Telling Your Story
If you’re doing digital marketing correctly a number of visitors to your website will have never been there before. There doesn’t seem to be an ideal ratio between new and returning website visitors as it will depend on what particular service you are selling, but on average around 30% of your website visitors will not have loaded your site already. These visitors might be interested in finding out who you are…
My Name Is…
So, how should you introduce yourself? The first thing to remember about an About Us page is that it isn’t about ‘what’ you do but rather ‘why’ you do. So you don’t need to spend time explaining your product on your About Us page. The rest of your website should do that already. This is a space dedicated to why you do what you do.
Typically a big part of an About Us page is a biography. Either of yourself and your team or the company itself. This should be a largely factual section where you’re listing achievements. In some ways, you can treat it like a cover letter for a CV, but instead of writing it from a HR manager, you’re writing it for a customer.
Remember, these bios don’t have to be written. They can be videos, or images, even cartoons. While the majority of websites will have headshots, or a team photo, and short paragraphs that doesn’t mean you have to. Be as creative as you want as long as it fits your company image.
After you’ve written your bios, make sure you back them up. If you’re saying you’re certified can you link to their website where the certification is listed? Or display a badge showing your certificate is valid? Do you have a LinkedIn page to link to? Or other relevant social media platforms? Make sure, wherever you can, you’re proving what you say about yourself, or your company
A way to help beef up your About Us page is to include some small testimonials. You don’t need to go into great detail (because that’s what your Testimonial Page is for…) but some quotes from customers or previous clients can look good mixed in among your staff bios. A Testimonial Page is also a good next step for someone who is browsing your About Us page, so if you’re trying to direct the flow of your visitors, that should be where you’re sending them next.
Nice to Meet You
So, there are our top tips on creating a good About Us page. Where are the best examples of About Us pages you’ve seen? We’d love to hear what you think.