Essential Elements of an Effective About Page – Part 2


about page checklist imageWhen I design or review a site for a client, I use a checklist (download it here) to ensure the site contains all the essential elements of an effective About page.

Clear, effective content is first on the list. In my last post, I wrote about three ways to approach writing the copy for your About page.

Here are three more important components of an About page you should include to put your readers at ease and interest them in learning more about you and your business.

1. Call to Action

Every About page needs a call to action (marketing-speak for providing a way for your audience to buy or otherwise respond immediately to your message). Now that your reader has learned about you and your business, make it easy for them to take the next step in the sales process. What should they do next?

You might want them to:

  • Sign up for your email list
  • Download a free report
  • Connect with you on LinkedIn, Facebook, Twitter, or your other favorite social media channel
  • Fill out an online form requesting more information
  • Call or email to ask you a question
  • Schedule a free consultation

Check out author Tim Ferriss’s page below. His page has multiple calls to action, including links to buy his books, listen to his podcast, and follow him on Twitter.

Image of Tim Ferriss About page



2. Images

Put some careful thought into the images on your About page. One of the most frequent mistakes? No images at all.

There’s no way around it – you must have pictures of you (and ideally your team, if you have one) on your About page.

I know, many of us don’t like photos of ourselves. But when you market yourself online, your site visitors may need reassurance that you’re a legitimate business person. Photos are an important step in that direction.

A big part of sales is overcoming objections. That means addressing all the mental barriers, fears, and concerns people have about buying from you. When someone first encounters your business via your website, they’re often thinking “Does this person really know what they’re talking about? What makes them an expert?” Photos of you and your team help to address those fears.

Derek Halpern recently redesigned his website in an effort to combat those common fears. As an online marketing consultant and speaker, his brand depends on building credibility associated with his personality and experience. He must work doubly hard to build credibility because many of his target customers are wary of “get rich quick” scammers on the internet. The images on his About page are designed to make him look professional, relatable, and trustworthy.


Image Derek Halpern about page

image Derek Halpern about page



3. Social Proof

Social proof is marketing-speak for testimonials. As much as we all like to believe we’re independent thinkers, we feel reassured when we know others have worked with you and your business before. Include a testimonial from a customer or an influential thought leader in your field on your about page to reinforce what you’ve told your audience about what you can do for them.

Author, consultant, and speaker Dan Schawbel starts his About page with a testimonial from an influential business leader. Scroll down the page and he also includes quotes from the media as another form of social proof.

dan schawbel testimonials on about page

Dan Schawbel Media Testimonials

Review Your About Page

That’s it for today! Take a look at your About page. Do you need to add a call to action, photos, or social proof? If you have a question about your About page, send me an email or link to it in the comments below and I’ll do my best to respond.