How to Create a Strong About Us Page
Your business is awesome and there are so many reasons for people to get in touch, such as great products or services, the years of experience you have in your sector and the exceptional customer service you deliver. But what about the people and principles behind the business, are you promoting them too?
Your website’s About Us page (or in our case, it’s our Who We Are page) is the perfect place to share this type of information. When done well, it can mean the difference between an idle visit and a contact form enquiry, so here’s some advice on how to get it spot on.
What to include on an About Us page
When it comes to customers choosing a supplier, a website visitor wants reassurance that they’re making the right decision. As such, if they can quickly find out what makes your business tick, they’ll become more emotionally invested in your brand and understand why you’re a good fit.
By capitalising on a reader’s curiosity, you’ll ensure they know what’s unique about your business and why you’re best placed to solve their problems. This way, you start building trust from a very early stage and the visitor will be far more likely to choose you over your competitors.
How to nail your About Us page
First off, consider what it is that you want to say about your brand and company culture.
Is it your decades of experience, a super strong set of core values, or maybe a unique approach towards working in your industry? Emphasise these strengths in an accessible and genuine way, as it really does help to engage interest.
You also need to draw attention towards your USPs by explaining why they’re so important to you as a brand.
As an example, you could talk about how sustainably sourced materials are central to your eco-friendly ethos, or perhaps how you’ve integrated hybrid working as a means of increasing employee wellbeing. As a result, readers are not only learning what sets you apart, but also exploring the social structure that makes you a reliable and ethical business.
At the same time, make sure you remain truthful and on brand. People are visiting this page to get an honest view of your business, so keep it real, show a little personality, share some team photos and bios, and remind the visitor why you’re the expert. Also remember that your About Us page is, in reality, about the customer. At the end of the day, it’s about convincing the reader that you’re the perfect match for them.
People Buy People
When it comes to the photography on your About Us page, it’s important to keep things real – stock photos just won’t cut the mustard.
Having real, genuine photos of you, your team and your premises can make a huge difference when it comes to building trust.
We know that this can be a sticking point as a lot of people shy away from using real photos, however this isn’t the time to be camera shy!
Using video on your About Us page is a great option to consider. There’s lots you can showcase about your business to help potential customers or clients understand what you can do for them. It’s something we’ve used ourselves that works really well as you can see in the example below.
While dedicated review pages or testimonial pages are always great to add to your website, it’s worth adding key reviews, testimonials or award recognition to your About page too.
Do you have any industry accreditations? Specialist qualifications? Can you show the clients you’ve worked with and helped? Think about the things that would help convince you to do business with another company and include as much key information as possible.
What an About Us page doesn’t need
Don’t make your About Us page a massive sales pitch. Visitors have clicked through to your site and are choosing to read about your business on a more personal level, so there’s obviously already some intent to buy. Don’t get too bogged down in the details either – make your stories short and sweet so that they can be digested quickly and effectively.
To make this easier, read through your draft and decide whether it would grab your attention if you were the customer – if it comes across too egotistical, tone it down until you strike the right balance.
A little about us…
We’re your friendly Hull web design company offering affordable website packages starting from just a few hundred pounds. We can also provide costs to include copywriting, blog writing, photography, videography, email campaigns and social media management too. To find out more, get in touch on 01482 880929 or fill in our contact form.
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