The About Us page is perhaps the most overlooked and neglected page on a website. The content is dull and the design is basic, it only contains enough information to guarantee a visitor that the company or business is authorized and legitimate. Most About Us section is not the best-looking page on a website because businesses invest better effort and more attention to the rest of the site design. Remember though, it turns out that this page is one of the most essential web pages on a site.
According to numerous studies on website interaction, this page is among the top pages that get visited by potential clients. It plays an important part in whether a visitor continues to browse the rest of the site or just hit the exit button. After all, the About Us section establishes trust, history, and legitimacy for the company and is a key factor for converting sales and driving business.
So what makes an effective About Us page? Here are some key points to step up your game by increasing its value and more significantly, gaining more clients.
Keeping it concise and real
Using business buzzwords and corporate jargon are such turn-offs for the readers. Visitors need to know the people behind the company, as well as the necessary information about your business.
The greatest way to gaining their trust and making a great connection with your visitors is to put a human face on the company or its brand. Write something that truly conveys what your business does, in a natural and authentic voice.
Another great strategy of connecting with your visitors would be to tell the story about how the idea came about to start-up your business, services/products, as well as the people that mentored and inspired you along the way. Creatively convey your thoughts by using words that are emotive and descriptive to paint a mental picture of your journey into creating your business. Integrating real photos that relate to your own narrative adds more interest to the page and helps validate the legitimacy of your brand.
Celebrating the core values
The primary purpose behind the About Us section is to provide essential information regarding your brand; such as its very own mission and goals, how long it’s been in existence, as well as the target market your company serves. One method of portraying these details in a client-focused approach is to include your company’s core values in a very pleasing manner.
Web design methods that effectively and creatively present your core values is by attaching a video that features the owner/s of the business, along with the employees, its management team, and even actual customers. Another technique is by incorporating written reviews made by real clients (complete with each person’s name and location, or a slideshow of images that portrays your brand.
Your core values should distinctly show how the work culture and value system of your company benefits the consumers.
Promoting your milestones and achievements
The About Us page is the perfect place to exhibit your community involvement, accomplishments, and milestones in a manner that imparts consumer-focused achievements (or in a non-bragging manner). Promoting your company’s achievements can be done by utilizing various web design techniques such as with photos, slideshows, or even in a short video presentation.
Recognition and achievements add credibility and authenticity to your business. It also shows your commitment to the community and makes your business more attractive to potential clients.
Keeping it up-to-date
It’s important to consistently update this section in order to keep it up-to-date. Whenever something new happens at your company, be sure to place it in a timely fashion. Keeping the About Us page current shows your web visitors that your business is always active, and consistently working to improve for its clients. Let it be known that your business is focused on growth.
Fascinating content and design
If your page lacks personality, the ultimate solution for that is by creating exciting content and having a creative web design. With an effective balance of web layout that doesn’t deflect from the content of that page, you create an experience that your visitors will remember. An effective About Us requires content and design to work together, in order to seamlessly present the integral vision of your company in an attractive way.