We’ve been changing things up around here at ReferralCandy – updating our site, improving our SEO, things like that. While reading up on what to do, we stumbled upon Jennifer Havice’s post “How To Use Your ‘About Us’ Page To Acquire Customers”. You can’t imagine how scandalised we were to realize how terribly under-optimized our own About page is! (We’re working on fixing that now =/)

In the meantime, here’s how you can use your About page to acquire more customers:


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Tip #1: Make it about them, not you.

It’s all about framing.

Nobody cares about your business. They care about what your business can do for them. They want to be persuaded that you and your product are a right fit for them.

You can talk about yourself, but showcase why you are someone they should give their business to.

Tip #2: Make your headline your value proposition.

Start Strong.

Skip “About”, “About Us”, “Who We Are”, etc. They know what they clicked on, so don’t state the obvious.

Make your case instead.

Tip #3: Tell a story.

People remember stories.

Stories grip people in ways that facts alone cannot. Study yourself, your team, your product and your existing customers and figure out your story.

Then tell it, tell it as best as you can.

Tip #4: Shuttle people to the next step.

Tell us what to do.

So, you’ve convinced your visitors that you’re worth doing business with.

What next?

Take them by the hand and boldly lead them to the precise action you want them to take.

Tip #5: Avoid overstuffing.

Keep things succinct.

You’ve put a lot of work into your business, and there’s a lot of great things you’d love your potential customers to know about you.

But you can’t hit them with everything all at once. They’ll respond to the information overload by leaving the page.

Tip #6: Test, test, test!

You don’t learn if you don’t test.

Remember that every landing page, website and business is different. What works for one marketer may not work for another. Do your research, then test, test and test again.

A great about page helps you acquire more customers. Visit www.referralcandy.com to learn how you can use your existing customers to do the same!