Customers who view your website’s About Us page will spend 22.5% more than those that don’t. And, according to Blue Acorn, those who view it are 5x more likely to make a purchase.
I’ve wanted to address the subject of business About Us pages for some time. I’ve often wondered why it is that companies don’t put more effort into these great opportunities to bring customers closer to the business and its products.
In any great movie or binge-worthy series, a stellar opening image must beckon, entice and entertain the audience. Your About Us page must achieve the same.
We all know what an awesome first impression can do to build successful relationships. Your About Us page is the first impression.
Have you checked yours lately?
About Us not About Me.
The average About Us page is a sad, boring, and/or self-serving mix that sounds like a resume cover letter. It’s such a shame because your About Us page is so vital to your business! In fact, it’s usually the first place people look before they start to take you seriously. Get it wrong and you could be turning people off without even knowing it.
And I know what you’re thinking right now, “But my website is there to sell.” While your idea is right, the timing isn’t. About Pages can convert, just not the way you normally think about conversions.
There are plenty of places and pages on your site to bring visitors into your sales funnel, display products and sell them. Your About Page is there to introduce the company (yourself), explain why you’re different and build trust.
Promising the reader an “About Us” and giving them an “About Me” brings trust into question. It may seem insignificant, but it’s not. You might not anger customers, but you will disappoint them.
An About Us page is crucial to standing out in a crowded market.
However…a good About Us page is hard to come by because they’re difficult to get right.
- Focus on your target customers and the value they get.
- Provide testimonials, social proof, and other facts that prove your value.
- Visually appealing page with photos and videos.
- Convey your personality – WHY people buy from you.
Ah, but how to achieve these objectives can be tricky.
It’s all about trust.
The About Us page builds a relationship with customers and gains their trust. While trust is largely intangible and unable to directly account for its ability to win customers, it is the undeniable invisible force behind sales performance and retaining customers.
5 Tips to Improve Your Business Website About Us Page
1. Start with simplicity and clarity.
Begin with a short introduction about you and your business. Sum up what you do in 2-3 sentences, but keep the language very simple, no jargon.
Tell the story of your inception. Use meaningful language to engage the reader and add compelling images that help tell the story.
Talk about your core values, principles, and goals. Talk about the obstacles you’ve overcome, the things you’ve learned along the way, and anything that makes you sound like more than a machine pumping out products.
2. Stop with the mug shots already
I have seen my fair share (maybe you have too) of employees’ pictures on “Meet Our Staff” About Us pages. Who takes these photos – an off-duty Sheriff?
A better alternative is to take candid shots of your team performing their jobs. Have them look at the camera, smile and try hard to capture their authentic enthusiasm.
3. Tell a story about each team member
Interview each team member to get his or her heartfelt responses. Here’s what we use at Kruse Control.
Employee Interview Questions (sent via email)
Hi there! We’ve put together a survey that will help us connect better with our customers and our community online. With your help, we can tell the story of our business and help more customers. We pride ourselves on transparency and introducing you (digitally) will not only show how much we value your daily contributions but also help you connect with our customers and community as well.
Please help us by answering just a few short questions about yourself. We really appreciate your participation and we promise to make you look good!
1. What is your title and job description here at (company name)?
2. How long have you worked at (company name)?
3. What do you love the most about working for (company name)?
4. What do you like to do when you’re not at work?
5. What brought you to the industry?
6. Do you volunteer or support any local causes in our community? If yes, please tell us about it.
Add this at the end of your email: Thank you for answering these questions and for making our customers’ experience memorable.
Pro Tip: You can use this employee feedback in a number of other customer touchpoints: social media, blog and other website content, marketing and advertising copy and even video.
4. Show examples (with links) of ways you’re participating in the community
I can’t tell you how many businesses I know that spend thousands of dollars supporting local community causes. What I don’t see very often is evidence of that on their websites!
It’s not self-serving to emphasize your good works.
If a team member has answered ‘yes’ to #7 of the questionnaire, make sure to illustrate how they’re giving back.
5. Include testimonials and social proof
A good About Us page always needs to have some mention of past successes, achievements, social proof, etc.
Include a testimonial from one of your satisfied customers. Pick one that combines a compelling story with real examples of how your company met his or her satisfaction.
Video is very powerful. Film customers or your employees and pick people who are engaging and feel comfortable in front of the camera.
Putting it all together.
If your current About Us page makes you feel even the slightest bit of discomfort, listen to that discomfort. The message you’re sending to your business community is likely a miss.
With clarity of message your About Us page helps potential clients lean your way. Something in you is connecting with something in them. This makes for a business relationship formed over positive associations.
Letting potential clients know a little bit about you before they buy expedites the relationship-building process. And let’s be honest, it saves time and effort by allowing visitors to click away if you’re not a good fit.
A well-executed, professional About Us Page helps establish ideal client rapport by conveying who you are in an honest, creatively-crafted way that renders you the obvious choice.
Let your About Us page do the groundwork it is meant to do. Make sure it rings true to the image you want to share with the world. You and your business deserve it.
How does your About Us page measure up? If the answer is ‘not so much,’ give us a shout >>here<< and we’ll help you improve it.