While this page might not seem like the most important part of your website, its still performs an integral function for establishing and promoting your online brand.  As such, it actually is important, and you need to put some thought and consideration in putting together content for this page that’s interesting, brand-focused and has the keywords that will help with your inbound marketing efforts.
So, a few key points:

• No jargon.  The About page is the opportunity for you or your business to appear human and relate-able. While the content should be professional, it should also be a reflection of your brand and company culture. Is your brand playful? Ultra modern? Folksy?  Depending on what you’re going for, you can use words that reflect that style.

• Design speaks for itself. A visually bland page will not invite visitors to stay and read. Breaking up the content into 1 to 2 sentences makes it more easily consumed, and to someone visiting the page, they are more likely to stay and read those smaller chunks than if it was all written into one large paragraph.  Here you can intersperse the content with images, or shapes, or change the layout entirely.  As long as the visual presentation of the content is also inline with the company brand, this will help broadcast you to the world.

Include the right content. Wondering what exactly to include in the About page? Here is a list of what you’ll want to present: 

• Your Mission Statement: often referred to as the “Why” your company exists. Your Story: needs to be short and often includes the reason for the “Why.”Your Audience: a brief outline of your ideal client, it helps readers self-identify as a potential customer.

• Your Offering: an overall statement about what your company does for clients and customers.

• Your Values: this is where you tell the world what your brand is committed to as a company. Think of terms like “sustainable,” or “cutting edge,” or “convenient.” Values are words or short phrases that you want your audience to think of when they think of your company.

There is no template for a good About page, because every business is unique.  The good news is that you can change the content and layout as needed, as your company culture and brand evolves.