About The Myth
Several top bloggers and niche-market experts will tell you an About Page is: One of the most important pages on your Website, a must have, a mistake not to have and so on. I am here to tell you that is complete hogwash! Well…at least in most cases.
Websites and Companies all over the Internet for almost two decades have generate hundreds of millions in sales, and hundreds of thousands of credit card holding emails and an equal or larger social following, all without an About Page.
If you want an About Page, then make one because you want to…but you do not need one to generate more sales, leads, gain a following, or gather more emails.
It is a myth for a reason…
Why An About Page Is A Myth
Because History and Percentages prove it is a myth. First, let us start with the percentages:
Take techNerdia for example: Out of the last 15,000 unique visitors, 8 people have visited my About Page. 8 visitors divided by 15,000 unique visits, times 100 equals 0.053 visits per 15,000. Another words, 99.95% of the people do not visit the about page.
Every Website I own, from blogs, standalone sites, to product sites, the percentage of visitors to the about page has ‘always’ been under 1%, even with dominate about page link placement.
Now let us look at History: When the ‘net first got kicking it was the Adult Pornography Industry that moved the sales. Do you know how many Adult Paysites have an about page? Out of the top 100, it is 0%. 20 years ago it was 0% and today it is 0%. You may be thinking, ‘hey it is smut, it always sells.’ That may be true, but it is still being sold without an About Page.
Websites That Get A Higher Percentage Of About Page Traffic
Simply put, these Websites (or owners, designers etc) are covering for failed marketing, failed branding failed sales pitches or they include hype-marketing.
If an About Page is one of the top visited pages of a Website then the core message of Website is failing to connect with early visitors, this is a marketing and branding flaw. This is the same for product sites, blogs, or any other Website on the Internet.
Excessive About Page traffic means the visitor is trying to figure out what the heck the Website, Product and/or Person is all about. Rather than, ‘who’ the person is!
What Is Up With The About Page Hype Then?
The folks selling us the About Page myth are doing it without ‘proving’ what they said. We listen to them because they or someone else, sold us on the advice they give!
They sell the myth for two reasons:
- It builds search engine traffic for them. People all over promote the myth; power sites can easily talk about the myth and rank well because the site ranks on just about every popular topic.
- Others add in a twist to the topic and any twist on a subject creates a buzz, and more buzz is more traffic and more readers.
You (we) are being sold trash information because it brings in more traffic, for them!
What Type Of Websites Should Have An About Page?
Corporate Websites and some Media Websites.
A Corporations About Page should help clear up any confusion on what the Company actually does, for sure when a Company creates many different products, services, investments, etc.
Many Media type Websites should have an About Page, more to clear up any confusions on what the Website might actually be about. Websites like MediaMatters.org has an About Page, as it should. It clarifies that it is a non-profit organization and it clearly defines what Media Matters does with the media it finds.
A Mixture of Corporate and Product Based Websites
An example of a Corporate and Product based Website is Apple.com. Apple does have an About Page, it includes a very short goal and mission statement, along with Corporate news and other Corporate information. It does not promote Steve Jobs (rather, it did not) and it provides no marketing. Apple does not link to the About Page on the front of the Website, you have to dig around for it.
No About Page Example
An example of a very successful person with a Self Branded Website and NO About Page at all is AnthonyRobbins.com. Tony’s Website is based around a personal brand, while offering products and services on the side. Tony’s Website does cover the About Page topics, but the information is broken down into sections or categories and not a single About Page.
TechNerdia’s About Page
techNerdia does have an About Page because I track the type of trends I am talking about in this article. In the future, I will redirect the About Page link to my Google Plus account.
My mini ‘about page / about me’ is located in the footer of techNerdia.com, which includes a small picture of me with a quick bio, much like an authors bio would. My mini-bio is repeated throughout the Website with links to my G+ Profile. This is when I make a very quick ‘personal’ connection, because techNerdia does revolve around me too.
Social Accounts and Newsletters Can Replace About Pages
Social Networks are the perfect About Page. They allow for molded personal stories and help create emotional attachments to the people, products and brands. All
of which can easily be twisted to match whatever is being talked about at that moment.
Social Networks are amazing places to find and interact with like minded people. These folks love interaction, they love to get behind ideas and start movements, they are more than your possible buyers, they are brand motivators.
Newsletters work much like a Social Network, but can be crafted to sound a bit more personal. The benefit is equally has good as a Social Profile; with the added bonus of simply asking your readers to hit the reply button to respond to you in a more private setting.
Take The 30 Day Challenge
Break all the rules, redefine the rules, make up new rules, and see how this reflects in sales, leads, and more personal connections. Stop listening to the guru’s and start listening to the people that actually make a difference to your bottom line, your customers.
Try removing the About Page from your Website. If the Website is based around products or a corporate page, split the About Page up into proper sections that better fit with your Website.
Use social networks and one-on-one conversations to connect and talk with others. You have two ears and one mouth, so listen twice and talk once, you will be amazed at what people will tell you.
Make sure the marketing on your Website provides the juicy details of what is going on or being sold up front. Give them rich content or marketing to soak up without forcing them to click around. Then, if they are still confused or simply wish to learn more, unleash your personality in unique ways that separates you from the rest of the online drones.