We’ve all read them – an about page on someone’s website. It’s one of those essential pages that you have to include, but it is often overlooked and sometimes a complete snooze fest! I’ve seen an about page that is so long I pretty much know that person’s whole life history by the end of reading it and feel lost in the details. I’ve also seen others that are so short and disconnected I feel like I don’t know the company or the people behind it at all. I have found that most people’s about page sounds well, a little boring. You know what I’m talking about.
An about page is an opportunity for your audience to really get to know you and your company and the WHY behind your brand. It is meant to offer a little window into the heart and personality of your company, yet so many about pages fall flat. I’m not claiming in anyway that my about pages on my websites are perfect, they could certainly use some work, but I have been looking at other websites and their about pages and I have found some similarities as to what makes them great!
Here are some things I’ve found:
There is something visually unexpected – What I mean by this is that an about page doesn’t just have to be a head shot of you with your bio next to it. It can be something visually different – maybe an action shot of you or a video of you cooking in the kitchen or even a “cartoon” drawing of yourself, whatever speaks to your brand. I found this cool about us page from Superfluent Design that gives you a more personal look into the faces behind the brand with a fun visual.
It tells a story – People love stories and as a culinary business owner, you have a story to tell about why you created your business and why you do what you do. People connect through stories. However, keep in mind this does NOT mean sharing your whole life story remember? Your story should be somewhat brief and to the point and tie in quickly to your business. Here is a great example from Harry’s of incorporating a (short) story into their about page that really adds a human element to their business.
It showcases your personality – How many of you have read an about page that seems to lack vivacity? It’s almost as if it’s been written by a robot instead of a real human being. Why not let your personality shine on a page that is all about you and your company? I love how this digital creative agency instantly helps you to feel their company culture – how they’re fun, quirky and a little outside of the box.
It clearly explains what you do – Your about page should quickly communicate what you do and who you are. As chefs, sometimes our business can get confusing because many of us offer multiple services. Some of you might cater, do customized meals, or dietary coaching so make sure you are very clear on exactly what you do. This comedy company clearly explains what they do right away and even makes a joke (talk about on brand!) about how “about pages” often drone on and on.
It introduces your team – More and more I am seeing about pages that also include fun tid bits on team members. I think this is great because it helps showcase the talent you possess in your business and what sets you apart. I thought this page from the Kitchen Sink was a fun way to talk about the skills each member brings to the team and client. It even included a fun fact about them too. I think this would be a great idea to do with your head chef, sous chefs, etc.
There are plenty of great examples of about pages that rock, so do some Google searches if you are needing even more inspiration to help you create a fun, and (not boring!) about page for your website. If you include these five different elements, you will be well on your way!