Your About Us page is an essential part of your website because it communicates who you are to your potential customers. Visitors to your About Us page are potential paying customers who want a big picture of what you do. They’re seeing if you’re right for them and checking out your background.
Many businesses make the mistake of treating the About Us page as an afterthought, but it’s essential to your website’s success. Here’s how to do it right.
Focus on the Reader
The important thing to realize is that your About Us page isn’t actually about you. The real focus is on the reader.
This page explains to the reader how you uniquely solve their problems. In addition to the essential facts, it also explains your vision for a better world. A good headline for your About Us page is something like, “I help businesses _____.” It says what you do but puts the focus on them.
Appeal to the Reader, But Cut the Hype
Your About Us page is a place for factual information, not hype or promotion. While you want to explain the unique value you offer, you don’t want to appear to be boasting. A visitor doesn’t come here ready to buy. They’re gathering information about your company and deciding if they want to investigate further on your site.
Include an Image
This is a great place to put a high-quality image. The addition of an image to any page on your site helps to make it more interesting. It can also help with your branding. Since it’s a page all about you, the best choice is to use a picture of your smiling face, your employees’ smiling faces, or something about your company that puts a human face on it. It could also be something related to your business that conveys your brand image.
Emphasize Your Uniqueness
Your visitor arrives at this page wondering what sets you apart from other similar businesses. This is a good place to emphasize your uniqueness. Explain how you’re different from the competition. A great way to do this is to tell your brand story. All the content here should help show potential customers why they should buy from you and not somebody else.
Use Your Customer Profile
Create a detailed profile of your ideal customer. Write your About Us page content directly for this individual. You would write differently for a young mother looking for healthy products versus a start-up entrepreneur looking for business solutions. Know exactly who you’re writing for so that you can address their questions and concerns.
Make it Top-Notch
While sticking to facts and addressing the visitor’s concerns, spend some time on the writing to make it interesting. Inject some pizzazz into the text. Get creative but also make sure it’s clear immediately what you do. Edit carefully as a typo or misspelling on your About Us page can damage your credibility.