In case you missed it, the “About Us” page of your website is not for you or your organization but for your audience and targeted consumers of your product or service. In this sense, it is important for you to make sure that your “About Us” is able to create a splendid first impression, tell customers what your business does, who it intends to help and what makes your business better than competition.
In this modern age of information, customers feel the urge and obligation to know who they’re doing business with. It’s a fact that’s proven by Salesforce in their 4th State of the Connected Customer Report – that 62% of customers chose to stop buying from companies whose morals don’t match with their own. In order to attract customers who believe in values as an essential element of trust, you should make your values shine in your “About Us” page.
The “About Us” page is one of the most visited pages of a business website, especially by first-time visitors. While it intends to let people know about you as a business, it’s not really for you but for your audience. Make it real and brief yet full of substance to earn a positive first impression from potential customers. Construct a winning “About Us” for your website with the help of competent professionals like the SEO company in Colorado.
Again, your “About Us” page isn’t really about you, you must remember that. It is about your audience and how your brand can help them solve or alleviate their pain points, and accomplish a goal with great results.
You may not know it, but the most common mistake marketers make in their “About Us” page is making a long, boring list of accolades. Telling people how great you are is not the way to win the interest of an audience. What they really want to see in an About page is:
- How your brand’s values align with theirs
- How you intend to cater to their needs
- The results you brand has delivered to past customers
A winning “About Us” page emphasizes your confidence in your capability to serve your target market. It is able to let people see how your brand can help them accomplish their objectives. Make your “About Us” page serve its real purpose. Have it written by experienced content specialists like the trusted provider of SEO services Denver business managers prefer.
Here are the Dos and Don’ts of Creating a Great “About Us” Page
When you construct your “About Us” page, always remember that it is a space intended to let your audience know how your website can help them as a brand, and not a place for you to ramble about your past achievements.
Here are the Things that You Should and Shouldn’t Do to Create a Winning “About Us” Page
The Dos
1. Do a Thorough Research on Your Target Audience
Knowing who your audience is will allow you to determine the content that can help to enrich their lives.
Through market research, you’ll get a good idea of the best keywords to use for your brand, and determine a unique selling point and brand voice. Likewise, good audience research will allow you to identify what your audience wants. It can help you avoid guessing what they’d like to get from your website.
Good audience research allows you to write an “About Us” page that touches your audience’s “soft spot” and wins their interest.
To be able to create an effective “About Us” page, do research to know these important elements:
- Your audience’s current pain points
- The solutions they have tried
- What makes them unhappy or dissatisfied about those solutions
- What your audience is looking for in a brand or solution
- Your audience’s primary goals
You may gather information about these things by asking your target audience direct questions or by plugging those questions into a Google form and sending them to your target audience anonymously.
2. Speak to Your Audience as a Second Person
In most cases, users visit your “About Us” page to learn what’s in it for them on your website. In short, they want to know what your brand can offer to help them.
If you focus on what you have achieved in your “About Us” page, your audience can lose interest because what they really want is to get to know how you can cater to their needs.
Be sure to capture your audience’s interest by addressing them like you’re having a conversation with a second person. This means you should use “you” more often and “we” less.
Grammatically, there’s nothing wrong when you say “We help small businesses increase their efficiency and productivity” on your “About Us” page, but it is not as engaging as “You can rely on us to improve your company’s efficiency and productivity” because it’s not just a declaration but a promise and commitment given directly to the reader.
3. Share Your Company Values
A company’s culture plays an indispensable role in an organization’s success. You must nurture and show it not only between departments but in how your entire organization commits itself to ethical business practices.
When you create your “About Us” page, be sure that it is able to show your beliefs, principles, advocacies, and how it can help customers alleviate their problems.
A good “About Us” page is a space that’s able to let visitors know your company’s:
- Mission Statement
- Customer Support Policy
- Environmental Statement
- Partner Organizations
- Volunteer Experience/Advocacy for Volunteerism, and
- Other Values, Principles and Beliefs that Let People Know What Your Brand Stands for
Mentioning these in your “About Us” page will allow you to meet individuals with the same values and principles in life – and win their support.
4. Hire a Copywriter
Being the owner of the website, it is very easy to mention your brand’s achievements and how great or useful it is. But who is supposed to believe you when you’re praising your own thing?
So in order to come up with an honest, unbiased and objective About content, you should entrust the job to a professional. A good copywriter is one who does a thorough research of your brand and crafts an “About Us” page content that really makes sense to your target audience. Many of them are connected with reputable SEO professionals like the SEO company in Colorado.
As much as possible, you should allocate part of your resources to hire a copywriter to gather the best information about your brand to create an impressive “About Us” page your audience will love.
The Don’ts
1. Avoid Rambling Too Much About Your Story
People may show interest in the history of your brand, but only to a certain extent. After all, it is not the most important part your audience would want to know. While they want to find out how your brand came to be, what really interests them is how your brand can help them, moving forward.
Everyone loves a good story, but not when they’re trying to find information that could help fix their problems. It’s about results your brand can deliver, how you work with clients, and your beliefs and advocacies as a company, etc. These are the types of information people want to see in an “About Us” page – and it works all the time.
If you still want to include your backstory in your website, you may reserve a small section for it in your “About Us” page.
2. Don’t Focus on Product Features
Product features don’t belong in the “About Us” page of your website. The reason your site has a product or services page is it’s the place reserved and intended for products and product features. Just make sure to lead your visitors to the right page with a structured site map.
3. Don’t Put Too Much Content
It’s common knowledge. Most website visitors scan a web page to find the information they want. They really don’t read everything written in there.
While it ‘s quite tempting to write about your brand’s history, accolades, etc., it may just be a waste of your time and effort. Instead, use your “About Us” page to tell your visitors the benefits your brand can offer and how it can help to simplify their lives.
4. Don’t Ignore the Importance of User Experience
User experience (UX) is an important element not only in your site’s product & service pages but in your “About Us” page as well.
Like the other pages, make sure that your “About Us” page looks good not only on desktop but also on mobile. Structure it well to include a clear headline and well-organized content that includes images and calls-to-action.
Lastly, audit your site to discover internal linking opportunities. It allows you to see other pages in your website that can lead visitors to your “About Us” page. It can help people know you more if they happen to visit your site via a search query.
The “About Us” of your website is your chance to create a lasting first impression on your site’s visitors. Give it the best you can to win the trust of your audience. Craft your “About Us” page with the expert assistance of Muzeum Marketing. We’re an experienced provider of SEO services Denver website owners trust.
