The “About Us” page on a website is one of the most important pages, yet is most neglected and overlooked. This page is crucial for expressing your business’ personality and mission. Your “About Us” page should build trust and provide reassurance for consumers interested in buying from you or investing in your business. This is especially important if they have not had any prior dealings with your firm.
You can set yourself apart from your competition by stating what makes you different. Take the time to put yourself in your customer’s shoes and use that knowledge to start building a personal connection with someone who visits your website. “Spark” and charisma are essential to attracting someone who doesn’t know you, so write in a manner that is conversationally friendly and clear about what you are all about. If you can induce a feeling through a story about your service or product, you will create an emotional attachment between the visitor and your brand.
Important Tips for an Effective “About Us” Page
- Tell Your Story – Share the positive impact your product or service has had on others. Was it life-changing or empowering? Humanize your brand with a good feeling. People connect with what they can relate to or what they would like to relate to. The world needs more good news! Share your mission and business ethics, and tell the story of how your business came about. Write with passion as you share your business struggles, growing pains and successes, but don’t make the narrative too wordy. Combine a modest attitude about your accomplishments with showing appreciation and thanks for those who have helped you along the way. Tell us why your company, service or product is different. Why should we buy from you?
- Show Your Personality – Be unique with your layout, text and images so they reflect your personality. Remember to stay consistent throughout your website and social media pages when choosing the tone, layout and fonts. Your brand colors should be prominent. Having a strong design aesthetic is important, but without compelling content, you will only hold the visitor’s interest momentarily.There are countless approaches, but think about what works best for your specific story. For example, sharing your business’ journey and milestones can be laid out in several ways to create visual interest. Think of a vertical timeline instead of a horizontal one, or an abstract roadmap with simple blurbs of accomplishments. Simply, keep it visually interesting but clean and easy to read. Remember to use vivid graphics and words that are descriptive. Humans are visual creatures, and pictures can increase the level of feeling and empathizing with your brand.
- Humanize Your Business – Stay human and sound less formal. Be straight to the point with powerful, short sentences. Use your unique voice instead of being overly polished and sounding too ‘industry.’ You will seem more credible and trustworthy. Some visual examples include showcasing people behind the company scenes. Along with using employee pictures and fun bios, include personal info such as hobbies, quirky throwbacks, links to their online accomplishments, and social buttons linking to their pages and email. Pictures of your staff in action give a human perspective to your business. At VIA, one of the most clicked-on pages has historically been our staff page. In a service business, people especially want to know who they will be working with.
- Video Impact – Tell a story about your business using a short, engaging, one-minute video to create an impact and make the visitor want to know more. Video will increase your Google search ranking and provide a solid introduction. Remember to include an introduction or caption with your video. Videos are also a great way to add dimension. For example, showing a video of how a customer successfully uses your product or gives positive feedback will build trust between the visitor and you.
- Testimonials – Using pictures of people along with their name, business or city, and a testimonial about their experience with your business personalizes your brand and provides reliable credentials. Sharing a short quote from employees explaining why they enjoy working for your company is also another type of testimonial. Testimonials can come from different groups including customers, business affiliates such as vendors, or your employees.
- It’s All About TRUST – Don’t forget to include what your products or services can do for your customer. Most people are considering you from a “What’s in it for me?” perspective. In the end, it’s always about creating and keeping someone’s trust. The customer needs to know they can count on you and that you will stand with them if something goes wrong.
- Expand Your Horizons – Some use their “About Us” page as a landing page to summarize their business. You could expand and organize your content by creating tabs or subpages with categories such as Our Story, Our Process, Our Team, etc. This makes the information more easily digestible for the visitor. More pages improve your SEO because they require more clicks and provide more opportunities for your keyword tags.Another idea is to use a section of the page or another tab to highlight the visitor/customer. Have an “About Us” section and an “About You” section. Case studies are a good way to show how you prioritize customers’ needs. Include details like solid credentials or awards you’ve won. Relating experiences about how you’ve empathized with customers’ challenges and how you’ve helped them will go a long way to secure new business.
Please contact VIA Marketing to create your “About Us” page, or let us rework your page to enhance your business. If you want a fresh tone across your website to convey more personality, we can do that too! Contact Julie or call 219-769-2299.
Research Your Options
Before you build or freshen up your “About Us” page, take a digital trip to research “About Us” pages on other websites. Look over examples of some highly effective pages and learn why they work. Check out websites of businesses you really value, along with competitors’ pages in similar industries.