Sorry, guys. But if you really think your about page is really about you, it’s time to remember that this is marketing. So, unless your history or your age or your hobbies connect directly to a prospect benefit, it’s time to say goodbye.

And—this is a hard-and-fast rule with zero exceptions—no one has ever been converted by looking at a picture of the outside of your building.

And—this is a hard-and-fast rule with zero exceptions—no one has ever been converted by looking at a picture of the outside of your building.

Instead of “about us,” think of this page as a “why we’re a good fit for you, valued prospect, page.”

Whether you’re recruiting or selling, your about page is likely to be visited by the bulk of the people who come to your site. Yet it’s often treated like a throwaway, with bios focused on employees’ college degrees and past jobs, terrible photos, the sum of everyone’s experience (More than 160 years of data expertise!), and a near-robotic third-person voice.

What a wasted opportunity.

How not to waste a big opportunity.

Tell me what you do. This is a great place to back off the vague business babble and actually spell out what you offer. Transformational change? Goodness. At least state the industry. Keep it short, clear and friendly. Don’t give me the impression that working with you will be a slog.

Weave the story. Absolutely, you should share how and why you came to be, but keep it focused on what’s going to resonate with the reader (and, for real, brevity almost always resonates with readers). What sparked your big idea, how many people you’ve helped, what you believe in—real details make a difference.

Hold up a mirror. Tell your ideal targets why they’re the perfect fit for you. Whether it’s elite athletes, forward-thinking startups, time-starved homeowners, whatever, let them see themselves on the page—literally (through words, video or photos) or in a more subtle way (with targeted messaging)..

Create ads, not bios. Tell me why your people are the right ones for me. I don’t really care that they love badminton or had their first job at Supercuts. Sure, name drop impressive, relevant gigs, but I don’t need a resume. I want to know about their unique skill sets or perspectives, and how they will contribute to my goals.

Pay for the photos. Or get a member of Gen Z to take them—and get them properly cropped and cleaned up. If you’re in law or finance, maybe you want head shots in suits (just not on a white background or dirty wall). In a creative or consumer-focused industry, get them looking like real people. Show me humans I want on my team. While the photographer is there, get some group shots, because your about page is no place for stock imagery.

Match it all up on LinkedIn. Make sure everything you put in your refreshed about page and your people’s bios are reflected where they’re even more likely to be seen—LinkedIn.

Invite the next step. If someone is at your about page, it’s because they want to know more about you. And what better way to learn even more than to call, email, meet. If your about page doesn’t include a clear, bold call to action and easy-to-find contact information, you’re missing the biggest opportunity of all.

FATFREE is here to help you get your about page, and everything else in your digital arsenal, working harder and in unison for you. Drop us a line to see how we can help.