ABOUT vs HOME page – Understanding the difference and why you need both

What’s the difference between a HOME page and an ABOUT page? And do I really need both?

First, yes. If you want your website to shine online, then you need both a HOME and ABOUT page. Not only are both pages crucial from a branding perspective, but having both can help with SEO and AI-optimization. Here’s what you need to know…

HOME page vs ABOUT page – What’s the difference?

The HOME page

Think of the home page like a menu at a nice restaurant – like a lovely, well-laid out presentation of the establishment, the chef, and the specials with a few snapshots of some of the best dishes offered. This high-level format serves to ‘introduce’ the company as a whole and spark ‘at a glance’ intrigue.

But keep in mind… “High level” does not mean vague, fluffy, or ambiguous. The home page needs to be succinct, crystal clear, and pack and punch.

The HOME page has two primary goals:

1. Communicate the need-to-know information in a clear and compelling way.
   Within 20 seconds of someone visiting your home page, visitors should know generally who you are, what you do, and for whom you do it.

2. Serve as a launch pad for everything your business does and/or represents.
   Whereas most pages will have a single CTA (Call to Action), the home page will introduce everything you do and then offer hyperlinks redirecting site visitors to different places on your website to ‘learn more.’

The ABOUT page

Your ABOUT page goes a bit deeper than the HOME page. On your ABOUT page, you’ll need to specifically demonstrate who you are, who you help, how you help, and why. If written correctly, your ABOUT can establish trust with potential clients and lay the foundation for the entire provider-client relationships.

Your ABOUT page is not just where your bio lives, and it’s definitely not a second version of your resume. (That’s what LinkedIn is for.) It may seem counterintuitive, but around 75% of your bio or about page needs to be about your client’s pain points.

The ABOUT page has three primary goals:

1. Build trust by showcasing how who you are and what you do provides an ideal solution for your ideal client’s pain points.

2. Present the conversion opportunity and the soft sell option(s) in a helpful, non-pushy way.

3. In an authentic, compelling way, do the thinking for your ideal clients so that by the time they finish reading your ABOUT page, they feel so seen and heard that they are highly motivated to either convert or take the next step with one of your soft sell options.

A good ABOUT page can establish trust before you even meet your clients, which can positively impact not only the onboarding experience but also retention rates and the likelihood of referrals. The ABOUT page is arguable some of the most important content on your website, yet this is the webpage where I see most practitioners and business owners struggle.

Learn why in my other blog:

How to write an ABOUT page that actually connects with your ideal client