Right here’s a meals for thought: as a contemporary, pretty tech-savvy small enterprise proprietor, have you ever designed a tremendous ‘About’ web page that crisply conveys your model’s message, evokes belief, and facilitates additional motion by the consumer? In all probability not.
Though the ‘About’ web page is inherent to simply about any web site, it’s particularly essential for enterprise web sites aspiring to generate extra leads and prospects. It gained’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 prospects.
And but, many enterprise house owners 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 actually encouraging and made you wish to do enterprise with the model?
To inform you the reality, it is likely one of the most regularly visited pages in your web site. A 2015 research 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. For sure, 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: while you meet a brand new individual at a networking occasion, you (consciously or subconsciously) first verify 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 “comparable 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 power to take care of 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, for those who construct a convincing, private, and affable ‘About’ web page, your prospects are much more prone to really feel snug doing enterprise with you.
four Tips about Write an About Us Web page
Let’s face it: placing each aforementioned level into follow is just not going to be straightforward. In fact, translating your model’s distinctive story right into a well-crafted copy will take time. In addition to, there’s extra to it than meets the attention.
However, comply with these pointers and making a cogent ‘About Us’ web page would develop into lots easier.
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 strategy to your web site as a result of they’re dealing with an issue that wants fixing. If you happen to can show that you’ve been of their sneakers and have a viable resolution, they’ll extra readily imagine you.
So, don’t merely eulogize your model by writing ostentatious missions and visions and calling it a day. Quite, write easy, real ones and make it crystal clear that you just’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 sincere consumer 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 prospects to resonate with you, respect 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. Discuss concerning the issues or challenges which you confronted your self which led you to start out this specific enterprise. This may serve to supply context and that means for what you are promoting. Take a look at the beneath instance of TOMS Sneakers and the way they inform a heartwarming story of their humble beginnings.
Right here’s one other nice instance of methods to write an ‘About’ web page that displays authority whereas narrating a real story of what impressed the enterprise, Nazmiyal Vintage Rugs, to come back into existence.
Affirm you’re not a robotic
Spotlight your best staff with photos and quick bios. It provides authenticity to what you are promoting. So, as an illustration, if somebody needs to get in contact together with your design group, they know precisely whom to ask for after they name.
Beneath is an instance of methods to showcase your staff appropriately.
Make it unforgettable
Making your ‘About’ web page humdrum and insipid is the very last thing you wish to do. Critically. Take into account the ‘About’ web page as your likelihood to make a improbable first impression within the minds of your prospects, so that they don’t overlook you the second they shut the tab. See how the instance beneath retains issues informal and attention-grabbing whereas not getting carried away.
Bear in mind: individuals are much more prone to do enterprise with you in the event that they such as you. Creating an amazing first impression together with your ‘About’ web page will be the distinction between conversion and bounce. Whereas the above instance is kind of diverse from BuildFire’s one, it’s nonetheless skilled and in good style.
End with a CTA
Lastly and above all, don’t go away your guests hanging. If the design and replica of your ‘About’ web page are strong, ending it with a call-to-action (CTA) can seal the deal. Some examples of CTAs acceptable for an ‘About’ web page embrace:
“Browse our catalog”
“Schedule an appointment”
“Take a look at our
“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 know the way to create a stellar one, don’t deal with it’s a mere prerequisite that must be crammed 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 excellent ‘About’ web page is sort of the identical as constructing a lead producing machine.