Tips For An Effective “About Us” Page
Wednesday, April 22nd, 2015
Every website needs an “about us” section – it’s what bridges the gap between the visitor and the real people behind the business. As well as finding all the information they need about your product or service and confirmed that it meets their needs, they’re also looking to make a connection with the people beyond the surface, to gain a sense of trust. You also want to take the opportunity to present your case on why you’re a great company to deal with. One key principle in business, that is often ignored, is that people want to work with people they like.
Focus on addressing the visitor’s needs. Why have they come to your site? The “about us” isn’t a full on sales pitch, it’s simply reaffirming that your business has the experience and ability to serve their requirements. Discuss your past projects, how long you’ve been established, what backgrounds your employees have and how you go about delivering a great service. Here are four points to consider:
- Tell your business’ story. You don’t need to recount every single detail from the establishment of your business to the present day, but providing an overview of your journey and progress can be a great way to connect with a user. It demonstrates that you have history and experience, and gives a sense of reliability and authenticity. It also gives customers a chance to connect with you and understand your background.
- Include testimonials. Customers will often take what you have to say about your business with a grain of salt. They know you want their patronage, and this will of course slightly alter how all your text comes across. However, the words of a third party – someone else who has used your service and left a review – carry a lot more weight. Testimonials are a great and concise way of building trust and letting others speak for you.
- Vary your media. If you find yourself at a loss for words, infographics, photos and even videos can help fill the gap. Try to avoid bogging down your users with words, a visual medium can get your point across effectively.
- Include an address and contact information. An address proves that you’re the real deal and a legit business, and contact information gives users the ability to take the next step when they want to.
An “about us” page isn’t the first thing a user will see when they land on your website, but it can still be crucially important for ensuring that they take the next step and engage your services.
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