One of the most frequently asked questions, which we are asked when discussing website navigation with our clients is ‘Why do we need an about us page, doesn’t the home page tell our visitors what we do?’ and our answer is always the same ‘Your About Us page is one of the most important pages on your website. It is also likely to be one of the most frequently visited. An about us page helps potential customers to connect with your business and distinguish you from your competitors so it needs to be good!
The next question we are asked is ‘so what goes on an about us page?’ lucky for you here are some tips for making a top notch ‘about us’ page so you can help convert potential clients into clients.
Answer your visitor's questions
Dedicate your opening sentence to your visitor's challenges and questions. Start with the very reason why they have come to your site in the first place. Think of your meetings and phone calls with customers. Answer the questions they most frequently ask and avoid bold claims that sound too good to be true!
Differentiate yourself from your competitors
Once potential clients see what your products or services are, they want to know who you are and why they should choose you. Many businesses are pretty much the same but what is different and can set you aside is your customer service, the length of experience and how you deliver your product or service. A good way to display this is to highlight reasons why clients choose to work with you.
Include a Company Timeline
For companies with heritage, a timeline is a great way to highlight how the company has grown or evolved since its formation.
Promote Your Customer Testimonials
Testimonials strengthen the credibility of you and your business and help potential clients trust you. For those who are new to using your services, a recommendation from a third party can provide reassurance they need to invest in your services. Use testimonials that are specific, provide clear details about how you helped improve their condition or problem.
Display a snapshot of your key employees
Include the people that make your company. Most people find it easier to connect with real human beings, so let the personality of your employees and the environment of your workplace shine through!
Have a call to action
If a site visitor has made it to your 'About' page, you need to give them something else to do once they have finished reading. Without a call to action (CTA) on this page, you risk customers leaving.
We hope that creating an "About Us" page does not seem like a daunting task now. Have some fun with it, tell your story, be creative with your copy and most importantly take some professional photography of your staff and you will be well on your way to creating an eye-catching user experience.
If you would like help writing your about us page then contact us on 01482 216006