When someone clicks through to your “about us” page they’re looking to connect to you in a completely different way than if they click on any other page of your website. They are genuinely seeking to know how your company can solve their issues or fulfill a promise made. They want to see what makes your company (and you) tick.
Your about page is a balancing act that requires you to focus on your target audience even while you are talking about yourself and your business. It depends upon your ability to speak with humility while understanding the words that your audience wants to read. In addition, crafting a compelling about page necessitates the use of just the right words that trigger your audience’s emotions; making them smile, cry and laugh.
Tell Your Story
The content on your about us page is very important. Sadly, it’s often created once and never looked at again. Most about pages include a title, content about the business, images, social media links, and a way to contact you. But, the about us page is a huge opportunity to tell your story. Use this space to tell your entire story in such a way that it puts the audience first.
For instance: You don’t “Create Widgets or Perform XYZ Service” instead you are passionate about saving your customer time or thrilled when you bring people together and create solutions to problems. If you focus the story about the solutions you provide and the problems you solve for your audience you’ll be able to tell your story in a way that resonates most with them.
Show Your Story
The great thing about the web is that you don’t simply have to tell your story, you can show them with examples and stories of other clients and customers within your about page that helps tell different parts of your story. Using testimonials can make your about page become more interesting and compelling. Weave the stories throughout the page, or make a special section for customer stories.
Additionally, a very important copywriting technique to learn is the idea of showing not telling. You want the reader to experience your story through their senses in such a way that they actually can feel what you feel and even smell what you smell. Include enough detail in your writing to evoke those feelings by using words that the audience will resonate with. To truly show your story you have to have an intimate understanding of your audience and use that understanding through the content you include on your about page.
Use Strong Images
Graphics, photography and even video can add to or take away from your about page. You don’t want images to distract your reader, but you do want the images to relate to and further explain what you are sharing. Share images of yourself, your staff, and even your location if it’s relevant. Also share images of the product or the results of the service. The more you use the right images to impart information on your about page, the clearer your message will become.
Use your about page to further differentiate yourself from your competition. Study your competitions’ about pages. What do they include, exclude, and what type of words do they use? How do you feel when you read it? How does the information provided match up with the product and / or services they offer? How can you be different and show your differences through your about page?
Connect With Your Audience
Many business owners make a big mistake with their websites. They make it difficult for visitors to connect with them. Include your social media network links on your about us page, as well as your contact information. Put that information on the page in such a way that visitors will not miss it.
Aside from connecting that way, ensure that the words that you use connect you with your audience. While you will include some sales page elements into your about page in the form of the story you tell, it is not a sales page. The people who visit want to know who you are, and why you do what you do for customers more than they want to know exactly what you do.
Never miss an opportunity to collect leads. The end of your about us page is an excellent area to put a newsletter sign up form. Make it an unimposing offer to learn more and stay up-to-date about your company. If people liked what they read, they’re likely going to want more information, so you want to catch these leads while they are feeling connected to you. Follow up immediately.
Point to Resources & Further Reading
Your about page is also a great place to point your readers to other information on your site. Do not point them away from your website by linking to affiliates products, or even your own products and services. Instead, link them to more information that is about your business such as press releases, informative blog posts, spotlights on other websites or “as seen in” other publications. If it’s positive news about the company or you or members of your team, it should be on your about us page.
Update it Often
The biggest missing element in any about page is the fact that was mentioned at the start of this article. Most people create their about page and never look at it again. It’s important that as your business grows, and you learn more about your audience and you help more people, that you update your about page. You don’t need to update it often, but a yearly refresher should be highly considered.
Your about page can help your audience relate to you in such a way that they feel trusting enough to connect, and maybe even spend money with you. Creating a good one is an art that cannot be overlooked. You can learn the art with practice, patience and persistence. If you find that you’re having issues creating an effective about us page, consider working with a professional to ensure that you leave no stone unturned.