12th October 2017 Claire Hawes

Ignored your About Us Page? You’ve done so at your own peril

Your ‘About Us’ page is one of the most important conversion pages you have on your website. So make it the best it can be.

Did you know your About Us page is probably one of the… if not the most visited pages on your website?

Think about it for a moment. When you visit a site for the first time and are considering making a purchase, you probably have some questions you want answering:

  • Who is this company and what is its story?
  • Is it a family run business or part of a large organisation?
  • Is it legit?

More importantly, you want to know if this is a company run by people you want to do business with.

Surprisingly though, given its importance, the About Us page is one of the least thought out pages.

Even more surprising, it’s often one of the least appealing. It is not uncommon for About Us pages to read like formal company reports. These type of About Us pages:

  • Talk to the masses, especially investors, not to the reader on the end of a device
  • Lead with corporate puff such as a bland mission statement
  • Bury who the company is and what it does behind clichéd statements such as:
    • “We work in partnership with our clients.”
    • “We tailor our services to your individual needs.”
    • “We have an in-depth knowledge of the issues… ”

Astonishing isn’t it?

Let’s take a look at your own About Us page.

Just imagine how making a few simple changes to your copy can help you in your quest for enquiries and sales.

So what’s the magic formula?

It’s simple and straightforward. Here are eight things you need to consider:

1. Remember, your About Us page is not about you

Confused? Don’t be. Your About Us page should talk about what you can do for your customers.

Locate every sentence in your About Us page that start with the words ‘I’ or ‘We’. Add the words ‘so that’ and complete each sentence.

For a gold star, see if you can reword the sentence and lose the words ‘I’ or ‘We’ altogether. See if you can transfer the focus onto ‘You’, the ‘customer’.

2. Talk about your audience’s challenges

Remember those bland statements? “We tailor our services to meet our clients’ individual needs.” And so on. List those individual needs.

Then tell your prospective clients how you’ll address them and allay their concerns.

3. Tell your audience your story

Remember my post about understanding your business soul?

Your About Us page is the perfect place for you to talk about the story behind your business.

Show readers what makes you distinctive.

As a result, your readers will be able to connect with you at a deeper level.

4. Be friendly and conversational

I once read that the About Us page brings all your social profiles and networking pitches into one place.

When you walk into a networking event, I trust that you have a smile on your face and are friendly and approachable.

Try to replicate your friendly and approachable persona on your About Us page.

Think of your elevator pitch. Make it easy for people who don’t know you to understand what you do quickly.

Most importantly, avoid jargon at all costs.

5. Write in the first person

People buy from people. Remember, website interactions are personal. So be human.

Still not convinced?

Know your company doesn’t sound more professional if you describe it in the 3rd person. What writing in the 3rd person does do is make you appear distant.

Why? Because writing in the 3rd person removes any emotional connection you have with the reader.

6. Are you a small business? Show your audience your face

As has been said before, people do business with people. Buyers appreciate putting faces to names.

Not only that, putting a face to your name makes you more memorable.

Better still, include a picture of yourself in your working environment.

Real photos are so much more powerful, distinctive and authentic than stock photography.

7. Provide proof you can do what you say you can do

In my BrightonSEO takeaways post, I revealed that 92% of consumers read online reviews before deciding which company to buy from.

So make sure you add a testimonial to your About Us page.

Furthermore, add links to case studies and talk about any awards you have won.

8. Don’t forget to include a call to action

Ultimately, every page on your website should lead to a call to action.

When you attend a networking meeting and want to keep in touch with someone you’ve met, you exchange business cards.

So once you’ve introduced yourself and your business on your About Us page, invite readers to connect with you on social media or join your mailing list.

Then think about your own sales process. What is the next step you want your readers to take?

  • Do you want them to learn more about your services?
  • Book a consultation?
  • Start a free trial?

Or simply pick up the phone.

Make sure your About Us page has it covered.

The bottom line is your About Us page is one of the most important conversion pages you have on your website.

So if you want to build relationships and drive enquiries and sales, revisit your About Us page and make it the best it can be.

What’s stopping you?

And finally

If you would like help writing engaging and persuasive content, then do get in touch. You’ll be surprised at how straightforward writing can grab your audience’s attention.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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