For the small business owner, the second most important page on your website after the landing page is the “About” page. The “About Us” page is a business’s chance to stake its claim as a viable player in the competition game. To accomplish that successfully, the page needs to have a few key elements to make the page pop and speak your message loud and clear. An enormous marketing opportunity is lost when those key elements are missing from the “About Us” page—which is a logical destination for many who have become intrigued by a your product or service offerings.
A Visitor Friendly About Page
Visitors who reads your “About Us” section are looking for reassurance that you are the real thing. They want the answers to questions like:
Who are these guys?- Can I trust them?
- Do they know their stuff?
- How can I contact them?
Your web site needs to answer these questions in a concise, credible way. A brief story of how the company was founded and its main offerings and objectives combined with testimonials and details of any awards or recognition, contact details and a map and directions to your physical location will answer these questions.
It is important to remember in creating your “About” page that it is not just for customers. It could also serves as a way for others to recruit you for speaking and media spots, if that is one of your goals, as well as providing information to potential investors. This is what makes adding information like where you have spoken, what media junkets you may have done, and press releases pertinent to the success of an about page.
Be Transparent
To breathe life into your “About Us” section, invite the reader in and encourage interaction. Give a little bit of your character away. Be a bit transparent by sharing 10 fun facts about you or sharing a bit of your story with them.
Write conversationally rather than formally and include a few stories. Case studies and staff bios are great for this. Take snap shots of you and your team at work, or interview them. Decent quality footage taken on a mobile phone will liven up the pages, and give an intimate feel, rather than a staged one.
Include links to Social Media sites like Twitter and Facebook Fan pages, and include links to other ways they can connect with you. Encourage your visitors to interact with you, and you will be that company gets the sale.
Your about page is about you so be sure to make it not just about your company but you as well. Don’t be afraid to be authentic in sharing with others about the great things you do, how you do them and why. These elements are not a conclusive list. There are surely other ways to make your about page compelling. Your about page will either attract or repel potential customers to your business, so do your best to offer them a clear message.
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