Let’s say you own a bakery. You might have a page on your website dedicated to talking about your bakery’s location, history, and why you opened the bakery. This is the “about us” page of the website.
The about us page is often used by all types of businesses to provide customers with more information about who the business is and what they do.
Customers, for example, want to know where your company is located. What sets your company apart from the competition? How many employees does your company have? As well as your company’s mission, vision, and values.
Your About Us page is where you can establish a relationship with potential customers, which might be more difficult if you aren’t meeting them face to face.
In this blog post, I’ll go through seven items that you should include on your about us page, so you can build trust with potential customers and turn site visitors into paying customers.
It’s essential to first figure out who your ideal customer is. It will be easier to communicate with them once you’ve determined who they are.
Look at their psychographics as well as their demographics to get a better understanding of who they are. What are their pain points? What is it that keeps them awake at night? Also, what are their goals? What are the dreams that they can’t seem to get out of their heads?
It will be easier to write copy that speaks to them and makes them feel understood once you’ve figured out who they are.
On your about us page let your ideal customer know how you can help them with their problem. Provide simple answers and benefits that show that you understand their problem and what they are going through.
The about us page is also a wonderful place for your business to illustrate how it shares the same values and beliefs as your ideal customer.
If your ideal customer cares about the environment, for example, you might explain what your business is doing to help the environment by embracing sustainability.
FAQs allow you to respond to specific questions that your customers may have regarding your business. They’re also another approach to communicate with and interact with your ideal customer. As a result, it’s one of the most important aspects of your website strategy.
Understanding your ideal customer is the first and most important step.
You may already have a list of the most frequently asked questions by your customers. If you do, then organize the questions and answers and then add that information to the Frequently Asked Questions area of your about us page.
If you’re not sure what questions your clients are asking, look at the ‘People Also Ask’ section of the search engine results page for some inspiration. Being efficient with your keyword research will help you in understanding the questions that your potential customers have.
Organizing the questions into themes is a terrific method to help your customer understand all aspects of the areas they’re curious about. The customer will benefit from information that is simple and easy to consume.
Don’t feel pressured to have a large number of questions and answers. Instead, concentrate on quality and what your customer is looking for. Also, keep in mind that you can always add to it later on.
Customers care about a business’s mission, vision, and values. They’ll look at the about us page to see if they share the business’s core beliefs and, if so, determine if they can connect with your brand.
Telling your business’s story to your customers is a great and effective way to connect with them. You can explain your company’s history, how your business operates, and then relate that back to your businesses mission.
Photography, film, infographics, and illustrations are other ways to share your story.
To provide variety and break up the text in your page design, switch up the media on your about us page.
It is important to have high-resolution, high-quality photos. Ideally, you’d want to hire a professional photographer to take your photos.
You could use a combination of professional photos and behind-the-scenes photos to show visitors what goes on behind the scenes at your business.
It’s just as important to avoid using stock images, or to use them sparingly. Customers will not trust a website that uses stock photos because they will not know who is behind the business.
A call-to-action button assists your customer in navigating your website.
It’s essential to decide the call-to-action buttons to have on your about us page and where they should appear.
Call-to-action examples would be:
· Subscribe to our newsletter
· Read our latest blog
· Join our community
· Check out our products
· Listen to our podcast
· Contact us
As you can see there are a variety of call-to-actions that you could use on your about us page. It might be beneficial to try out different calls to action, to determine which one has the best results from your site visitors and customers.
There is such a wide range of types of videos that you could use on your about us page. For example, you could show a behind the scenes, customer testimonials, interviews with your team, your businesses involvement in your community, and the list goes on.
Research shows that users are more inclined to watch a short video rather than read something.
HubSpot has an amazing article that spotlights the benefits of video marketing.
It goes without saying that you will want a high-quality video. If you don’t, it could have a potentially have a negative impact on how customers perceive your business.
When uploading videos, make sure they’re formatted in a way that doesn’t cause your page to load slowly. Larger files can slow the speed of your website, so keep that in mind.
By showcasing your testimonials, press, and awards to shows how you are impacting your customers and industry.
There are a variety of ways that you can share the social proof. For instance, you could use video testimonials from customers or PR interviews of you promoting your company.
You could also have a section on your about us page that features logos of publications that you’ve been mentioned in, for example Vouge or Glamour.
63% of consumers have said that they are more likely to purchase from a website with reviews and testimonials, according to Boast.
By using social proof to show your businesses accomplishments, you’ll be able to gain more trust with customers.