page is a fundamental element of every website, serving as a hub for users seeking insight into the site’s purpose and identity. Crafting an engaging About page is crucial for converting visitors into users, attracting potential collaborators, and fostering a deeper appreciation among regular users.
This page is the gateway to understanding the website’s mission and offerings. Users may visit with various queries, but the ultimate goal remains consistent: to convey the rationale behind their presence on the site or the reasons they should engage with it.
Identifying the target audience for your About page is essential. Here are three key groups of readers:
1. **First-Time Visitors**: Individuals who may have been directed to your site by a referral or discovered it via a search engine or social media. They are assessing the site’s content to determine whether it warrants continued engagement.
2. **Regular Users**: Consistent readers or registered users who seek additional information about the site they frequently visit. The About page serves as a tool to reinforce their commitment and deepen their understanding.
3. **Potential Collaborators**: This group includes advertisers, content contributors, industry peers, job seekers, and researchers. They are interested in the site’s background and relevance to their objectives, such as demographic reach or content alignment.
All these groups share a common goal: to evaluate the site through the About page to ascertain its relevance to their needs.
An effective About page should address the Five Ws:
– **Who** are you?
– **What** do you do?
– **When** did you start?
– **Where** are you located?
– **How** do you achieve your goals?
Begin with a concise 1-2 paragraph summary at the top of the page to provide a quick overview without overwhelming the reader with extensive text.
For instance, Six Revisions, a website for designers and web developers, provides a brief introduction:
> “Six Revisions is a website that publishes practical and useful articles for designers and web developers. Launched in February 2008 by professional web developer/designer Jacob Gube (now serving as the Chief Editor), our content is crafted by talented professionals worldwide, with a focus on quality, comprehensiveness, and utility.”
This summary addresses the Five Ws and sets the stage for more detailed information.
To further engage the reader, consider including:
– Biographies of key personnel
– Website traffic statistics
– Contact information
– Collaborations and partnerships
– Technologies used
– Company values
Addressing potential questions from each reader group can also enhance the About page’s effectiveness:
– **First-Time Visitors**: Information on updates, subscriptions, account registration, and contact options.
– **Regular Users**: Opportunities for deeper engagement, such as additional content or support channels.
– **Potential Collaborators**: Details on collaboration possibilities, advertising, and traffic statistics.
Adopting the inverted pyramid writing style can be beneficial, starting with the most critical information and gradually providing more specific details. This approach aligns with the impatient nature of web users.
As an example, Smashing Magazine’s About page succinctly answers the Five Ws in three paragraphs and then delves into more detailed information about the team, statistics, and opportunities for collaboration.
Ultimately, the tone and style of your About page should reflect your brand’s personality and resonate with your audience. Adding a photo of yourself or your team can personalize the page and connect with readers on a more human level.
Remember, the About page is more than just information; it’s an opportunity to engage, inform, and build trust with your audience.
