About Pages can either be in a website’s top-visited pages or the last page to be visited. People who visit your nonprofit’s About Page are generally genuinely interested in your organization and want to learn more about your cause. This is why it is important for your About Page to be used to your nonprofit’s advantage.
Here are the 6 Most Critical Items your Nonprofits About Page Needs
1. Headline
First things first make sure that the button that leads to your About Page is called about. Don’t make it confusing or difficult to find by calling it something different, visitors don’t want to search high and low for your About Page. Once they are on your About Page viewers don’t need to be reminded that that’s where they are, use your headline as an opportunity to hook viewers with a title that is benefit-focused, show your nonprofit’s value, and motivates viewers to learn more.
2. Introductions and Bios
Your introduction and bio tell website visitors who you are, what you do, who you serve, and why your organization does this. Keep things to the point, be persuasive, highlight the things that make your nonprofit organization unique and special. Use this space to lay the foundation for getting to know your organization. Try to write these in conversation style or third person. See which one gets a better reaction out of your viewers and adjust accordingly.
3. Photos
Having good photos will work towards inspiring and informing your viewers. They also help to break up the wording on your About Page. The biggest thing you can do for building trust and becoming more approachable is to include a photo of yourself or your team. Show visitors that there are real people behind your organization.
4. Call to Action and Social Proof
Including both a call to action and social proof helps in further building the trust between your viewer and your organization. Having a call to action, or in other words, a mailing list sign-up will help in converting your website visitors into followers of your organization. Make this call to action benefit-focused, let visitors know why it is beneficial for them to follow along with your nonprofit and be a part of your mailing list.
Along with heaving a call to action, it is equally important to have social proof. These can be client stories and testimonials that aid in building your organization’s credibility, authority, and trust. Keep these short, they don’t have to be a novel but just highlight how your nonprofit made a difference in someone’s life. If you do use a client perspective, including a photo of the client (with their permission) will help in making the person be real and relatable. Awards and recognitions on your nonprofit’s About Page there give an opportunity to showcase any awards you may have won as an organization or any big successes that will help in showing your credibility, success and build trust.
5. Footer
This is where you would include your contact information and social media links. Invite your website visitors to connect with you on your socials or to reach out directly. Make sure that you come across as approachable and available. This leads to stronger engagement and loyalty to your organization.
6. Branding
Your About Page should remain consistent with the overall branding of your nonprofit organization. Keeping a consistent brand helps in trust-building and confirms to your viewer that this is the same organization. Once again, you should limit your font usage to no more than two styles of font, have at least one be the same as a font in your logo. Make sure your font is easy to read. When it comes to colors on your About Page, they should remain consistent with the rest of your site and either come from or pair well with your logo.
Don’t overwhelm your viewers with too many colors and limit yourself to no more than 4. The same goes for the images you decide to use. Keep them on brand and consistent with the rest. Your nonprofit’s About Page is the opportunity to say and show what makes your organization different from the rest. Use it wisely and update it at a minimum once a year. Chances are your organization will evolve, have new programs to offer, or even just to keep it fresh and interesting for your website visitors.