The ‘About Us’ page is one of the top most visited pages on business websites. When visitors to your website are considering connecting with you or your organisation and availing themselves of the products or services you offer, they will often turn to your ‘About Us’ page to find out more. They want to get to know you, and if you are able to inspire confidence, they will engage and, likely, convert.
The ‘About us’ page is your opportunity to tell your story – to build trust and invite engagement.
Your prospective client is looking to see if they would like to do business with you, to see if they can trust you. Your story, your organisation’s values, your mission, your clientele – tell the story well, and you will win the trust of your visitor, and convert them into a engaged, and loyal, client.
Three things you should include in your ‘About Us’ page
Here are three things the ‘About Us’ page on your website should include:
Your story. Take this opportunity to forge a personal connection with your potential client by telling the story of what makes you or your organisation unique. Tell a compelling story, tell it visually, tell it with emotional connection points. Focus on your ‘Why’ – why you started your organisation, the big picture of what motivates your work. Speak of the problem or need you are addressing and the solution(s) you are offering. Describe your expertise, experience, and share testimonials – media coverage, awards, degrees or client testimonials – that will provide credibility.
Share information. Include information about your organisation’s mission and values. Speak of what you do, and how you do it. Briefly mention how your organisation has helped other clients solve specific problems; describe solutions to client problems that you have effectively delivered. This will help potential clients see how you could help them solve a problem they are facing or how you are well placed to deliver a solution that meets their current need.
Call to action. What do you want the person who is reading your ‘About us’ page to do? What specific action do you want them to take? Your call to action should be an offer to give something of value to your potential client (such as a white paper or an e-booklet or access to a special report) in exchange for a specific action, such as, giving you their email address with permission for you to send occasional informational or special offer emails to them. This first step of engagement on your potential clients’ part can then be carefully nurtured into a long term relationship through email.
A concluding note: use visuals to communicate effectively. Visuals have great power to connect deeply, and will help reduce the number of words you use. Pictures of your team, of your office, of client interactions can all speak a thousands words. Use videos if you can – everybody loves them!