Crafting an Effective ‘About’ Page for Your Investment Firm

Your private equity website's ‘About’ page is a crucial component that tells your firm’s story.

Whether your investment firm has been in private equity for 40 years or is a two-year-old real estate manager, this page should communicate fundamental details about your firm.

‍These details include:

Its mission
Markets it participates in
Its strategies and funds

Below, we’ll discuss best practices to ensure.

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‘About’ Pages for Private Equity Websites: 5 Best Practices

This page will often house your firm’s history or timeline. Its content will vary depending on your firm’s narrative.

Regardless of this narrative, however, there are certain best practices to follow.

Here are five of them.

1. Prioritize The Reader

When considering what to include, it’s crucial to consider the reader. What information is most relevant to them? How can it be presented best?

The first step is identifying your website's primary target audiences. Once that is done, Darien Group conducts interviews, performs research, and provides suggestions regarding the most effective messaging.

2. Your ‘About’ Page Should Complement Your Homepage

Your ‘About’ and homepage content should complement one another.

Strategically separating content thematically ensures that while the homepage discusses the investment strategy, the ‘About’ page focuses more on the firm’s history.

3. Content Considerations

Think of the ‘About’ page as your optimal Wikipedia entry. Keep your content light and straightforward. Avoid long paragraphs and extensive word count.

In our digital age, viewers lack the patience and attention span to read through seven lengthy paragraphs.

Research has found that, on average, website users read (at most) 28% of the words during an average visit, but 20% is more common.

As such, the content they do read must be purposeful and impactful.

Further, website users retain 95% of a message from a video versus only 10% from reading text. This makes a powerful argument for the value of incorporating video content.

4. Appropriate Linking

If the ‘About’ page includes references to other interior pages, ensure these are linked appropriately, thus encouraging users to continue navigating your site.

For example, if you want to highlight a new strategy, consider promoting it visually on your ‘About’ page to drive more visitor traffic to its specific section.

5. The Viewer’s Journey

Finally, consider the viewer's journey.

After reading through all the content on the ‘About’ page, where do you want them to go next? This is where knowledgeable UX/UI design is vital.

A contact form is a good strategy. It helps prospective clients easily get in touch.

You might also direct them to a portfolio page to help them better understand your firm's investments.

Tell the Story of Your Firm with Your Private Equity ‘About’ Page

Your ‘About’ page will likely be copy-heavy compared to other pages. Use this space to communicate key differentiators that set your firm apart.

Visual aids help—diagrams or custom icons make this information easier to digest. Where possible, consider incorporating content from other materials, such as presentations.

Above all, an effective ‘About’ page tells the story of your firm and its evolution, giving your potential investors an insight into who you are and what you stand for.

If you’re ready to talk more about crafting a compelling ‘About’ page and our other proven strategies for the best private equity websites, contact Darien Group today.