‘About’ pages can sometimes feel like a box to tick rather than a genuine opportunity to make your website better or convert website leads into warm leads and paying clients.
But when people are looking for financial advisers, they need to be able to trust the people they work with. In such situations, the “who” of the business becomes even more important. An ‘about’ page can be a genuine opportunity to convert in any case but, in the financial advice arena, it is especially so.
What should go on an ‘about’ page?
An ‘about’ page is exactly what it says on the tin; it tells people about your business. But you can do this in different ways. For example, some financial advice businesses use this common web page to:
- Tell readers the business’s journey so far, such as where they started and how they got to where they are today
- Tell readers about the business’s team members (rather than have a separate staff profile page)
- Tell readers what the business does by focusing on industry and services
There’s no right or wrong answer to the message you want to portray which may be determined by other pages you have on your website. It’s much more important to ensure your message is on brand and executed in the right way…
How to make more of your ‘about’ page
To make more of your ‘about’ page, consider these strategies:
- Video interviews: Incorporate engaging video interviews with team members, showcasing personalities and expertise, creating a personal connection with visitors. Showing your face is known to build trust with prospective clients.
- Graphic timelines: Use interactive graphic timelines illustrating the evolution of the business, milestones and achievements, offering a visual narrative for easy understanding. Include finance industry awards you’ve received if applicable.
- Client testimonials: Feature genuine client testimonials, reinforcing credibility and trustworthiness among readers.
- Visual content: Include high-quality images, infographics and dynamic visuals to break monotony and capture attention. These can help break up larger blocks of text that are often used on financial adviser’s ‘about’ pages.
- Mission & values: Clearly articulate the mission, values and culture of the business. Ensure this content aligns with the rest of your brand.
- Team bios: Include detailed and relatable team bios, spotlighting expertise, passions and roles within the business to build authenticity and rapport.
WEBPRO Adviser’s creatives and web developers can bump heads to help you create a winning ‘about’ page. Speak to us now for the details!
Why ‘about’ pages are critical for converting
As mentioned earlier, people don’t take financial advice from those they don’t trust. Clients need to feel they can trust any business and its staff before they take their financial advice on board. This is why an ‘about’ page can be critical for converting website leads in the finance industry.
‘About’ pages are a real opportunity for the business to build trust and rapport with clients. More people than ever need social proof before opting into a product or service which is often done through reviews and social media. Your ‘about’ page is another place they could be looking to verify you and finalise their decision. A great ‘about’ page could win you business but, at the same time, a poor one could be costing you website leads.
Regularly review your ‘about’ page
We often tell clients that a website is a bit like property. It requires ongoing maintenance and updates to be at its best. Your ‘about’ page is no different and should be reviewed at least every six months. You should be checking the page to make edits or add new content, such as in the event of:
- New milestones and achievements to brag about
- A change to financial services
- Factual and data updates
- Changes to staff members
- New media or technologies to incorporate
Recap: ’About’ pages play a key role on a financial advice website. Trust is crucial in this sector and can be conveyed on these pages. A modern ‘about’ page includes video interviews, timelines, testimonials, visuals, mission/values and detailed team bios. The most compelling ‘about’ pages build trust with their readers which is crucial in finance where trust is so important to clients. Ultimately, an ‘about’ page serves as social proof, influencing potential clients' decisions. This makes regular reviews of this page imperative – at least every six months.
WEBPRO Knows
Website visitors often cast their eyes towards the top left of the screen first and this information can be used to increase engagement on website pages, including your ‘about’ page.
