Your About Us page is a crucial part of your website and one of the most visited pages. Why? Because people want to know who they are going to be doing business with, they want to trust you, they want to feel a connection! If you’re like many business owners though, writing an About Us page can instill fright into your inner being. How do I know what to write? How detailed should it be? Do customers really want to know about personal things or just keep it all business? Others however, are masters when it comes to crafting an awesome About Us page. These businesses captivate and earn the trust of potential customers to the point of nearly securing the sale before they ever meet with a client. Below we’ll share what makes their About Us pages truly amazing and how they deliver exactly what their customers need to know.
Make It Interesting!
There is no need to be ‘overly formal’ when writing your About Us page, unless your profession is overtly formal (i.e. Doctor, Lawyer, Financial Institutions) You don’t want to bore your readers so a great way to start your About Us page is with an attention grabber! Ignite feeling in your potential customers, but remember to connect with them in your own voice for a genuine feeling. Steer clear of using industry terminology or jargon, as it may confuse your readers. However, don’t be shy to add some humor to your page. Above all else, let your readers know that you understand why they are visiting your website. Perhaps include a short story that covers the ‘start to finish’ of a customer’s journey with your company – how you came to work together, what problems they faced, how you helped them overcome their problem and strengthen their business.
Other additions to your About Us page that could make it more interesting for readers:
- a short testimonial from a previous client
- answers to common questions
- addressing fears of your potential clients
Now that your readers know you understand and care about them you should let them get to know you better and establish a personal connection. Tell customers about your background in a fun, charming way. Are you proud of all your achievements, awards and recognitions but don’t want your customers to view you as being entitled or boasting yourself up too much?
Here’s an example of how a Charter Fisherman might talk himself up without going sounding pretentious: “Some people may think I’m just a country boy that loves to catch big fish and I spend all my time on the water uncovering their secret hiding spots. While I can’t deny those things, I also enjoy spending my time at trade shows, competing in Bass Masters tournaments and teaching youngsters how to fish. I even have the cool gadgets, shiny awards and a case of Capri Sun drinks on my boat to prove it, just ask my bride and biggest supporter Jessica – she’s the real backbone to Hooked Charters. The truth is, I love taking people out on the water, showing them how to catch the fish of their dreams and staying knowledgable about my craft.”
Remember: Short engaging stories can tell readers about your background while creating a memorable connection.
Include A Quality Photo Of Yourself – or Team
No, not that selfie you posted on Instagram last week. A good rule of thumb for these types of photos is to wear what you would to a new client meeting. A quality photo of yourself (or team) on your About Us page creates initial trust with your readers. Think about it, if you’ve already seen the person (even just in a photo) you are likely to be comfortable upon going to your first meeting with them or perhaps referring their services to a friend.
Curious as to what we mean by a ‘quality’ photo? Here’s some tips to keep you on track:
- A picture of YOU or your TEAM – not your business logo or stock photo
- It should be taken by someone else – no selfies please
- Dress in clothes that you would wear if you were meeting a client for the first time
- Smile, genuinely
Include Testimonials & Reviews
No matter how charming and genuine you appear in your About Us section people want to hear what others have to say. Other’s opinions and honest reviews of your company are the finishing touch, the icing on top of your cake! Adding testimonials also allows potential clients to envision themselves enjoying your services or products and becoming part of your community.
Ask Your Readers To Stay In Touch
Now that you’ve begun to establish a nice report with your readers you don’t want lose all your hard work, so ask them to keep in touch by signing up to receive your emails. We recommend placing a short sign up form after you tell readers who you are and what you can do for them. You may also want to add a sign up box after your testimonials as well. The more areas you place a sign up box, the more likely you are to grow your following and be able to share your passion with others.
TaDa! There are the 5 Signs You’ve Written A Killer About Us Page!
Follow them and you will have a multi-dimensional About Us page that evokes a little emotion from your readers and be on your way to building their trust and business. Don’t worry if you have to make a few revisions to your page along the way. Your About Us page is a very important part of your website and showing it extra attention will pay off in the long run.
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