The Key Ingredients for a Show-Stopping About Page
An about page is a critical element of any website. In fact, it is the second most-visited page of a website after the homepage. It is where both customers and prospective employees alike, go to start their due diligence process. “Can I work with you?” “Should I buy from you or enlist your services?” Quite an important page then! But where to start?
At Made by Dave, we like to think of an about page as being a little bit like the signature challenge on The Great British Bake Off. Now, for anyone not familiar with the TV show, GBBO is a baking contest. Each week, the contestants (aspiring amateur bakers) enter a tent set in the grounds of a quintessentially British estate, to complete 3 baking challenges.
The first is the aforementioned signature challenge. The bakers are asked to make multiple, identical, “tried-and-tested handcooked bites.” Things like eclairs to sausage rolls. However, they cannot be bog standard ones; they have to elevate them with their own “personality, creative flair and baking ability.” But they cannot go too wild with their recipes; the bakes still need to be recognisable as an eclair, sausage roll etc.
An about page works in a similar way. There is an expectation to find certain elements: your story, your team, your mission statement. They are the staple ingredients if you like, of what makes an about page an about page. But you can definitely add a dollop of your business’s own essence to it, to distinguish yourself from all the other offerings out there! In this blog, we discuss how. So on your marks, get set, read!
Your Mission
Every about page needs a mission statement. Why? These stats curated by the THM agency from the Harvard Business Review, PWC and their own research, answer that question:
“Over 90% of businesses with well-defined mission statements achieve growth and profits that meet or surpass their industry’s average.”
“84% of millennials prioritise finding meaning in their daily work, and 83% of Gen Z carefully weigh a company’s mission before applying for a job.”
“... a total of 258 Fortune 500 companies, or just over 51%, explicitly refer to their customers in their mission statements.”
It is undeniable that a clear and powerful mission statement is beneficial for all parties involved. For an employer, it is a helpful guide to keep them on track when navigating change or making decisions. An employee is motivated with a clear direction and purpose. The consumer is reassured their goals align with the company’s, building trust and moving them closer to purchase.
A mission statement basically summarises why a business exists. It is usually 1-3 sentences long and memorable. It can feel quite daunting, distilling your company’s purpose into such a small word count. We won’t attempt to explain how to write one in the remit of this blog – it's a whole topic in and of itself! But here is a link to a helpful step-by-step guide by Wordstream.
You could say the mission statement is a binding agent of sorts. It brings together all your decisions, content and messaging into one cohesive whole. It plays quite a pivotal role and that should be reflected in the design hierarchy.
Feature it high up the page, before the fold (before you have to scroll). Creating space around the mission statement allows it to stand out. You could explore the use of typography. Maybe apply bold or italics to certain meaningful words to make them pop! To create maximum impact, accompany your mission statement with an image that shows it in action!
Your Story
Storytelling has been around since the beginning of time. However, it is fair to say that it has gained significant traction over the last couple of decades and is somewhat of a buzzword within the business world. So why is storytelling the flavour of the moment?
The Brand Shop has pulled together some statistics on storytelling; entry number 2 is particularly interesting! From a study carried out by Paul J. Zak and reported in the Harvard Business Review, TBS gleaned that “stories have a unique ability to influence our brains and trigger the release of oxytocin, a hormone that promotes trust.”
Trust is exactly what prospective customers and employees go to the about page to ascertain. Do they trust you enough to part with their hard-earned cash? Do they trust you enough to press send on that job application? So telling your brand story is a no-brainer! But how to tell it?
A brand story explains how a business came to be, what determined its mission/purpose and how its products and services have proven to change lives for the better. As with all great tales, by adding in a pinch of conflict, a dollop of empathy and a dash of entertainment, a brand story can become relatable and truly connect with the audience – the consumer or future employee.
Again, there exists reams of literature on the subject, so we won’t delve into the miniature detail on “how to write a brand story.” However, this article by Medium shares some of the key ingredients that will give rise to a successful brand story, preventing it from falling flat.
Your brand story doesn’t necessarily have to be in the form of prose. It could be broken down into smaller instalments and presented along an eye-catching timeline, complete with pictures.
Your Team
Put a face to the name! People want to know who they could be working with or buying from. As they say, a picture can paint a thousand words and so too can headshots communicate a lot about your brand. In fact, “professional headshots make you look 76% more competent” according to a study conducted by Headshots Inc.
If finances permit, we wholeheartedly recommend hiring a professional portrait photographer to do your headshots. They will ensure all the photos are visually consistent and in line with your branding. If you are camera shy, these guys and gals know how to get the best out of the least photogenic amongst us. If you are on the fence, read our blog: Does my Squarespace website need professional photography?
If you operate in industries such as finance, security, legal or healthcare, more formal shots in smart attire, against neutral backgrounds or in the office, absolutely do the trick. When it comes to health, freedom and finances, consumers want to know that you are trustworthy, composed and top of your game!
If your line of work is more creative, something a little quirky will pay dividends. You could use bold backgrounds or incorporate animation. Include the office dog in your line-up with the job role “morale booster.” Or for each team member have two contrasting headshots; a simple, smiley one and a funny one that is revealed on a hover. Go wild!
The Secret Ingredient
What is the secret ingredient that differentiates your business from all the others? You! Again, another word buzzing about is authenticity. The Cambridge Dictionary definition of authenticity is “the quality of being real or true.” According to this Gitnux report, “about 86% of consumers cite brand authenticity as a key factor when deciding what brands they like and support.”
Consumers and job seekers come to the about page to suss out who they could be doing business with or working alongside. If they buy into an online persona that doesn’t exist, it creates distrust. So don’t pretend to be anything else because you think it sells. Also it’s super exhausting pretending to be something you are not; it is like a rustic bread maker trying to be a pâtissier…we think. It sounds cliché, but it is true: no one does you better than you!
How to be you? Okay, so you know you best, we shall not patronise! Again, many have written on the subject of authenticity; we cannot justly sum it up in this blog. But skimming the surface, here are a few ways to add your own personal touch to your about page:
Establish and write in your brand’s tone of voice (TOV). Use conversational copy i.e. write as you would say it.
Share personal details in your brand story or team bios. Obviously within reason – always be safe online! Owning the same breed of dog as a consumer or studying at the same place as a prospective employee creates connection and could be the clincher!
Be transparent with business shortcomings. If you have sustainability goals which you haven’t yet reached, share what you are doing to meet them.
Obviously, design can really consolidate your brand’s identity. Our top tips to achieving authenticity visually, would be to avoid stock imagery. It is generic, anyone could use it and it is probably already being used on many websites. Getting photos of your business in action is a great personal touch.
Being Squarespace designers, naturally, we advocate for going bespoke. As explained in our blog 5 Benefits of Hiring A Squarespace Web Designer, a website designer can use custom code to create truly unique designs that capture the essence of your brand, setting you apart from the crowd.
Conclusion
So there you have it, a list of key ingredients to get you cooking up a show-stopping about page! Don’t forget to include the essentials: a clear and motivational mission statement; an engaging brand story; and professional images of you and your team. Finally, add a big dollop of you to the mix. Ensure you bring yourself and your brand personality to the table.
If you would like any help bringing your company’s about page to life, the team at Made by Dave would love to help! Nothing pleases us more than building websites that truly capture the essence of brands, allowing them to go on and become star business owners!