6 Steps To Acquire Customers With Your About Page

We've been changing things up around here at ReferralCandy - updating our site, improving our SEO, and 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 scandalized we were to realize how terribly under-optimized our own About page is! (We're working on fixing that now =/)

But in the meantime, here's what we've learned – so that you can get more customers yourself.

Here's how to use your About page to acquire more customers:

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About Page 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.

About Page 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.

About Page 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.

About Page 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.

About Page 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.

About 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.

Oh! And before you go, another page on your website that can be leveraged for more conversions is your landing page.

Check out our 34 Examples Of Friend Landing Pages In Referral Programs here.