Your SEO is effective, your web design is eye catching and a potential new client has clicked onto your website. They like what they see, but who are you? Why should they part with their hard earned cash to buyyour product or your expertise?
It is very easy to overlook the “About Us” page on your website, but it should be given the same attention as all other pages. It needs to be easily accessible, easy to read, informative, accurate, interesting, and most importantly give the client the reassurance that your company is the one to work with.
People have a short attention span, make the ‘About Us’ page have a well laid out structure to allow clients to easily see the company background. When you have a lot of information to share, be concise and organize the areas logically.
People are suspicious of the unknown, add client endorsements of the company to give it more credibility. People need to be confident in the service you are providing, and sharing third party feedback is a great way to do this.
People like the personal touch, use a photo of your founder or team so clients can see who they will be dealing with. This website uses a great close-up photo with the simplest of messages and minimal information with clear links for those who wish to read more:
People like to smile
Bring humour to what can potentially be a very dry list of facts about your company, bearing in mind the appropriateness for your target market and product. The quirky headline on this website makes you want to keep on reading.
So think carefully about the overall design and message of your ‘About Us’ page: consider what your clients would like to know about you and what makes you different to all the rest, and deliver this information as clearly and as interestingly as possible.