Getting started with about pages
It is rarely the thing that gets a project approved, and often the thing that decides how it goes. A short on-ramp to about pages for teams who have not touched it before.
Content is the part of a project most likely to be underestimated and most likely to delay a launch. Most teams find the first pass takes an afternoon and the maintenance takes minutes a month.
The reason this keeps coming up
The about page is often the second most visited. In practice this is a scheduling problem more than a technical one. If it only works because one person remembers to do something, it does not work yet.
Your first week
- Find out what is already in place
- Visitors are checking whether you are real
- Change one thing and measure it
Photos of actual people outperform stock imagery. This is the sort of thing that compounds, quietly, in both directions. Budget a little time for it every quarter and it never becomes a project of its own.
In practice
Pages that answer a real question outlive pages written to fill a slot in a sitemap. Three things worth confirming about about pages before you move on:
- Someone can say what the current setup is without going to look
- The about page is often the second most visited — and you know whether that is true here
- There is a way to tell whether the last change to this helped
Pick the one that would hurt most if it failed, and start there.