From our extensive experience in the world of digital marketing and from building and revamping countless professional websites, the About Us page often seems almost like an after-thought to many of our clients. Clients are often so focused on their Home Page or their Services Pages, and Yes! Of course those are super important. But the quality of the About Us page of your site is absolutely essential for so many reasons too!
If a potential customer has ventured to your business site, either by a direct search or via top billing on Google’s search engine results pages thanks to some savvy SEO, your home page surely has to make a lasting first impression, as we’ve recently highlighted in our blog, First Impressions are Critical. Someone who clicks to your site takes milliseconds to judge whether you are professional, trustworthy, credible … basically – someone worth doing business with. Now, if that first impression does what it’s supposed to do and keeps your potential customer engaged, where are they going to click next? If they’re not already reaching for their phone to contact you or filling out your Contact Form, then chances are they’re looking to learn more about you, your company, and your company’s values.
According to the book Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action by Rohit Bhargava, people decide whether to listen to you, trust you, and most importantly buy from you, based on one simple metric of believability – how likable you are! Imagine you’re at an event, having a conversation with someone for the first time. What are you likely to do? Look for similarities or common ground! You would discuss your background, hobbies, favorite movies, TV shows, foods.. etc. All in search of a connection or something that links you to that new person so you can determine whether they’re similar to you, which would make them likable and trustworthy, right? Same goes for your About Us page on your business website. New, potential clients are curious if they connect with you, and your About Us is where they’re going to find out!
Tips For a Sensational “About Us” Page on Your Business Website
So, how do you make that About Us page truly shine? Here are some simple tips we compiled to make sure your About Us sets you apart from your competitors, establishes a connection with potential clients, and converts leads into sales.
Make it About the Customer - Not You!
Instead of solely rattling off all of your amazing capabilities and accomplishments (which are no doubt impressive!), tailor your About Us to be more about the customer. As in, what can I offer the customer? What solution do I provide to their problems or needs? No matter your niche, you need to show your clients what’s in it for them – why should they choose you over others, how they can benefit from doing business with you, and how you are the solution they’ve been searching for!
Stick to the Ws
Stuck on where to even begin?, We can help. But the basic starter recipe for the About Us page is ensuring the five Ws are included – who, what, when, where, and most importantly- why. Tell your story – who you are, what you do, when you started, where you’re located (or even where your story is going), and why you’re the best person or company for what they need.
Inspire Trust
A well-written About Us page should inspire trust by adding a “humanness” factor to your website. Just like someone you meet face-to-face is trying to determine whether they can trust you, so is someone who clicks to learn more about you and your business. Using a casual and approachable writing style, this section of your website should tell the story of your business, the mission, beliefs and values of your company and what led you to go into business in the first place. And yes, inspiring trust also likely requires you to brag a little about your capabilities and accomplishments, and that’s okay, as long as the focus remains on the value you provide to your customer.
Connect Visually
Include photos, but if possible, not stock photos! Customers want to see who they’re potentially doing business with, so your well-written About Us should also include photos of you, and if applicable – your team. Real photos will build connections and trust, so they should be genuine and of real people or places, which can even include a snapshot of your storefront if you have one. Professionally taken photos are a good investment, as long as they don’t come across too posed or edited, which can take away from your attempts to connect to your audience in a genuine way.
Don’t Forget a CTA
So, you’ve used engaging writing and carefully selected photos to show what you have to offer, tell the story of your company, connect to your audience, and inspire trust. All the things. Now, it’s time to seal the deal and “call them home.” Since they’ve made it to and through your About Us page, you need to make it easy for them to take the next step. Include an effective and clear call-to-action that inspires them to call or email for more information, or you can link them directly to your online store so they can make a purchase!
At Inception Web Design, our goal is to make every facet of your business website be successful. We offer complimentary, no-pressure 30 minute consultations to discuss your needs, goals, and how we can help you light up the web.
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