If you were asked, “What is the most important page on your website?” you would likely answer “the homepage.” But would you be right?

The homepage is more or less the dumping ground for your website, right? It’s a thankless job, being a homepage. The expectations are high – “give everyone everything they need in three seconds or less.” It’s a bit like being a parent to twin toddlers – gimme, gimme, gimme.

Let’s take a step back and really think about the role of each of your web pages. The homepage provides valuable snippets, but that is not always enough.

The way the business world communicates with its clients has changed drastically in the last few years. Consumers are bombarded with information and messages all day, every day. That is why it is paramount for the homepage to deliver speedy, pertinent information – phone number, services, products, and a quick backstory.

Surprisingly though, connectivity and trust are what many consumers are really looking for. As we avail ourselves of the convenience of emails, direct messaging, and text messaging, we begin to crave real connection. We don’t just want to buy something. We want to connect, and we want to build an ongoing relationship.

Can a homepage alone do all that? Not without some help.

That’s why the About Us page may be the most important page on your website. The About Us page tells your story. How did you get where you are, and why? What passion, unique skill, or void in the market led you to do what you do?

The About Us page tells a history. It lets your would-be customers know how long you’ve been in business and the important experience you’ve built along the way.

Most importantly, the About Us page humanizes your business. People want to connect and build relationships with people, not businesses. Your future customers want to see the names, faces, and personalities of real people. They want to feel, after reading your About Us page, that they can trust you. They want to relate on some level to your story. And don’t tell the homepage this, but guess what? Your potential clients can still find your phone number and a “contact us” form on your About Us page.

If this sounds a little like dating, that’s because it is. Your customer doesn’t want to jump into a long term relationship with you without getting to know you first.

Now that you know that your About Us page is at least equally – if not more – important than your homepage, let’s talk about how to craft an About Us page that will have your future customers swooning.

5 Steps to a winning web project

Tell Your Story

Step back into the early years and months leading up to your business launch. Why did you want to be in business? Who did you want to help? What problem were you trying to solve? What unique skill set do you have that you knew you could parlay into a business? What passion drove you to take a leap of faith and go into business in the first place?

Be transparent with your struggles. Everyone loves a humble beginning and a victorious ending. Secondly, transparency makes you relatable. It creates an instant sense of ease and comfort to learn that someone else has been in a similar boat.

What makes you different?

You have a unique way of solving a problem, or you would not have had the motivation to start a business. Ten different people can sell exactly the same thing, but it’s the WAY they sell, present, package, and promote that sets them apart.

Let me give you an example. Target and Walmart both sell bedspreads, and their price points and designs aren’t dramatically different. But Target has a vibe. It’s more lifestyle-oriented. When you walk into a Target, you stroll immediately into a shiny section. There are all those delightful trinkets for under $5. Then, your eyes fall on the racks of fashionable clothes, purses, jewelry, and other sparkly accessories. All this is happening as you inhale the aroma of freshly brewed Starbucks coffee. Target is more seductive. In other words, Target is unique for its presentation.

Personality

You hear it all the time – “do you.” So many business-minded folks are terrified of putting their true selves out there. But your authentic self is exactly what your future customer is looking for. They don’t want to do business with a trade magazine, or a monotone website — they want to do business with a real human being. And human beings have personalities. Put it out there! (Unless you’re a jerk, and then don’t. HA! See what I did there? I interjected a little personality!)

Real voices, real people, and real personalities are refreshing and relatable.

Fly your “About Us” flag proudly! Showcase your story. Expose your bruises. Reveal a little of your personality. Connect and build relationships. Your customers – and by default your bottom line – will thank you!