The Power of the About Page

We just refreshed our own ‘About Us’ page, so we thought it would make sense to let you all in on why we’re changing it and what is so important about it. While we aren’t completely scraping our old About page, we are making some adjustments in an effort to make it the best it can be. 

The importance of your About page lies in the connection from business to consumer. It humanizes the business, where generally websites only provide a more professional overview of your products or services. Your About page gives you an actual human element and breaks through the fourth wall of website design, something especially important in a small business setting. 

Some of the main goals we have for our About page, and the About pages we design for others, are to build trust, explain purpose, humanize the brand, and act as a reference point for any potential clients, customers, or partners when they’re sizing you up against competition.

Build Trust

A good About page builds trust and credibility by sharing both your story and your experience. Tell people why you’re the right person for the job and what makes you stand out from your competitors. Don’t be afraid to toot your own horn a bit.

Explain Purpose

People want to understand what you’re doing, why you’re here doing it, and why you’re the best at it. Just like with the main character in a show, movie, or book, without getting to know you and your motivations, people won’t feel like rooting for you. Explaining your purpose for doing what you’re doing makes people care. 

Humanize the Brand

Now more than ever, consumers and customers want to see the person behind the brand. People are creating entire careers from a curated, yet authentic, personal brand. Why is this so important? In an age where users are increasingly aware of AI generated content, they long for a more personal, authentic connection to the companies behind the products and services they support. 

Act as a Reference Point

Many potential clients or collaboration partners will check out your About page to learn a bit more about you before they decide to initiate a conversation or purchase. Particularly for small businesses, showcasing any community involvement can be beneficial in creating a more personal connection with locals or other businesses in the area. People will be more likely to want to work with you or buy from you if they feel that deeper connection.

Our new About page  design emphasizes that we’re a little company working with a select handful of clients to do work that we love. We don’t need to be a massive company with hundreds of projects. We’re a team of three with a strong identity and clear direction. We only take on as many projects as we feel we can do successfully, because not everything has to be big.

We also highlighted the awards, big and small, that we’ve won over the years to show that we do really know what we’re doing (not just according to us), while incorporating elements of our work through our own site. Not only did we, of course, design and develop the page ourselves, but we added some of our photography and graphic design work throughout the page. 

Check out our new about page here.

Need some help capturing the spirit of your brand and condensing it down into a digestible About page? Drop us a line.