You might think an About Us page is pretty self-explanatory, right?
Wrong. There is so much more to a great About Us page than just a spiel about your business.
An About Us page is your first, and possibly your last opportunity to introduce yourself to your website's visitors, and it's important to make a fantastic first impression.
Your About Us page should focus on two main objectives:
1. Reassure your visitors that your website is authentic, and that you are an expert in your niche.
2. Provide your visitors with a memorable experience that helps them feel a connection to your brand.
But why bother with an About Us page? Well, recent studies have shown that up to 52% of people look for an About Us page when visiting a new website.
Why? Because people will instinctively decide who to trust, who to buy from, and who to listen to based purely on believability. Your business's success is directly impacted by how trusted and liked you are by the people coming to your website.
Here are a few things to consider when you are writing your perfect About Us page.
What’s Your Goal Or Mission? Why Are You In Business?
This is the “mission statement” part of your page. You should be telling the reader what it is you do, why you do it, and how it benefits them, your target audience.
The last part of that is so very important, and often gets overlooked. This is your opportunity to describe what your customers are going to get from you. Another way to think of this is to consider "What problem do you solve for them?"
Remember to keep it simple. Don't overdo it with fancy words or jargon that just becomes motherhood statements, as they will switch off faster than a kid in church on Sundays.
We and Us, Or Me and I?
It's important to write your About Us in the same context, and to consider your intentions in your business. If you are the brand and focus of your business, such as musicians and artists, it makes sense to use me, my and I.
However, if you are selling products and/or services, the use of we and us infers a much bigger organisation than just you, even before it becomes one. It is also handy as your business grows, as prospective employees want to feel part of a team. Finally, using we and us works for when its time to sell, as your prospective buyers of your business dont want to feel that you are too attached to your business and they will lose trade if you go.
Tell Your Customers A Story
Telling your potential customers a story connects them to you on an emotional level, and if done well, dramatically improves your conversion rate.
People love to hear a story, it’s how we connect to one another.
Therefore, tell a story about your brand, and where you've come from to get to this point in your business life.
Consider things like:
1. Your light bulb moment. You know, that moment you got clarity on what you wanted to do and why.
2. Why did you decide to start THIS particular business?
3. Your business history, where you started, how far you've come, and where you see your business headed.
When people feel a connection with you, they are more likely to remember you, and when opportunities arise for them, share your business with others. If they don't feel a connection, they probably won't recommend your business if/when an opportunity arises, as they will have forgotten who you are.
What’s In It For Them?
The number one thing your visitors are thinking while reading your About Us page is "How is this business going to solve MY problem?"
So, answer the question. How are you going to solve their problem? Get into specifics, not wishy washy motherhood statements. Dive in and give it your all. Why should they come and buy from you instead of your competition? What makes your business unique? What is your point of difference? What is your value proposition?
Visual Stimuli
People love seeing images, or videos, and your About Us page should be no exception. This is an opportunity to show your team members, your business mascot (family pet), your warehouse or office, anything at all that helps customers learn more about your business.
Include a video of a memorable event that has happened in your business, an award presentation for example, or show how your business gives back to your community.
Include Facts And Figures
Despite making a connection on an emotional level with all the points above, if you’re asking people to spend money, they are going to need more than just the warm and fuzzies to get them across the line.
You need to include cold, hard facts to increase your credibility. Including positive reviews, sharing awards and industry recognition, and any media coverage that promotes your business are all opportunities to build credibility. Social proof, such as the number of Facebook page likes, or Instagram followers is also incredibly valuable here.
Call To Action
An About Us page without a Call To Action (CTA) is a wasted opportunity.
If you have managed to create that connection with your customers, now is the best time to seek a response from them via a Call To Action. You may never get this opportunity again. Asking for their business by offering a Call To Action is absolutely the next step.
Some options are links to:
Get them to buy your product/service
Offer them an opportunity to become an email subscriber
Redirect them to some of your other pages like a FAQ or Featured Products page
Show your service offerings and pricing
Your social media pages for social proofing
Your Blog articles showcasing your expertise and knowledge
Conclusion
A well written About Us page will definitely add a lot of value to your website. Its as almost as important as your business name and your logo, and should be given every opportunity to showcase your business as the leader in your field. If you dont feel you can do this yourself, we are happy to work with you to create an awesome About Us page.
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