Before we talk about how to craft a perfect About page for your salon’s website, let me preface by saying that writing this article (which got its start in our DIY Website Builder Class) forced me to rework Industrie’s About page. I had originally written it while working on our birthday “refresh” and site redesign and let’s just say that my attention was not fully on the proper structure and best practices of the About page. What I wrote violates about a dozen rules of proper About page etiquette and bylaws. The moral of this story? What’s true in life is also true in About pages—take your time and think about what you want.
With that in mind, let’s get started!
Your About page is an incredibly valuable piece of real estate on your site. It is the very first thing that your visitors will read to figure out if your business is a good fit for them. Simply put, the about section should function in three ways:
- Inform your visitors who you are and what you do.
- Engage them in your business (by showcasing your unique voice and style).
- Entice them to contact you for services.
ABOUT PAGE RULE #1: Be Authentic
Let me be very, very clear, your About page is where your visitors will go to find out more about you. Why would they want to do this? Well, if you are hoping to use your site to attract new clients, they will likely navigate to this area of your site after viewing your services/pricing, to determine whether or not your salon is a good fit for them. That being said, you will want to stay true to yourself and to your branding. Do not try to misrepresent yourself or your business to attract a different type of clientele via the internet. What will happen is a nasty shock when they first walk into the salon for their appointment and that doesn’t benefit anyone.
You’ll have a lot of chances to fine-tune your messaging and style throughout the process of crafting a perfect About page, but the one decision that you will have to make right off the bat is whether to write in first or third person (first person being “I,” “we,” “our,” and “mine” and third being “they,” “he/she,” “their,” etc).There are pros and cons to each, but in general, third person sounds more professional, but first person is more personal and friendly. It’s up to you on which approach fits your brand better. If you have a lot of strictly, professional information on your site, or if you are using a blog writing service like our Blog Pack Subscription, your About page is the perfect place to show your audience your true colors.
ABOUT PAGE RULE #2: Who are you talking to?
Before you can start writing anything, there are a couple of questions to answer, the first one being: who are you writing this for? Your audience can help determine everything from your overall tone to which information you present first. For example, if you are talking to a young, hip crowd, it would be perfectly acceptable to write your About page in first person, using a lot of slang and/or abbreviations like “LOL,” “OMG!” or “FOMO” or the like. That would not work as well for the 60+ set who will likely just be looking to see if you have decent pricing, know how to do a quality roller set , and have no idea what any of that means.
Tailoring your composition style to suit your audience is one of the ways to create a connection between you and your audience.
ABOUT PAGE RULE #3: Who are you?
No, we do not need to dig deep into your psyche and start talking about your mother here. What this means is how can you present a clear, concise picture of your business to a potential new client so that they can decide if it is the right fit for them.
One of the ways we can do this—and a key component of the About page—is your salon’s mission statement. We are going to digress for just a moment, because mission statements are important and most people either don’t have one or don’t have a good one. And since it’s Industrie’s mission to offer real support to real salons for real success….we’re going to help you out here.
A good mission statement sets a goal. Think about what your salon sets out to achieve, whether it’s doable or not—that’s your mission. One of the best examples of a mission statement (that’s referenced a lot) is Microsoft: “A computer on every desk and in every home, all running Microsoft software.”
Will that ever happen? Probably not, but it’s a clear, concise mission statement that gives you a great insight into the company. Your mission statement is exactly what it sounds like: what you set out to do, each and every day, as a company.
Once you’ve outlined your business’s objectives, you can (and should) follow it up with a couple of descriptive sentences that paint a picture about what visiting your salon is like. Is your salon warm and inviting? Is it ultra-hip and cutting edge? Try thinking of your business like a person and describe it to a few people out loud before putting your ideas down on paper.
*NOTE: Unless you are a booth renter or stylist with a portfolio site, you should use your About page to showcase your business and not yourself; that’s what a Bio page is for. Again, this rule doesn’t apply if you are a one-man (or woman) band. In that case, your About and Bio page can be the same.
ABOUT PAGE RULE #4: What do you want them to do?
Having a really descriptive and well-written About page is all well and good, but what’s your purpose? If you don’t have an end goal in mind for your audience you are doing harm to both your business and your visitor’s experience. Think hard about how you would like a first time visitor’s experience to be. Would you like them to read and follow your blog? Check out your services or photos of your work? Or—what I’m guessing will be the answer for most of you—make an appointment? Make sure you point your visitor in the direction that you want them to go with links, sign up widgets and strong calls to action. Don’t be shy, feel free to direct them a couple of time on your page if you like.
ABOUT PAGE RULE #5: Choose your imagery wisely.
Images are pretty integral to an About page. After all, you can describe your salon a hundred different ways, but until you show someone a photo of it, it’s likely they won’t be able to picture it exactly the way that it is. An easy remedy for this? Show them! Place a nice, professional, high-resolution shot of your space front and center on your About page to give visitors a clear view of what they can expect when they walk in the door. This is the reason why we recommend that all of our Salon Snapshot clients use this type of photo as their site header. Clients like to be able to see the space before they commit to an appointment.
If it fits with your branding, you may also want to consider a photo of yourself and/or your salon team (depending on your structure, your team may change too often to make this doable). Letting clients see you helps to foster a more personal connection, which is a huge part of the stylist/client relationship.
Just make sure that your photos fit with your brand.
By having a really a clear idea of who you’re talking to, what your brand is all about and what you would like your visitors to do, you can build a compelling About page that will help your visitors get a good sense of your business and keep them coming back for more. This can translate into a higher conversion rate and more money in your pocket. Put your About page to work for you!
- Know your audience. Your tone and structure will largely depend on who you are talking to.
- Know your business. Is your brand fun, carefree and irreverent? Or is it sophisticated and strictly professional? This will determine the overall look and tone of your About page.
- Have a goal. Give your visitors a sense of direction by placing clear calls to action on your About page that show them what you would like them to do next.
- Try describing your entire clientele as if it were one person. Now, try describing any other types of clients that you would like to attract the same way. How would you address this group if they were all sitting in a room together?
- Think of your business like a person and describe it to at least five people. Take their feedback and questions and use it to fine-tune your description.
- Write a seven-second elevator pitch for what you would like your visitors to do on your site. Make sure you include who you are, what you do and why they should take this action.