about page

5 Ways to Win New Clients with Your About Page

Do you love your company’s about page? Does it help you close the sale and win new clients? Yes, no, maybe so?

I started thinking about the importance of the about page on Monday. I was talking to my friend Brian about the sales process, and the conversation morphed into the importance of getting “closer to human” (Brian’s term for it, which I absolutely love) when it comes to sales and marketing.

The premise is this: It’s so damn easy to hide behind technology and let it take over our interactions with others. The more in-person meetings (or video calls or even analog phone conversations) we have, the more connected we are to people. The stronger those connections, the better our sales.

Which brings me to the topic of this blog post: the about page on your website. After someone meets you or hears about you, they are going to check out your company online. And one of the pages they are going to visit is your about page to learn more about who you are.

The closer to human that experience is for them, the more they’re going to like you, feel connected to you, and potentially buy from you. Here’s how to accomplish that on your about page.

Be energetic

If you’re not excited about your company, no one else will be. Make sure that enthusiasm and energy comes through on your about page. Replace “blah” verbs with action verbs. Sprinkle in adjectives and adverbs. Be conversational.

Officevibe does a great job of this:

“It all started with the realization that employee satisfaction was the key to our organization’s success. At GSOFT, we grew incredibly quick, going from 5 to 180 employees in just three years. As we continued to grow, we needed a way to monitor employee satisfaction in real-time and give our employees a way to express their feedback anonymously.

“We set out to build the simplest tool to help people enjoy work, and so Officevibe was born. Today, we’re proud to be helping thousands of customers in over 100 countries. We truly believe that everyone deserves to be happy at work. We want to empower managers with the tools they need to create greater workplaces.”

Their about page also speaks to my next two points: it answers “why” and tells a story.

Answer why

People want to know more than what you do. They want to know WHY you do it, aka what your mission is.

Nike is a great example. Though they’re an athletic apparel company, their mission is to:

“Bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.”

I don’t know about you, but I want to be inspired! Especially when it comes to my health.

Tell a story

If your company is in a traditional, buttoned-up industry or if you operate in a very crowded marketplace, telling a story about why you’re different or what inspired you to start your company can help you connect with potential clients.

Case in point is HALF UNITED, a company with a lot of competition:

“HALF UNITED is in business to end global hunger using fashion. For every HALF UNITED product that you purchase, YOU give 7 meals to a child in need! HU was founded in 2009 by brother/sister duo Christian and Carmin Black, with only $200 and a passion to change the lives of people in need. To date, HALF UNITED’s customers have provided over 600,000 meals for children in need in the USA, Fiji, Cambodia, Liberia, Nepal and Haiti!”

After reading their story, you better believe I want to support what they’re doing.

Write short, fun bios

Want to know who’s behind the company? Me too. I want to know who I’ll be working with.

Ann Handley, a marketing thought-leader, has a great bio. It’s short, powerful, and makes very clear that she’s good at what she does.

“Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller  Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (September 2014, Wiley) and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (2011, Wiley). She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, mom, and writer.”

Include your values

Because we tend to be friends with/like/buy from people who have the same values as us, one of the best ways to connect with a potential client is by clearly stating your company values.

It’s one of the reasons I put Jansen Communications’ values on our About page. They are:

“Respect, reliability, collaboration, and trust.”

One thing I like about having values front and center is it also gives potential clients an idea of what to expect when they’re working with you.

What else catches your eye on a company’s about page? What is missing from yours?

Of course, if you need help with your about page, shoot us a note. We’ll write something that will connect – and help convert!

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