If you own an online business, you need to provide an About Us page. Unfortunately, many sites neglect to give this page the attention it needs and deserves. Many people do not realize the importance of an effective About Us page.
Your About Us page has the distinct purpose of letting people get to know your company, which will help build the foundation of trust and respect that is needed for a successful online business. For certain businesses, the About Us page can also be used for recruiting new employees, sales reps, etc.
So, take some time, look over your About Us page and see if it utilizes any or all of the ten features listed below.
1. Company History – Give a brief history of your company and how you got started. Explain how long you’ve been in business, the purpose of your business and your experience. This is also a good place to add your mission statement.
2. Focus on Benefits – Be sure to focus on the benefits your company will provide the customer. Your potential customers want to know what you can do for them, not how you do it.
3. Introduce Yourself and Crew – Be sure to give your name and the names of those who work with and/or for you. You would be surprised at how many About Us pages I have read that contain no names whatsoever! Give a very brief background on yourself and your workers so your visitors can get to know them.
4. Special Skills and Accomplishments – Highlighting any special skills you have or accomplishments can help to build your credibility and separate you from your competitors. If your company is a green company be sure to highlight that as well. Let people know what your company stands for and against.
5. Toot Your Horn – Provide testimonials, awards and names of notable clients. Don’t be afraid to let people know exactly how accomplished you and your company are. This will also help build credibility and trust.
6. Use Photos – Be sure to add some photos of yourself and your workers (if any) so people can feel get more human contact. Actually seeing the person or people behind the website will make it more believable.
7. Personality and Passion – Give your company some personality. Accentuate the passion and commitment your company possesses. Let your readers see the human side of your company.
8. Social Media – Be sure to add your social media site links. This will give your readers another avenue to keep in touch with your company.
9. Coffee Clutch – Write all of this information as if you were sitting over coffee and chatting with your visitors. Don’t make it sound like a dull cookie cutter page. Add life, vigor and sparkle to your writing.
10. Contact Info – ALWAYS thank your visitor for coming to your site and offer your contact information. Let them know you are available to answer any questions or concerns. Adding your physical address is shown to raise the level of confidence in your company as well.
Although the About Us page is often overlooked by the site owner, it can be a very powerful way to attract customers and increase your conversion rate. Do the research and take the time to write a compelling and powerful About Us page that will boost your credibility and gain the trust and respect your business needs to survive!