Creating an About Page for Trust, Income, and Link Building

Every site, for the most part, has an under utilized about page.

I looked through dozens of home pages from the most random affiliate niches to put this framework together for you.

Few were well done, most were just a few paragraphs. 

Over the past few weeks, we've noticed a handful of people asking us how to compose their About Page. Which leaves me guessing that there are a lot of more you whom just didn't reach out.

Are affiliate sites' about pages different? Kinda..

But let's break it down into 6 major parts:

  1. Who we are
  2. What we do
  3. How we do it
  4. Affiliate disclosure
  5. Call-to-action
  6. Native shopping ad

Before diving into each of these portions, I want to quickly mention that from my research, the most effective about pages were the ones with distinct sections. It was just a big blob of text, they all had H2 tags and usually some images. Keep that in mind as you build yours.

Section 1: "Who We Are"

The number one reason why someone is even looking at your about page is because they want to know more about your site and the people involved. The interesting thing about this page is that people don't visit it with an expectation. They're mind is blank and they're curious more than anything. So this is your opportunity to set the bar high here and over deliver. 

Think about all the people that could be visiting your about page:

  • Your main readers
  • Other bloggers in your niche
  • Advertisers
  • Product manufacturers
  • Writers

I'm sure there are more, but let's leave that as is. These are some of the most important people visiting your about page because they are income generators for you. Even your writers are considered an investment. Each time you re-hire a writer to create an article for you, your investing in their talents and attention.

If you want to encourage people to link back to you naturally, request sponsored review posts, or advertise privately on your site - the about page is worth putting some care into. Your competitors won't be acquiring backlinks to this page. This is a golden opportunity for you to capitalize on and increase your off-page strenght.

Try and include a few pictures and even a video to show your site's personality. Anytime you have the opportunity to show your face to a potential visitor, you should put it good use.

I know lots of people reading this would prefer to use a fake persona image but just place yourself in the shoes of someone interested in knowing more about your site. They might just be browsing the reviews on your site, but they could also be a potential product manufacturer snooping around to see if you're the best pick to review their new product.

Depending on how far you'd like to go, consider including yourself, permanent writers, and even tech people on the page. One way to attract links is to make your site look bigger than it really is.

If you're going to use a fake persona, try and create an avatar. This is someone who is just like the readers of your blog and is essentially the face of your site. The more relatable your avatar is, the more attractive the character is to site visitors.

Unfortunately, if your site's avatar is too far away from the personality of your readers - it can stunt the growth potential of your site. For example, most of your readers are older men in their 60s but you are a woman in your late 20's. There's a mismatch there and your readers would certainly resonate with getting advice from someone who has gotten past the milestone they're trying to complete.

Most people are online to either be educated or be entertained, try to make your sites personality match the qualities your readers are seeking.

It's ok to use an avatar that isn't yourself but if you're able to use your face. That's the best approach.

If you don't want to use your name, but don't mind showing a photo of your face - then go ahead. This is certainly a better approach since I've seen completely fake persona's get backlash during outreach campaigns.

This entire article is just some food for thought. It's in no way going to be detrimental to your site if you don't have a great about page, but it does help build trust with your readers and stand out from the crowd.

In the crowded world of online marketing, you should be doing your best to stand out right?

Section 2: "What We Do"

If you're just starting out with your site, this is something where you can tell your reader where you want to take your site.

It's essentially your vision.

For sites with some articles already up. Take the opportunity to find some impressive stats to place here. Try and use as much relevant terminology as you can to help readers ensure they are in the right place. Align your vision with something they might find important as well.

If you're having a hard time thinking of this part, envision this:

Try explaining to a writer why they should join your team full-time. How is this worth their time?

One impressive stat that I saw was someone stating how many reviews they had already completed and the charities that they donated in their niche. Yes, your site might not be at that stage but it's certainly something to think about.

I have a friend who's e-commerce site exploded because he simply donated 1% of profits to a great cause in his niche. If it can work for his business, it can work for you in the future.

But make sure you are honest about this, of course.

Section 3: "How Do We Do It"

In this section, it's the perfect opportunity to explain to your audience how you conduct research for your reviews. I don't mean talking about keyword research and all the various tools that you use.

But actually talking about the way you assess if a product is good or not. For example, if you are in the pet niche and you're reviewing dog treats. Explain how you guys only look at the best ingredients and often choose products that have fewer ingredients for purity.

In the case of our own reviews on HPD, we might go through each section where we provide star ratings and explain how we use these to judge products overall.

People aren't coming to your site to learn about keyword research. They want to know how you determine which product is the best. They want to know if they're in good hands and not purposely being profited on.

Avoid talking about how you may use Amazon reviews to assess the validity of a product. Amazon always encourages you to actually use the product physically but it's not always possible to do this, so just avoid mentioning this as your process.

Another thing that could be extremely helpful is to state that your process is always evolving. With new research processes and procedures, your readers should know that you're going to be on top of the ball. It really depends on your niche, but if you're just starting out it's a neat idea to add this into the mix so that you can defend against any scrutiny in the future.

Section 4: Affiliate Disclosure

This is a big one and it goes along with your Amazon disclosure. To be safe, you should write that you will be paid commissions for products that you recommend and this will help you stay in-line with the FTC act.

As you can see, the FTC isn't monitoring every site and how could they? This doesn't mean that you shouldn't protect your ass though. Spend some time reading about the FTC guidelines and even if you don't understand everything, try to take a pass at reading it once.

Nothing like some Friday night reading to protect your business in the future.

Section 5: A Call-To-Action

The next logical part of your 'about page' should be to call out your readers. Not in a negative sense, but to invite them. Invite them to request a topic they're passionate about or ask them to just say hello.

It's really that simple. You could even put a contact form there as well for ease.

Section 6: Native Shopping Ad (Optional)

This is outside-of-the-box thinking at its core. I would say this section is optional and really should be judged on a case-by-case basis.

Your site might look awful with these native ads there so take them off if that's the case.

It's worth testing this though. Try it out for a month and see the results. If you don't see any improvement in your commissions or clicks - then I would take it off.

Time To Implement This Framework

After looking through dozens of affiliate sites' "About Pages", this was the best solution I could find to making your about page stand out and also monetisable.

Take an hour and write this up quickly and see what type of trust you can build up with this page. It can be extremely effective when white-hat link building and you won't have to do more than once. This is what I call low-hanging fruit.

2 Comments

  1. I have a nice, friendly About Me page on my sites and recently switched to the Cresta Image In Widget plugin for making a sidebar “About Me”. Some force using Gravatar, which when clicked went to a different Gravatar image in my account!? I find it better to have some flexibility over what you can do in your widget.

    Nice article, by the way. 🙂

  2. Hey Kelvin, Thanks for this valuable article. Will share it with my friends and community.

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