Web Design

10 Tips to Write Effective About Us Pages

10 Tips to Write Effective About Us Pages

The About Us page of a business website is a crucial piece in the buying-decision jigsaw. This page that describes a company is where prospects will go to answer their final few questions. Those questions will include; can I trust this company? And, people will want to know if they can relate to the brand and if the company has any credibility in its field.

A company history can fulfill some of these objectives. However, the story of brand development is only one element of what should be on an About Us Page. It is also critical that you don’t lose sight of the need to counter objections and sell the business.

So, if you have been pondering how you should write your website’s About Us page, read on. Here are ten tips to help you develop an effective About Us page.

Write for Your Target Audience

An About Us Page needs to resonate with the target audience. So, when you write your content, write so that your customers can relate to it. For example, if your products or services are targeted towards a younger audience, use the same type of language those people would use. And avoid being too formal and dry. An About Page needs to contain facts that answer people’s questions about the brand. However, it must still be an enjoyable read and relevant to the target audience.

Think About the Fold

The section of a website visible without scrolling is known as above the fold. And, this part of the page will be the first thing that people will read. So, it is best to summarize all critical information above the fold. Then, you can expand on the relevant points further down the page.

A brief introductory section above the fold will encourage people to explore the page further. And, it may answer some people’s questions immediately. The crucial point to remember is that people should not have to go hunting for the information that will convince them to buy.

Avoid Too Much Hype

You will want to sell your business on your About Us page. However, it is best to stick to the facts and avoid over-hyping your company and products. Indeed, your hard-sell will be on your home page and product pages. So, you don’t need to repeat that same content on your About Us page.

If you are too pushy on the About Us page, people won’t believe what you say. So, use statistics to prove your point and reinforce the message that is on your sales pages. For example, the percentage annual growth your company has achieved will demonstrate the success of your business. Customer statistics can also be helpful. For example, stating that 95% of customers say that they have saved money using your products could back up money-saving claims on your product pages.

Inspire Customer Trust

If you want a user to progress to the next stage, you will need to gain their trust. And, your website may be a prospect’s only experience of your brand. So, an About Us Page must demonstrate why a potential buyer can trust your company.

Your About Us page is the virtual equivalent of a sales presentation. And, if you were face-to-face with a prospect, gaining their trust would be as crucial as explaining the benefits of your product. So, it is best to confirm your physical address and contact details on an about page. And explain your expertise and track record in your industry.

Explain Your Unique Selling Proposition

Every business needs a unique selling proposition (USP). So, ensure that you explain what differentiates your company from your competition on your About Us page.

For some businesses, identifying a USP may at first seem challenging. But, you do need something to separate your offering from those of your competitors. So, if you are selling almost identical products, you may have to look at aspects of customer service for a USP. For example, free or next-day delivery or, perhaps, a money-back guarantee could be the differentiator.

Tell Your Story

The history of your brand will be a critical part of your About Us page. However, it is best to keep the record relatively brief and focus on aspects of your brand story that reinforce your brand message. Creating a timeline of how your company has developed will interest people. But, visitors to your site will not read overly long pieces of content. So, as mentioned before, stick to the relevant facts. And explain how things like quality, customer service, and other positive aspects of your offering have driven the growth of your business.

Show the Human Side of Your Brand

An About Us page is also an opportunity to show that there are real people behind the brand. And, as people connect to and trust people more than they do companies, this aspect of an About Us page is another crucial part of generating trust with customers. So, use the About Page to introduce key members of your team. And, perhaps, give visitors to your site a peek behind the scenes of your business.

Explain Your Brand Values

People tend to buy from brands with values that align with their own. And, in some sectors, what a company stands for is as crucial as the products they sell. So, use the About Us page to explain to customers what drives your brand and explain your principles and values.

For example, suppose you donate a portion of profits to a charitable cause. In that case, this is an important fact to mention. And, if your business strives to be sustainable, that too could resonate with some audiences.

Make an About Us Page Scannable

As you can see from the above, there is potentially a lot of content to get into an About Us page. However, a page describing your business must be scannable, just like any other page on your website. Indeed, some people will visit an About Us page to answer one single question. So, avoid turning the story of your brand into a long page of dense text. Instead, break up the text with subheadings and use bullet points to make the text easier to scan.

Don’t Let Your About Page Be a Dead-End

So, someone has read your About Page, and they like what they see? Where do they go next? Well, if you don’t signpost people to the next stage, they may quit your website instead of contacting you or buying a product.

So, an About Page needs calls to action (CTAs) that direct to them the next step. And, the CTAs must be persuasive and stand out from the rest of the content on the page. So, use bold CTAs that call for people to visit your online store, request a quote, or subscribe to a newsletter. And place your CTAs at strategic points on the page where people will be engaged with your content. For example, above the fold and at the bottom of the page.

Conclusion

An about Page offers brands the opportunity of allowing customers to get to know them. So, tell the story of your brand, but keep it interesting. Explain what makes your business unique without resorting to overselling. Let the personality and values of your brand come through in your content. And remember, the primary goal of an About Page is to get people to like and trust your brand.

Leave a Comment