Creating the perfect website for your business isn’t just marketing. It’s an art. The designs, the content, and the social aspects of your website come together to give your users an amazing brand experience from the comforts of home. It’s the gateway to your company culture. It’s the invitation to customers to learn about you and everything your company can do.
A good website is an art form. A poor website is just a collection of words and buttons that don’t mean anything to the consumer. The elements you choose and the content you create make the difference. A balance of good content and web design is essential. You want your users to be impressed by the design, informed by your content, and able to navigate your website easily.
One of the most important pages on your site, even more important than your product pages, is the “About Us” section. This page of your website tells the customer who you are, and why they need to choose you over the competition. This is where your brand gets the chance to shine!
Elements of an About Us Page
Your About Us page should not only tell the customer who you are, but why your company is different. It should also prompt the customer in some way to take the next step, whether that is making a purchase, subscribing to your newsletter, or following you on social media. There is no one right way to create your About Us page, yet there are ways in which you can make yours stand out.
Include photos and video.
Every page of your website should include alternative media, not just text. But your About page should feature many different visual elements that tell the story of your brand. You can include infographics, photos of the staff, promotional videos, and much more. Visual elements not only give a lot of information to consumers, they elicit an emotional response that helps your customers connect to the brand.
Share your Company Philosophy.
A mission statement is standard on an About Page; don’t make yours generic. You want to give consumers a reason to connect with your brand. They want to know what you stand for, why your company is important, and how their purchase can improve their lives or someone else’s. If your company donates or partners with a charity, tell your users about it. Studies show that brands who advocate for social and environmental causes are more successful with millennial audiences because the customer’s purchase has meaning behind it.
Tell your story, don’t just tell the facts.
Many company About pages only tell the facts of the business, but not the story behind it. Your customers want to know about the entrepreneurs who started your company. It makes your brand relatable, more of a person and less like a corporate entity. Your About Us page can be from the perspective of the business owner or president, as long as you incorporate their story with the story of the company itself.
Write in a way your customers will understand.
Corporate jargon and excessive keywords are not meant to be on your About page. This is the platform to be personable, to talk about the people who make your company what it is. You don’t have to use a strictly professional tone. Write your About Us page as if you were talking directly to the customer, not as a salesperson, but as a fan of your own brand. You want to convey value and establish trust. To do that, talk to the customer in a language they understand.
Gain their trust.
When customers read your About Us page, you need to show your true personality and gain their trust to buy from you. Now that online shopping is the way to go for most people, it is harder to build customer loyalty. You don’t have salespeople for the customer to connect to and ask questions, so your About page needs to serve that purpose.
A “Frequently Asked Questions” section, if not a separate page itself, can be included on your About page (or as a subpage). This is a great platform to communicate to your customers about your products, and give them all the information they need to buy. Oftentimes, if a customer is unsure about a product’s features, they will simply choose a different solution rather than ask you questions. Making it easy for them makes it easier for you to make the sale.
Your About page can become the center of attention for your website, if written and designed well. Include these elements and nothing will be lacking for your customers when they reach it. Remember, the best About pages are unique. They establish trust and show the customer what your brand and team can do for them.
Excerpt taken from Scale Up Your Profits! The Secrets of Online Marketing written by Royce Gomez-King.