Most "About Us" pages tend to fit into 2 categories: 1) Barely existent with no real purpose or 2) A page with endless fluff about how great the company is.
Let me tell you why this is a HUGE mistake.
52% of people surveyed said that About/ Company Info was the top thing they sought out after landing on a website.
Source: KoMarketing Web Usability Report
Your "About Us" page is one of the most important pages of your website because that's where people go there to determine if they want to do business with you.
Why not take advantage of this and use your "About Us" page to convert more website visitors into warm leads and clients instead of treating it as an afterthought?
Here are 4 Elements That Your About Us page must have to convert visitors into leads.
1. Make It Less About You And More About Them
People don't really want to know the name of your pet or what color shoes you wore in 5th grade. What they really want to know is HOW you can help them, and WHY you're the person/team to help them.
Start by identifying common challenges your customers/clients face that lead them to look for your solution. Then use your "About Us" page to show them that you (and your team) understand and are ready and equipped to help them solve these problems.
Show (or explain) your unique method and the beliefs/values that guide the work you do.
2. Be Personable
Big words and highfalutin jargon don't impress potential clients or customers. People don't want to feel like that need a special dictionary to understand how you can help them.
They also want to get a glimpse of what it might be like to work with you. So be personable and approachable in your choice of words and tone of voice.
3. Tell Your Story
(But didn't you just say make it about the customer?)
I'm glad you remembered!! The key to telling your story but still making it about the customer is... making them the hero of your story.
Include things like your purpose, experience, and what led you to specialize in what you do (eg. You want to help [insert who you want to help] be/feel/accomplish [insert thing they want to be/feel/accomplish]).
4. Show Them Better Than You Can Tell Them
Don't make a rookie mistake and forget to include authentic photos of you and your team. The right photos can help you establish credibility and make people feel comfortable about doing business with you.
Another thing that goes a long way in establishing credibility is Social Proof (testimonials and content or platforms that you (or your brand) have been featured in). Your "About Us" page is a great place to display this information.
Bonus!
5. Tell them what to do next!
Your "About Us" page needs to have a Call-To-Action (CTA)! As one of the most visited pages of your website, it only makes sense to drive people to take the next step towards becoming a customer!
Include a relevant CTA button on your "About Us" page to drive more conversions.
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