Most websites have product descriptions and high-quality images, but an effective “About Us” page can persuade visitors as they decide whether to buy from you. When potential customers find you as a result of a Google search, for example, they will seek an understanding of not just your product range but also your team and company. Many times, customers attempt to minimize their personal risk by looking for reassuring information about your operation. Most companies fail to provide visitors with enough information to give them that “warm and fuzzy” feeling.
Below, are some ideas for an effective “About Us” page.
DO THE RESEARCH
Take some time to conduct a little research. For example, what do the “About Us” pages look like for other companies that you admire? Take a look at your competitors’ sites. Consider specific ways in which you can highlight additional experience and differentiate yourself from others.
WRITE FOR YOUR CUSTOMERS
Me, me, me is boring, boring, boring. We say that all the time here. What specific problems does your company solve for clients? Customers buy solutions, not things. Tailor your company’s background around that message.
TELL YOUR STORY
What were your reasons for starting your company? What key events in your life made you do things the way you do in your business. Get real. People like real.
Hire a professional photographer and post some great shots of you, your team, offices, etc. Again, people want to relate to whom they do business with.
TALK ABOUT YOUR STRENGTHS
What is your company’s “USP” (unique selling point) – and why exactly should people do business with you? Show them your strengths and the things that make your company special, such as the years of experience you bring to your field or the lengths to which you go to source the best products. Ratings from any third parties that recommend your products and service levels are a great way of emphasizing your strengths. This is why it makes sense to refer to any awards you may have won on your “About Us” page. If you received great praise from a particularly happy customer, ask them to use their positive review together with their name as a testimonial on your “About Us” page.
USE A CLEAR DESIGN AND STRUCTURE
Be sure to place your “About Us” page in a visible position within your website. Make sure that it is a specific menu item in the site navigation bar and footer menu.