When someone lands on your brand’s website for the first time, they’ll typically head right to your ‘About Us’ page. Your ‘About Us’ page should serve as a quick and easy way for consumers to recognize your company’s credibility and assess whether your values align.
In the digital world, an ‘About’ page is like a handshake. A poor one can lead to decreased confidence in your brand and result in bounces and missed sales. Here are five tips to help you create a stellar ‘About’ page to wow your stakeholders.
- Inject Your Personality
A personalized bio page, like this one, will set you apart from your competitors. To captivate your audience, avoid jargon or sales statistics. Research has shown that consumers get a warm and fuzzy feeling from supporting small businesses. So, tell the story of how your company has grown from humble beginnings. Don’t be afraid to inject a little humor!
When referring to your company and your team, use words like ‘I’ and ‘we’ instead of the impersonal ‘the’. For example, don’t say “the company was started”. Instead, write “we started our company”. Your word choice will humanize your company and make readers feel involved in your brand’s journey.
- Introduce Your Team
Your ‘About Us’ page is a unique opportunity for you to show your potential customers the face behind your brand, quite literally! Customers don’t want to deal with a faceless offshore customer service team, they want to know that if they have a question or concern, they’ll be dealing with ‘Jan’ from the local office. By including photos of yourself and your team on this page, you’re showcasing the human part of your business.
To create a sense of warmth and intimacy, share a cute or quirky fact about each team member that can relate back to their role. For a home goods store, for example, “Jan’s favorite color is pink, and she can’t get enough of helping customers choose their perfect paint color!”
- Highlight Your Values
In an oversaturated market with dwindling consumer confidence, separating yourself from your competitors is essential. Use your ‘About Us’ page to clearly list your company’s mission statement and governing principles. These principles should align with the beliefs of your ideal customer profile. For example, if you sell cruelty free makeup, your unique selling point should be highlighted here. By showing animal-loving makeup users that you match their values, you can breed bottom line growth and customer loyalty.
- Include Testimonials
When buying products and services online, consumers don’t have the chance to personally inspect what is on offer. That makes positive reviews and testimonials from past purchasers a strong purchasing motivator for first time buyers. Use your ‘About Us’ page to display top reviews you’ve received, with particular emphasis on reviews from influencers and other key figures in your industry. This will lend further credibility to your brand. You can also list any partnerships or collaborations here.
- Provide Contact Details
When people land on your ‘About Us’ page, they are often looking for ways to contact you. Ensure that your contact information is kept up to date and clearly displayed on this page. Start with the basics, like email and phone number, but don’t forget to include links to your social media profiles. This will encourage visitors to follow you on other platforms and increase your reach and visibility. It’s also a great way to show that you’re active and engaged with your community.
Knowing how to create a strong ‘About’ page is a vital part of building and maintaining your business’s online presence. Using the five tips above, you can take your ‘About’ page to the next level today.