Ah, that pesky about me/about us section.
You know how good your business is, but it can be tricky to get it down in words appropriately and without coming across all conceited like ‘oh, look at how fantastic we are!’ Obviously there is more to the about us page than simply stating your greatness in a modest manner, yet you have to successfully interpret to your audience that your company is the right choice for them. At least, that’s what the section should be.
As a result of potentially being misunderstood, some businesses can be timid in appropriately fleshing out the about us page to maximize conversions. And in other cases, online outlets fail to fully optimize their about us section because they, to put it bluntly, don’t know how to.
If you find yourself in a similar situation, do not worry – this post aims to teach you the methods that will get your about us page complementing your company and securing those sales.
The reason behind optimizing
First of all, it is important to know why the about us section is a key component to any business website.
So why is it important? Well, it’s all about trust.
When you want to sell anything, there has to be an established relationship between your business and the consumer. With the about us page, it offers the ideal opportunity to demonstrate your experience and qualities – although the page itself can often be overlooked.
Yet when you factor in that the about us section should be one of the most visited portions of your website, it is very important that you get the page optimized and flowing with the right information. Ultimately, a good about us page will help convince customers your business is the right one for them and get them making a purchase.
Go creative with your description
Although there are many templates available that can aid you in your description, following one of those can be detrimental to producing an engaging about us page.
To get the best out of this section, being creative with your writing is important. Don’t be formal and boring. Tell the story of your business naturally in a funny or moving way, while being completely honest with your customers. This type of direction will help stimulate a human response and increase engagement. Getting the consumer on your side from the start is, after all, the goal.
Keep in mind that your description shouldn’t be overly long and wordy. It can be hard trying to trim your writing down, but sticking to a succinct style will guarantee that your audience and their attention won’t go wandering.
And always stay truthful to your customers. Don’t forget that the about us page is all about building up trust with your customers, so don’t say things that cannot be backed up. Bragging and going with outlandish claims is certainly not advised, and it could alienate those reading.
Also, you don’t want to ignore other important facets when it comes to crafting your description. Consider the following:
- Testimonials and reviews from your customers
- Awards and certifications your business has been awarded
- Profiles of your employees
- Contact details for your business
- Your goals for the future
Admittedly, using images or even videos isn’t going to be the first thing that comes to mind in terms of compiling the main components for an about us section.
Yet using imagery can help increase engagement and put a face to your business.
As business on the Internet loses a large chunk of that personal interaction associated with brick and mortar stores, trying to capture that human aspect of things – no matter how minimal it may be – is important. The about us page is the place to splash a picture of you and your employees, and show your customers who is behind the business they are interacting with.
Try and avoid the cookie-cutter, ‘this is my professional business portrait’. Be original. Show your funny side. You know, any of those types of qualities that will be endearing to your audience.
Make sure it can be seen
One of the worst things any business can do with an about us page is hide it out of sight.
Go back to the section of this post that details the benefits of using an about us section. Do you really think it would be in your best interest to not have a link to the about us page a focal point of your main navigation bar?
You see, some businesses end up putting a link to their about us section at the bottom of their website. Or worse, in an even more concealed place. While the more inquisitive of customers can snoop out one of those ‘hidden’ links, the average visitor will be agitated from the start – and that’s not the best way to begin establishing trust.