Right here’s a meals for thought: as a contemporary, pretty tech-savvy small enterprise proprietor, have you ever designed an incredible ‘About’ web page that crisply conveys your model’s message, evokes belief, and facilitates additional motion by the consumer? Most likely not.
Though the ‘About’ web page is inherent to simply about any web site, it’s particularly vital for enterprise web sites aspiring to generate extra leads and clients. It received’t be an exaggeration to say that the ‘About’ web page can probably be your “advertising marvel” and may single-handedly convert full strangers into certified leads, and even clients.
And but, many enterprise homeowners don’t pay a lot heed to what content material is being revealed there. Give it some thought, when was the final time you stumbled upon an ‘About’ web page which was really encouraging and made you wish to do enterprise with the model?
To inform you the reality, it is without doubt one of the most incessantly visited pages in your web site. A 2015 examine by KoMarketing unveils that 52% of web site guests head straight to the corporate’s ‘About Us’ web page after they first land on the homepage. Evidently, it’s a particularly vital a part of your web site that deserves your utmost consideration.
It begs the query, why accomplish that many individuals care about your ‘About Us’ web page? Shouldn’t they try the ‘Pricing’ part first? Or maybe obtain the free ‘Sources’ on supply?
Right here’s a easy analogy: once you meet a brand new individual at a networking occasion, you (consciously or subconsciously) first examine for similarities with them. You ask about their skilled background, how they acquired began of their profession, and so forth to find out if they’ve a “related story” as you.
When you get a way of ‘tuning’ with the individual, you are feeling snug in beginning a significant skilled relationship with them and investing vitality to keep up it.
Likewise, when a possible buyer lands in your web site for the very first time, they head to the ‘About Us’ part to determine if they’ll belief you. They want to know your background, your story and assess whether or not you “get” their ache factors. In different phrases, they wish to perceive why you’re doing what you’re doing.
Accordingly, when you construct a convincing, private, and affable ‘About’ web page, your prospects are much more prone to really feel snug doing enterprise with you.
four Recommendations on Learn how to Write an About Us Web page
Let’s face it: placing each aforementioned level into apply will not be going to be simple. In fact, translating your model’s distinctive story right into a well-crafted copy will take time. Moreover, there’s extra to it than meets the attention.
Nonetheless, comply with these pointers and making a cogent ‘About Us’ web page would change into quite a bit less complicated.
Make it about them
Sure, it’s an ‘About Us’ web page, and no, it’s not actually all about you. Your web site guests discovered their option to your web site as a result of they’re going through an issue that wants fixing. In the event you can show that you’ve got been of their sneakers and have a viable answer, they’ll extra readily imagine you.
So, don’t merely eulogize your model by writing ostentatious missions and visions and calling it a day. Moderately, write easy, real ones and make it crystal clear that you simply’re right here to resolve their issues. Beneath is an instance which does exactly that.
Additionally, it’s a good suggestion to show a number of trustworthy shopper testimonials to attest your high quality and buyer satisfaction.
Narrate your story
Storytelling is a particularly highly effective means to enthrall your web site guests. A narrative is what turns a boring gross sales pitch right into a reliable and private ‘About’ web page. It permits potential clients to resonate with you, admire your motives and what made you tackle the mission to resolve their issues. A narrative humanizes your model and makes you stand out from the competitors.
In a nutshell, spell out why and the way your services or products got here into existence. Speak in regards to the issues or challenges which you confronted your self which led you to begin this explicit enterprise. This can serve to offer context and that means for your small business. Try the beneath instance of TOMS Footwear and the way they inform a heartwarming story of their humble beginnings.
Right here’s one other nice instance of easy methods to write an ‘About’ web page that reveals authority whereas narrating a real story of what impressed the enterprise, Nazmiyal Vintage Rugs, to return into existence.
Affirm you’re not a robotic
Spotlight your most interesting staff with footage and quick bios. It provides authenticity to your small business. So, for example, if somebody needs to get in contact together with your design crew, they know precisely whom to ask for after they name.
Beneath is an instance of easy methods to showcase your staff accurately.
Make it unforgettable
Making your ‘About’ web page humdrum and insipid is the very last thing you wish to do. Critically. Think about the ‘About’ web page as your probability to make a improbable first impression within the minds of your prospects, in order that they don’t neglect you the second they shut the tab. See how the instance beneath retains issues informal and fascinating whereas not getting carried away.
Keep in mind: individuals are much more prone to do enterprise with you in the event that they such as you. Creating a terrific first impression together with your ‘About’ web page might be the distinction between conversion and bounce. Whereas the above instance is sort of diversified from BuildFire’s one, it’s nonetheless skilled and in good style.
End with a CTA
Lastly and above all, don’t depart your guests hanging. If the design and duplicate of your ‘About’ web page are stable, ending it with a call-to-action (CTA) can seal the deal. Some examples of CTAs acceptable for an ‘About’ web page embody:
“Browse our catalog”
“Schedule an appointment”
“Begin your free trial”
Even a easy “Store Now” button can work nicely if crafted nicely.
Your ‘About’ web page ought to by no means be an afterthought. Now that you understand how to create a stellar one, don’t deal with it’s a mere prerequisite that must be stuffed out with an uninteresting historical past lesson in an effort to get your web site operating. For small-to-medium sized companies which lack model worth, creating an impressive ‘About’ web page is sort of the identical as constructing a lead producing machine.