After building trust and rapport with potential customers in the previous sections of the page, the page ends with a contact form. “It’s a great branding piece that allows people to get to know the site mascot, and the guy behind him (me).”īrantner understands that when people come to an About page, they’re already at a place where they’re interested in the product, and what they’re looking for at this point is reassurance that this is the kind of person they want to work with. Once he’s established trust, Brantner keeps things fun and conversational, allowing his personality to shine. “It validates the site as an expert source in the industry by showing where the site has gained national media coverage,” said Brantner. The page begins with a trust-building banner. Rather than offering another boring “About Me” story on, he designed a page to encourage customers to take action. “We decided to share my story as a pet parent to provide context and help connect with our audience.”Ĭhris Brantner recognized the sales opportunity an About page presents. I always find it frustrating when I can’t get any sense of who the company is,” said Braun. “There is nothing fancy about it, but what it does that most other About pages don’t is provide a story about why we’re in business. Braun’s site aims to help other pet parents avoid headache and heartache. It was during this time that Braun realized how difficult it was to compare pet insurance providers, which gave him the idea to start the website. He and his wife fell instantly in love with their new pup Beau, and started exploring insurance options so they could keep him happy and healthy for as long as possible. What makes this page stand out is Braun’s personal dog rescue story. Nick Braun, founder and CEO of Pet Insurance Quotes, took this one step further by helping potential clients imagine themselves in his shoes.īraun’s About page includes the key elements of any successful About page: contact information, trust-building industry badges of approval, and clear CTAs.

Are you passionate about improving your industry, your product, the world? Reveal your passion, and people will want to work with you. Explain why it is that you do what you do. Your About page is your opportunity to make a personal connection with prospective customers. Below are some best practices to follow when designing your About page to achieve either of those goals. Your About page is the perfect place to encourage people to work with you, or to work for you.

The key to making them successful, though, is knowing what that purpose is, and designing the page to address that purpose specifically. If you have one, what’s the point? Is it to show customers who your team is, to put a “face” to the company? Or do you talk about the history of your company? Maybe it’s a recruiting tool?Ībout pages can serve a variety of purposes. If you don’t have one, you should create one immediately after reading this article. Think about the About page on your website.

About us website examples