Writing A Website About Page

You have fifteen seconds to form a connection before website visitors click away. How are you going to make a personal connection?

According to Hubspot, fifty-five percent of visitors spend less than 15 seconds on a website page before clicking off the site.  That means, in order to be a contender in the interior design industry, you need to give your visitors a reason to engage with your business and form a connection. One of the least considered website pages can be the most important page on your site. Your “About” page is crucial to building interest and curiosity with visitors. Most interior design companies have an “about page” that is often either buried in a drop-down menu or given a small link in the footer or has the standard boilerplate information that in no way helps a visitor understand the firm. How many times have we read something that goes like this. "Jane Doe started Interior Design Inc. with the intent of bringing beauty to people's homes. She loves dogs, and her favorite restaurant is something, something... Read our blog on Pantone's Color of the Year!" 

Think of your about page as your “quick pitch” to visitors, a short, concise description of who you are, where you came from, and what you do. In a nutshell, your interior design website needs a killer, easily found about page that goes beyond “cool” pictures of your work, and blog posts about the latest design trends.

An about page needs to interest and dazzle readers, answer questions for customers and provide information to reporters, clients, and potential customers. The following are characteristics of an about page that will help you stand out.

Start with Who, What Where Why and How

It’s surprising how many about pages lack essential information.  Always start with the who, what, where, when, how, and why of your business. People visit your about page to answer those basic questions. Be concise, keep it simple, but answer the six questions.

Your Introductory statement can range from a short paragraph up to about a page of text, around 400-600 words. Start it with what your business does and whom you do it for.  This can give your reader immediate information they can use to quickly decide if they’ve found what they were looking for. 

Answer the following questions in your introduction;

• Who are you?

• Who started the business?

• Who influenced your work?

• What do you do each day?

• What is your design aesthetic?

• What is your mission statement?

• Where are you located?

• Where do you provide services?

• Where did you go to school?

• When did you start the company?

• When are you open?

• Why do you get up in the morning?

• How can you help the reader?

• How long does it take?

• How do you decide who you will work with?

Use pictures and make the information compelling

While your website text is informative, the web is still a visual medium. Design is important and your About Us page is the perfect place to include visuals.  Pictures of clients interior design projects, particular pieces of furniture,  and other photos that help develop your brand are perfect design elements to incorporate. If you have any videos, include those here as well.

Beyond the general description, you'll want to begin to personalize your page. Online marketing as a medium is all about building a trust relationship with customers. Include a company history, personal biographical info about key team members, and customer testimonials. They add a human element to your information.  Use this section to connect emotionally with your readers.

Finally, to add credibility, include a list of notable projects, clients, and any awards you’ve won. Showcasing your accomplishments goes a long way towards improving your visitor’s confidence in your business and desire to learn more and deepen the relationship.

An about page is the digital equivalent of a first handshake. Readers have visited your site to learn about you and your firm to make a buying decision. Remember to answer the questions that a reader want's answered, include visuals, and personalize. You’ll build trust and authority and be on your way to converting those readers into loyal clients.

About Michael Conway and Means-of-Production

My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition. Contact me for a free-of-charge consultation and marketing review. It takes about 40 minutes and you'll be provided a list of actionable improvements designed to solve your specific marketing problems.