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If most businesses today know that they need a strong online presence to entice potential customers, they often overlook the ‘About Me/Us’ page of a website to be really successful. A lot of effort and time is usually spent honing the home page or all the focus is put on the company’s services and products, while the 'About' page is neglected. Even though most websites include this page, it too often becomes an afterthought where companies throw in a vague and generic description thinking no one will bother reading it. However, the 'About Me/Us' section is the best opportunity to build a relationship with your customers by presenting yourself and convincing them that you’re the best person or business to fulfil their needs.
Why have an 'About' page?
A typical visitor is likely to land on your website through your home page, but if they really want to find out about who you are and buy into your products or services they’ll most likely hop over to your 'About' page after a few clicks. This is the moment to introduce yourself, establish credibility and build trust. Compared to your other pages that are stuffed with keywords in search of SEO, this page is more content heavy and is there to answer questions and provide useful information. It’s also an opportunity to communicate your team’s values and how they might align with your visitors’ goals to convert them into potential customers or leads. If they’re about to make a purchase, they’ll want to know who’s behind the screen and the 'About Us' page is a way to discard any fears and assure them that you’ll keep your promises.
Now is time to give this important page some more thoughts. Here are a few tactics to make it really effective:
Answer the essential Ws questions
If you don’t know where to start, go back to answering the five Ws: who, what, when, where and why. As the main purpose of the 'About' page is to answer questions, make sure that you cover essential information such as who you are, what you do, when you started doing it, where you’re located and why you’re the best person or offer the best products to satisfy your customers. They need to gain confidence in your business and understand that you have a great team to support it.
Show your unique personality
The 'About Me/Us' page is the chance for you to shine and express what makes your business special so your USP needs to be loud and clear. Don’t be afraid to have some fun and write in your own voice so visitors can get a feel of your personality. It’s also important to include a photo of you or your team to establish trust and a genuine first impression. Avoid too many buzzwords or business jargon as your potential customers might get lost with confusing descriptions so keep it as simple as possible. The more authentic and friendly this page reads, the more effectively you will connect with your visitors.
Know your customers
Even though this page is supposed to be about you, you still want the content to relate to your potential leads. Ask yourself how you can help them and tell them how you can solve their problems. State clearly what benefits and solutions you offer and what makes you the perfect person to fulfil their needs. You have to start a relationship with your potential customers by sharing the same values as they do before you can actually convert them.
Tell your story
I’ve already written about the power of storytelling, and the 'About' page is the perfect place to tell your story, attract attention and build trust. You can really go into details and cover how your business was founded, the core beliefs and ethos that shaped it, information about your team, and even the struggles and problems your encountered. Make sure you explain how this makes you a better company and relates to your customers’ needs – don’t just blather on about your whole life. To really enhance the story, write emotive copy and include videos or graphics that will make it more interactive and connect with your potential customers.
Add a CTA
Include at least one call-to-action to guide your visitors’ journey and tell them about the next steps to take. It can be simply communicated with a link or a contact form but it should be clear and fit naturally into the content of the page. Try to build the CTA into the copy instead of just adding a button, and tell your potential customers what they can expect from taking the action.
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