The Importance of a Good ‘About Us’ Page
Your ‘About Us’ page is critical to the success of your business so it is important to put as much effort into creating it as you would the other crucial pages on your website. You can look all across the web and find 1,000 different sites with 1,000 different pages, each one with unique layouts and writing styles.
While some companies use their ‘About Us’ page to tell a formal story of the start and growth of the company, other companies (especially beginner businesses who aren’t entirely sure of themselves yet) may relay a life story that reads desperation and can come across the wrong way to the reader. Some businesses may even be confused about the purpose of their ‘About Us’ page, giving it an unflattering design or filling it with boring bios.
Studies have shown that when visitors first come to a website, 47% go straight to the products and services pages, 33% browse around the homepage before looking elsewhere, and 16% go right to the ‘About Us’ page. These numbers might persuade you to focus your attention on the more traffic heavy pages first but don’t neglect that 16%. That’s every 16 out of 100 people that want to learn more about you and your brand. That’s 16% of your traffic, and they’re just as important as the rest.
While only a small percentage of visitors go directly to the ‘About Us’ page, if you don’t put effort into a unique design and filling the page with relevant and interesting information, you’re making a huge mistake. It’s is a mistake that far too many businesses make. A well-crafted ‘About Us’ page brings about many benefits for your business while a poorly-crafted one will cause new visitors to leave your website entirely.
It is important to introduce your company in the right way as well as know how to spot telltale signs of a bad ‘About Us’ page. In this article, we will give you some advice for creating a unique and informative ‘About Us’ page that captures your audience’s attention.
It’s more than just “about” you.
It is important to recognize what your visitors want to know and need to know. The ‘About’ page should focus on connecting with your potential customers, and it’s not the place for you to be the only star of the show.
An excellent way to create trust among your visitors is to display testimonials on your ‘About Us’ page. By letting your current customers do some of the talking for you, you become more reliable to potentials. Potential customers look for feedback from others and tend to trust it a lot more than the words that come from you.
You can even take your ‘About Us’ page a step further by adding photos to the testimonials of the people actually making them. This will help to build a greater connection with the reader.
Talk to your reader, not at them.
Take this opportunity to speak to your readers as if you were sitting with them in person. Tell them a little bit about who you are as a person, what you do as a company, who you do it for, and how it all benefits them. Some of this information may be presented on other pages of your website, but the ‘About Us’ page is where all of it is rounded up in one place.
One of the quickest ways to turn readers away is using the wrong tone. Visitors don’t want to see paragraphs written in the third person or the use technical terms that are too hard to understand. Pages that lack a conversational tone come across as cold or unengaging. Create a warm and friendly ‘About Us’ page that is attractive and easy to read.
Use your ‘About Us’ page to tell your readers the great things you can provide for them and how it’s going to help them. Use it to “tell and sell.”
Let the creative juices flow.
Let’s be honest, according to the numbers, the ‘About Us’ page is not likely to be the one many people first go to. It is however frequently visited after you’ve compelled visitors to spend some time browsing around your site. It is an excellent idea to create links to your ‘About Us’ page from other pages on your website. This will help you continue building the story that you’ve already been working on.
Speaking of creativity, try to make your ‘About Us’ page visually exciting! While the story should capture the attention of the reader, make sure to utilize enticing visuals to keep them reading. Using stock photos or even no photos at all is great – IF you want customers to jump away from your ‘About Us’ page.
Keep your page welcoming and give it a natural flow with pictures that guide the reader down the page to your call to action.
Keep your readers engaged.
It can be completely disruptive for a user to go from a beautifully designed and descriptive page to one that is stale and says nothing interesting about you and nothing at all about them. Use this page to shine and set yourself apart from your competitors!
Don’t make your ‘About Us’ page resemble the page out of a boring textbook. Many people just aren’t that interested in the history of your company. While it’s nice to know that you’ve been around for many years, people don’t want to look at a timeline. Instead of using precious space to boast, tell the customer what your company aims to do for them. Create a human connection with your users.
To create a relationship with your readers, share a story that is authentic to you. You don’t need to make it your whole life story though, instead lay out the important “aha” moments and the obstacles you’ve overcome, and explain why you’re sharing them. By doing this, you become someone who can help visitors find what they’re looking for.
Choose a call to action.
The ‘About Us’ page is a great tool for building up your brand. While there may be several things you want your readers to do, such as following you on social media, signing up for emails, and checking out your articles, you shouldn’t ask for every one of those things here. Doing that will only send them in all kinds of different directions, and very little is accomplished.
If you want to get the most out of your ‘About Us’ page, choose just one call to action. If your mission is to direct people to your product page, consider placing a brightly colored button that users can click on to will take them there. If your goal is to get readers to sign up for emails, introduce the goals of your site and how you plan to help readers, then follow up with a snippet about the opportunity to sign up for newsletters and a place to input an email address.
Who are you?
Tell your readers who you are, as in your actual name. While you may not mention your name anywhere else on your website, it is important to do so here. If you found yourself at a large networking event, you wouldn’t just shake hands and not give your name, would you? Treat your ‘About Us’ page the same way.
Take it one step further, include a picture of yourself. Let your readers see you as a human and allow them to match a face to the name. Don’t use corporate headshots, selfies, or stock photos; instead, invest in some professional photography.
Keepin’ it real.
If it fits and can be clearly understood, maybe throw in a little humor here and there. Bring personality to your writing. Also, remember to always keep away from topics such as politics, religion, sexual innuendo, and other controversial issues unless it is relevant to your company and you’re absolutely okay with losing some business because of it.
Don’t forget about links and contact information.
It’s important to include links to your social media and blogs. Also, make your contact information very clear and easy to find as well. Doing these two things will help lead your viewers to where you want them to go next and make it very easy for them to get there.
Don’t neglect your ‘About Us’ page!
Your ‘About Us’ page isn’t meant to be written once and never be touched again. This page should often be updated with any new and relevant information. This page may warrant consistent attention, but it’s well worth the effort!
It’s all worth it.
Several things go into an attractive ‘About Us’ page, but they aren’t very complicated. It’s important to remember to be yourself and have an original and authentic story that your readers can connect with and appreciate. Following these steps for creating an ‘About Us’ page will help traffic naturally flow and lead to a higher conversion rate. The ‘About Us’ page may not be the first thing to reel most customers in, but it will ultimately help keep them hooked!