About pages are one of the most overlooked elements of business websites, but they are also one of the most frequently visited pages.
For example, the About Us page is the 5th most visited page on the Webics website with an average of 95 unique page views per month.
If your customers want to know more about you and what you do, they will visit your About page, so it makes sense to invest time in making it as compelling as it can be.
Here’s why your About Us page should be a priority and not an afterthought.
What is an About Us page?
Your About page is your chance to explain to your customers what you do and why you do it. But it is also a powerful marketing tool and deserves more than a quick copy and paste of your company’s mission statement and a few unremarkable team photos. You can make it as detailed as you like, but you should always address the following questions:
- Who are you?
- What do you do?
- Why do you do what you do?
- How do you do what you do?
Use your About page to tell your customers what matters to you and how you can help solve their problems. Here are a couple of examples:
Why have an About Us page?
Now, more than ever, your customers want to know whether they can trust you before they interact with you or buy from you. Of course, they also want to know how much you charge, how to contact you, and information about your products and services, but they are also interested in your why. Remember, the purpose of a website is to convert visitors into customers, and your About page is one of the best places to make this happen.
A good About page will build trust and encourage your customers to take action, whether that’s purchasing a product, signing up to your email list or requesting a quote. Think of your About page as a sales page, a place where you can highlight the biggest selling points of your brand and leave a lasting impression on visitors to your site.
In other words, your About page should tell your customers WHY they should buy from you, WHY you are the best person to solve their problem.
Key elements of a compelling About page
Before you start writing, you need to consider your audience. What do your customers want to know about your business, and how do you want them to feel after reading your page? Yes, you do need to tell your story, but your customers should always be your focus. Instead of jumping in with a lengthy mission statement, first, make it clear to your customers that you are here to help solve their problems.
A successful About page should:
- be authentic, engaging and motivating
- explain why you are different
- inspire trust
- tell your brand story
- be easy to navigate and accessible on any device
- be updated regularly
Introduce your team
Introducing your team on your About page helps to humanise your brand and communicate your company culture to your customers. Your customers want to feel like they know you, so it’s always best to include a photo, job title and short bio for each employee. Remember:
People buy from people
People connect with people
Tell your customers what you do in your spare time, or include some behind-the-scenes photos to help your customers relate to you. Think how popular behind the scenes photos and videos are from movies and bands, especially the bloopers. Why? Because it shows us that these actors and musicians are vulnerable, they are relatable, they are human.
Does your website have a compelling About Us page? If you need help designing or writing content for your About Us page Webics can help. Reach out to find out how.