Your firm’s 'About' page is important — here's how to create one

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The goal of every business website is to convey a strong brand image and offer an engaging customer experience. Unfortunately, one of the easiest ways to accomplish this is often treated as an afterthought by many accounting firms, or it’s overlooked entirely. That’s right, we’re talking about your website’s "About" page. If you think an About page is nothing more than a place to brag about yourself or your firm, or if you believe it’s something only large firms need to include on their website, think again. Even if you’re modest to a fault and run a small firm, an About page is an important attribute that can make or break your business. Before we get into the importance of the About page, let’s talk about what it is.

What is an About page?

The most-visited page on any website, an About page is like a first introduction. This is the space on your website where you get a chance to introduce yourself to prospective clients, to provide another layer of engagement to new customers, and to continue to cultivate relationships with existing clientele. And contrary to what you might think, your About page isn’t about you! Sure, this is where you showcase your expertise, achievements and education, but you want to do so in a way that tells people the problems you can solve for them and explain to them exactly how you can do that. In other words, this is your chance to talk about yourself in the context of how you help your clients.

Why is an About page important?

In addition to providing support of your credibility and expertise, an About page can accomplish a variety of other tasks. This is where you should communicate your firm’s values, showcase the attributes that make your business stand out, relate your story and answer questions prospective clients may have. All these elements work together to enhance the visitor experience and spark a connection between you and your clients that can lead to more business. Without this information, potential clients are left in the dark about who you are, what your business stands for, and most importantly, about how you can become the solution they need.

How to create an engaging About page

An engaging About page conveys vital information in a simple, straightforward manner. If you don’t already have an About page on your website, now’s the time to create one. Start by calling it what it is, an About page. That way, you let current, new and prospective clients know where to find out more about you and your organization. Resist the urge to reinvent the wheel with a clever or catchy name for this page. Website visitors value their time and, if they must spend precious seconds trying to figure out what your “Truth” or “Resonance” page is, they will click away.

Start by introducing yourself by name and state your credentials. Your About page is often your first introduction to prospective clients, so this is no time to be overly modest. Remember, the people reading this page are people you want to work for, so put your best self out there. Also be sure to showcase any pertinent awards or recognition you have received. Again, if this is business related, it’s not bragging. You’re simply telling others why you are the most qualified to handle their needs. Include anything that demonstrates your expertise in your field. This is also a great place to include any awards or recognition your business has received.

Along with your credentials, be sure to include a high-quality, professional, but not stuffy looking, headshot. Humanize yourself and let people see the smiling face that would greet them should you meet in person. It breeds familiarity and makes you memorable. As a general guideline, your headshot should be updated every two years unless you make dramatic changes to your appearance. If you do experience a significant change like altering your hair color or growing/shaving a beard, consider updating your headshot at that time so visitors to your website see an accurate image of you.

And because this is where your potential clients get to know you, write in what is as close to your natural speaking voice as possible, while minding all the basic grammar rules. Use complete sentences, check your spelling, write in brief, informative paragraphs, and make sure what you share flows logically. This isn’t the place to use tons of big words and industry jargon. Write in a friendly, familiar way while maintaining your professionalism.

With these tips and a little time, you can create an About page for your website that will make a positive lasting impression on your current and future clients.

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