The 'About Us' page on your website can have a make or break effect on people.
When they click on this page to find out more about you, they're already a step closer to becoming customers; they just need a bit more convincing. What they see will either hook them or make them hit the back button and leave your site, possibly never to return. So how can you improve your about us page?
The following are eight tips for how to improve the About Us page on your website:
1) Consider what your customers are looking for
Even though your About Us page is technically about your business, what customers want to find out when they click on it is how you can help them. They're looking for additional evidence that you're a good fit for them and can best serve their needs. What necessities, preferences, or challenges do your products and services address? What qualities set you apart, and how can those qualities benefit your customers?
2) Make sure to sound relatable
Avoid an overuse of jargon and pretentious language. Watch out for convoluted sentences that sound awkward when spoken out loud. Even if you want to strike a formal tone with your website, you should still write in a straightforward, conversational way.
3) Show authenticity
Your About Us page is supposed to cement trust in your business. You're showing potential customers that you're genuine and that they aren't getting deceived by appearances. The text, images, and design on your page should strike a consistent tone with the rest of your website and with your overall business personality.
Inconsistencies in your message and tone will create distance between you and your customers. Above all, don't fabricate information or make misleading claims; honesty is essential for your business's long-term success.
4) Tell an interesting story
Narratives are a powerful way to show why you're unique, respected, trusted, and passionate about the kind of work you do for your customers. Your About Us page gives you an opportunity to share a story that draws people in and gives them greater insight into who you are. Your business takes on more depth and becomes more memorable to them.
5) Use powerful visual content
The following are all compelling possibilities:
- A captivating introductory video (you can host it on YouTube or Vimeo).
- Charming behind-the-scenes photos from your business.
- A well-designed infographic explaining your work process (and its results) or showing a timeline of your business's history.
Your text should also be visually appealing. Avoid dense paragraphs and unreadable fonts. Use clear headers, shorter paragraphs, captions, and bullet points to help people learn about you.
6) Get creative
If your business is a restaurant, for example, maybe you'll design your About Us page with the look and feel of a recipe that shows the ingredients of your business.
Creativity comes with risks. You may wind up confusing people, distracting them from the message of who you are and how you can help them. Another risk is that your creative attempt will strike an inconsistent tone with the rest of your website.
However, when done well, adding creativity to your About Us page makes you more memorable and expresses who you are. Remember that the creative twist doesn't need to encompass the entire design of the page; it can come out through particular elements, such as videos, photos or narrative style.
7) Share customer testimonials
Even if you have a separate page for customer testimonials or reviews on your website, you can link to them or share excerpts on your About Us page. Prospective customers will place more confidence in you and trust that you're authentic and reliable.
8) Post your contact information
If people like what they've seen on your About Us page, you don't want to pass up the opportunity for them to reach you immediately. Share your phone number, email, and address. Include links to your social media accounts. Add internal links that might take them to another page on your site where they can obtain a copy of an e-book or request a free consultation.
For additional assistance with creating a powerful About Us page, please contact us. With your About Us page, you have the opportunity to leave a favorable impression on website visitors and convince them to become customers.