AUG | 2016
If you think that the only pages that matter are your home page and the various landing pages that you use to collect leads, think again. The ‘About Us’ page of your website is a page that shouldn’t be overlooked as you develop your website. Here are some tips to help you include the right elements in your website’s ‘About Us’ page.
Tone and Voice
Your ‘About Us’ page should speak to your audience with a tone that is welcoming. The voice of the content should reflect the personality of your business. However, try to avoid industry jargon as much as possible and write clearly and concisely so that you explain who you are in as few words as possible.
Start With an Opening Statement
An opening statement is a great way to demonstrate to your audience that you understand their needs and why they are visiting your website in the first place.
Focus on Your Audience
Although you may be tempted to tell the entire history of your business on your ‘About Us’ page, stick to the content that is most likely to resonate with your audience. Make sure that you explain how your business can benefit them and what challenges your business overcame that makes your solution better than the competition.
Include Visual Elements
Images and video are great to include on your ‘About Us’ page as long as you make sure that they are completely customized to your business. You should never post generic stock photos or video on your site. Instead, create images and videos that give visitors an inside look at your business and what you have to offer. By using your ‘About Us’ page to provide greater transparency for your business, you can improve your credibility and build trust with your audience.
Who Visits the ‘About Us’ Page?
However, it is also important to note that people who visit your ‘About Us’ page aren’t always coming from the same sources as the people who visit the homepage of your site. In fact, most visitors who review the ‘About Us’ page decide to do so because they have seen your company or name mentioned elsewhere on the web – a social media update or comment from a website. The ‘About Me’ or ‘About Us’ page is designed to inform visitors about your business and your expertise. It helps to establish credibility for your business by confirming to visitors that your business is real and that it is well-established. Since, these individuals are already somewhat familiar with you and your business, it is important that you use the ‘About Us’ page to work on further building these relationships so that you can turn these visitors into leads.