Write A Perfect “About Us” Page
Attract More Customers In 2022
I was scrolling through Instagram the other day when I came across advertising for a pair of cool-looking walking shoes.
I clicked on the ad to check out their website because I maintain a niche blog about functional footwear and am always seeking new shoes to evaluate.
But after approximately 30 seconds of browsing, I shook my head and left, never to return.
Because there was no About Us page on the website. And, as a rule, I never purchase anything from a website that does not provide any information on the company.
And I’m not alone; according to a Komarketing poll, more than half of website visitors check for an About Us page when they visit a site.
If you don’t have one, or if you do, it simply has one or two phrases of information, you’re missing out on a significant potential to convert leads to customers.
To that end, here’s how to write a small business’s about page.
What Is the Importance of About Pages?
Many small businesses believe their product or landing pages, where they may complete the sale, are the most crucial elements of their website. While your About Us page isn’t directly selling, it is still an essential piece of copywriting that may make or break a visitor’s decision to become a paying client, whether it’s a blog, e-commerce site, or service offering, for four reasons:
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1. It establishes credibility and trustworthiness.
Consider this: small businesses do not have the same brand recognition as more significant, more established companies.
Your About Us page is where you may tell people who you are, why you got into the industry, and what qualifications you have.
This information reassures visitors that you’re a reputable company, not a fly-by-night con artist, there are plenty on the internet.
2. It increases participation
When someone comes to your website, you want them to stay for as long as possible, ideally long enough to make a purchase.
Giving customers fascinating and unique material is one of the most acceptable methods to keep them interested.
That’s where your About page comes in handy. You can write in a more personable, engaging tone on your product pages or website text.
3. It may assist you in achieving a higher search engine ranking.
If your website isn’t ranking as well as you’d want on Google, one thing you can do is make sure you have a fantastic About Us page.
Over time, backlinks to your about pages can assist you to increase your overall domain authority and SERP ranks.
4. It gives your brand a human face.
Your About page is one of the few locations on your website where you can share your narrative and emotionally connect with potential clients.
You can discuss why you founded your company, what your objective is, and how you’re positively impacting the world.
Customer testimonials, honors, and media recognition can all be displayed here.
What should you put on your about page?
As you can see, an About Us section is more than just a throwaway page that you include as a matter of course. What exactly do you say on your About Us page?
Every business is unique, there is no one-size-fits-all solution to this topic. Here are some questions to consider when you develop content for your page:
What is your one-of-a-kind value proposition?
A distinctive value proposition is usually a single statement that gives the buyer a short overview of your company and the people it serves.
It’s a terrific approach to a strong start by describing what makes your company special.
Do you have a unique product? Is this a game-changing new service? A group of highly qualified experts?
Make sure to showcase whatever makes your company unique in this section.
What is the backstory of your company?
People enjoy a good story, and your page is the ideal spot to tell your company’s story.
How did you come up with your business concept? What were some of the most challenging obstacles you had to overcome to get it off the ground? What motivates you to do what you do?
Your story is a terrific method to emotionally connect with your customers and show them that you’re more than simply a faceless corporation.
What do you consider to be your core values?
Every company has values, whether they’re stated publicly or not. What are the values that you as a firm uphold? Do you put a high priority on customer service? Are you concerned about the environment? Do you volunteer in your community?
Your essential values distinguish you from competitors and help you stand out in a competitive market. Show them to your visitors and explain how they help run your business.
What are the accomplishments of your company?
This is the spot to brag if you’ve won any awards or are featured in well-known publications. To give some more credibility, include any relevant logos or statements from the outlets you’ve been published.
What is the mission statement for your company?
A mission statement, a sentence or brief paragraph that outlines your company’s goal, should be included in every firm. What are your long-term goals, and how do you intend to attain them? It should be concise, motivating, and simple to comprehend.
A mission statement is typically to unite employees in a company’s purpose and direction.
Still, it’s also great for About Us pages because when customers understand what a company stands for and its goals, they can relate to and get on board with those values.
They feel more secure that they aren’t just another dollar figure to a company’s bottom line.
Who are the members of your team?
Include a photograph of yourself and a brief bio if you’re a one-person show. Putting a face to a brand helps clients trust you and feel more comfortable doing business with you. You can also mention your team on your About Us page if you have one.
How to Make a Fantastic “About Us” Page
It’s time to start writing now that you know what to add to your page! However, there are a few things to keep in mind before you begin:
Keep things brief, but not too short.
People usually only read an About Us page for a few seconds before going to something else, so make sure yours is concise and to the point.
However, don’t make it too brief — you’ll want to include enough information to create an impact. About Us, pages should be between 500 and 1000 words long.
Use a conversational tone in your writing.
An About Us page is an excellent place to establish a personal connection with your customers. Use a warm, conversational tone and everyday language that your visitors will understand while writing.
Make it Interesting
Make sure the About Us page is exciting because it will likely be one of the first things people see when they visit your website. Keep the text vibrant and new by using great images and engaging headlines.
A call to action should be included.
A call to action is a phrase or a sentence that urges visitors to take the next step and discover more about your business.
“Learn More,” “Download Our Free E-Book,” and “Sign Up for Our Newsletter” are all standard calls to action.
Make sure your call to action is distinct from the rest of the text on the page by being clear and concise. Encourage visitors to take action by using compelling imagery and precise wording.
Following these guidelines will assist you in creating an informative and entertaining About Us page.
Maintain a cheerful, conversational tone, incorporate compelling images, and make your call to action stand out.
Include all of the necessary information in short, concise paragraphs.
When you’re done, the About Us page will be one of the most valuable assets on your website!
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