Category Website Content

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.

A great deal of work goes into building your business website and planning its content. The last thing you want is for all this work to go to waste. If you’re not saying the right things to the right people in the right way, your site won’t perform well.

Here are the 7 essential elements of a successful website.

1.  A Home Page to Welcome New Visitors

Your home page is the first thing most people will see when they land on your site. It should clearly state who you are and what you do. It should also offer easy, intuitive navigation to the other information the visitor is looking for.

2.  Quality Content that Delivers

Your site should be filled with quality content, providing the information your target audience is looking for. Each page should offer content that offers helpful information to build relationships, solve problems, earn trust, and explain your offerings. The goal is to establish your site as the go-to place for information.

3.  Tell Your Story

Somewhere on your site, you should tell your brand story. Tell visitors why you do what you do. Explain to them your core values. Show them how your business attempts to make the world a better place.

They will recognize their own values in your story, and this will help to forge a strong relationship.

4.  Social Proof

Well-placed social proof shows that you’re trustworthy and you get results for those who use your products or services. It works because it shows a third party talking about the value you offer, rather than you singing your own praises.

One great method is to include testimonials from past customers or clients. If you can get an influencer to leave you a testimonial, this will work even better. Another way to demonstrate your value is to include information about webinars or speeches you’ve given. This will show that you’re an expert in your field.

5.  Something to Look At

Your site should include plenty of engaging visuals. Humanize your business with a picture of its founder or employees. Take the visitor behind the scenes in your facilities. Present detailed and beautiful images of your products. Videos work great as well. A welcome video on your home page is a wonderful way to engage visitors and start building a relationship with them.

6.  Clear Calls-to-Action

At each point where you want the visitor to take some type of action, give them a clear call to do so. Tell them exactly what they need to do in order to receive the benefits you offer.

Actions might include buying products, signing up for your list, following you on social media, checking out content elsewhere, or commenting. If you don’t lead your site visitor to action, you’re wasting a valuable opportunity.

7.  The Essentials

Finally, make sure your website has up-to-date contact information with a real address, a privacy policy, Terms of Service, and whatever certificates you have. This will show that you’re a legit company offering value.