The about us page for many websites is the second most visited page after the homepage. It is where people go to understand more about who they will be working with before making a final decision, that is why getting it right is vital. These are tips to help you make sure your about us page is as impactful and valuable as the rest of your site.
1. Make Your “About Us” More About Your Site Visitors
The about us page is the place where you share more about your business and its founders, however, your about us page should also be another opportunity to connect with your audience. Highlight how you and your business can bring value to them.
2. Have an Impactful Opening Statement
Your about us page is a chance to captivate your audience by starting with something fascinating to entice visitors to read more. This can be a meticulously worded mission statement, a question, or even a quote. Starting with something creative will leave readers wanting to know more.
A great example is the iconic McDonalds opening statement!
3. Tell a Story
Your story should start at the beginning; talk about the journey you took to reach this point and then on to explain what kind of business you are today. Telling a good story will enable you to capture attention and instil more trust in your audience.
The story you tell doesn’t have to be just about your business’ birth and growth, it could also be a story of why what you do is important and how your services have impacted society.
4. Keep it Personal
Your about us page is your opportunity to put a face to your business and humanize it. A conversational tone is often used with an about us page, even if the rest of the site has more of a professional tone.
Images of you and your team in action, working together in a collaborative business environment is always a good way to appeal to your site visitors.
5. Stay Focused
If the first thing your visitors see is giant paragraphs of text, many of them will simply navigate away. People tend to just want a quick overview of who you are and what you are all about. They are not interested in all the finer details.
Brainstorm a list of the main points you want to convey on your about us page then write your copy and then cut out any unnecessary information that goes beyond this key list
6. Include Social Proof
People trust what other people say and feel about your business, not just hear your own subjective opinion. Including some social proof on your about us page can help build more trust.
Social proof can be anything from testimonials, social sharing statistics, or some raw data about how many people use your product/services.
This popular business shows testimonials on there about us page!
7. Propose the Next Step
Including a call-to-action can help site visitors to continue their journey to learn more about you and potentially become a customer. This could be anything from proposing they sign up for a company newsletter to urging them to contact you for a free quote.
Conclusion
Your about us page is a great opportunity to connect with your audience in a way your other site pages can’t. Using these tips, you can create an about us page that makes an impact and let your potential customers get to know you and your business.
