The About Page On Your Website Is More Important Than You Think

Is your website connecting you with your clients?  

It’s well known in the marketing world that people buy from the brands and services they know and trust. How do you build that trust? We know that word-of-mouth marketing is a powerful tool, especially in local communities. Of course, there’s social media, which is one of the easiest ways for your business to connect with a broad range of potential clients. And then that leaves your website. 

A lot of business websites get created for the purpose of checking a box and ensuring your contact details and business address are searchable online. Often, the next page that gets paid the most attention is your services page. But it’s actually your About page that should be getting your energy.   

Studies have shown that about half of the people who visit your website will go straight to the About page. Think about it; when you meet someone for the first time, you automatically begin asking questions to get to know them and find common ground. And that’s exactly what your About page can do for you. 

Clients want to connect with your mission

Let’s face it, there are a lot of businesses offering similar treatments, sometimes even with the same brand of products. So, it’s your mission, otherwise known as your ‘why’, that will set you apart.

Your About page should tell the story of how your business came to be and be overflowing with your passion for servicing your clients. People buy into who you are and why you’re doing what you’re doing, so be sure to tell them. 

Your industry experience counts 

Once clients have connected with your ‘why’, they’ll want to know why they should trust you with their skin, body or wellbeing, and it’s your expertise that will help to build that trust.

Ensure you’re sharing information about your formal qualifications, but also the hands-on experience you and your team have gained throughout their years in the industry. This might be as simple as telling your customer how long you’ve been in the industry. Or, you could discuss some of the experiences you’ve had that makes you extra-qualified to care for them.

Website concept images via Dream Town Projects.

Let clients know what to expect from their experience

Your About page shouldn’t be all about you. Looking at a list of treatments isn’t enough for a client to decide to spend their hard-earned money on your services. They’ve likely come to your website to solve a problem they’re facing so be sure to let them know how you can help solve their problems.

Then, share those things that help to set the client experience at your business apart. From the relaxing vibes, to the after sales services, professional advice and welcoming atmosphere. Anything you can tell them about the extra effort you put in to all of your treatments will make their decision to spend with you a lot easier. 

Your About page sets the perceived value of your services

It’s your hands-on experience, industry expertise and the exceptional experience you wish to create for your clients that will tell them how much they should expect to pay for your services. If you’ve been in the industry for years, regularly update your training and have worked hard to deliver a beautifully relaxing and hygienic work space, clients will be happy to see that reflected in your price list and be more willing to pay you what you’re worth. 

Finish your About page with a call to action

There’s no use telling an incredible story about your business, reeling your potential clients in, then leaving them hanging. Whether you have a contact form, a ‘Book Now’ button or a link to your treatment menu, the bottom of your About page should guide your customer toward the next steps to keep them engaged with your business. 


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