Second to your homepage, your “About Us” page may be the most important page on your website. It’s your chance to build a rapport with potential customers. When visitors go to your “About Us” page, they’re interested in learning more than just the facts about your products or services. They want to learn more about YOU so they can make a determination if you’ll be a good fit for them. That being said, here’s 5 easy improvements that will make your “About Us” page more compelling.
1. Put The Spotlight on You
The first step in creating an effective “About Us” page is to tell potential customers all about you. Visitors want to learn about you and your skills and experience to determine if you can help them with their problems. You should let your personality shine through when telling your story and listing your accomplishments.
To begin, answer a few questions about your business. Focus on the who, what, where, when, why, and how. Use the sample questions below to lay the foundation for a strong “About Us” page.
- Who started the company?
- What are the values of the company?
- Where do you see your company going in the future?
- When did you start the business?
- Why should visitors choose your business to solve their problems?
- How will you help them?
2. Tell your story
Your story is unique to you. People want to know how you got started and why you wanted to get into this type of business, so start at the beginning. Document when and where your business was founded. Mention key elements of human interest and feature the highlights, but keep day-to-day, ordinary details out of the story.
When you tell the story of your early beginnings, you allow customers to identify with you. They appreciate stories about hard work that led to success. The more they identify with you, the more they will trust your brand.
3. Detail Your Competitive Advantage
You should highlight the ways you are different from your competitors by focusing on your accomplishments, skills, and experience. Stick to the facts by telling customers how many years you’ve been in business, why you founded the company, and how the company has developed over time. And describe your experience and skills, list your education or training and certifications, and explain why you’re uniquely qualified to offer the service or product you sell.
4. Smile For the Camera
Smiling photos are a compelling visual aid. Your prospects want to work with a company that they anticipate will be friendly and helpful. And they want to hire a company that really seems to enjoy what they do. What better way to visually convey these messages than with warm, welcoming smiles.
5. Focus on Your People
Potential customers want to know about you and your employees to determine if you can meet their needs. Explain the job that each person does and ideally you should include the education, skills, and experience that make them qualified for the position. Include memberships to professional organizations or product or field-related certifications. And include a few details about each person that are not related to the job.
Employee bios produces trust. This information makes you and your employees more relatable. Visitors will know you have the qualifications necessary to help them.
Still stuck for ideas? Contact us today and let’s discuss.