Why Your About Us Page is the Second Most Important Page on Your Site?

You find a blog you really like. You want to learn more. You’re thinking of buying from them. What do you do? Click About Us, right? Most people do. Now, pretend you’ve never visited your own site. Remember, you know nothing about you. Nothing. Look at your About Us page? Be honest, what’s the one thing that’s wrong with it?

You find a blog you really like. You want to learn more. You’re thinking of buying from them. What do you do? Click About Us, right? Most people do. Now, pretend you’ve never visited your own site. Remember, you know nothing about you. Nothing. Look at your About Us page? Be honest, what’s the one thing that’s wrong with it?

Why Your About Us Page is the Second Most Important Page on Your Blog?


Video made at The Temple of Heaven, China during soccer practice …
Your About Page should NOT be:

  • An Afterthought – something to fill with text, just to get it done. Written after the site is launched when you’ve nothing else to do on a slow Friday afternoon.
  • In the third person — it’s your blog! Talk to me. Introduce who you are. Don’t talk down. Talk about your team, mention their names, show their faces, add pic and videos. Why not?
  • Flat — read the first paragraph. Does it excite you? Does it make ‘you’ (i.e. the prospect) want to contact you, download your brochure, make an effort to connect?
  • Same As— as every other About Us page. C’mon, you can do better. Pics, videos and mp3s. it’s so easy, try it.
  • Stale — update it every 3 months. Every month you do something worth sharing. Put it here.

Your About Page should be:

  • Kinda Intimate – share something that cannot be found anywhere else on the site. Photos, videos, examples of your portfolio, places you’ve been, events, conferences — anything that paints a picture.
  • But Warm – make me feel ‘warm and fuzzy’ inside. You don’t need to go over-board, but share a little. Show why you’re more interesting that the rest.
  • With 7 Compelling Reasons — give them 7 reasons (if you can’t think of seven, at least five) to cross the threshold and connect. For example, what do you stand for? What are your values? Who have you helped? What charity do you support? What makes you different (really different!) than the rest.
  • For them to Knock on the Door – remember, it’s this page where people decide ‘will I, won’t I?’ So, it better be good. You want them to come in, right?

How To Sharpen Your About Us page

Your About Us page must have the following:

  • Story – not your CV, but the story of YOU.
  • Why did you decide to do this?
  • How did you get here?
  • What mistakes did you make?
  • What you hope to achieve?
  • Why the reader is important to you?
  • Share links to your Social Media sites
  • Contact form & email & tel number —make it easy for them. Put your contact details on every page.

Videos and Personal Branding

I use videos to help bridge that gap. You see me at work, at soccer practice, with junior, my pet crickets, and even when I’m struggling. Each of these helps close the gap between you and me. Maybe you don’t care for everything on the site, but your impression of me (and your memories of this site) are that much stronger.
Here’s a question for you?
Think of all the sites you visited this week. How many do you remember? Now, look at the video above. In a year’s time, you will still remember this video (for better or worse!) but all the blogs you read this week will be forgotten.
Why do you think that is?
PS – Rewriting your About Us page could result in a higher Google page rank and higher conversion rates for those who find it.

6 thoughts on “Why Your About Us Page is the Second Most Important Page on Your Site?”

  1. Write you About Page With 7 Compelling Reasons, that reminds me of Tim Ferriss's 7 reasons to subscribe to his newsletter. That's a new idea, I'll have to work on mine, it's one of the pages that gets the highest traffic, if not the highest.

    You should totally add a video on your about page with a giant cricket!

    1. Hey Kien,
      It get oodles of traffic but what’s super important is this… people who look here are the ones that want to know what you do, what your really about… more than just tire-kicking.
      These are the ‘prospects’ we're all after.
      I must now practice what I preach and update that page 🙂
      PS heard Tim’s book is great. He’s been to china a few times.

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