The About Us page, one of the most underutilized pages of a web site. Many people don’t know that the About Us page is often visited within 3 or 4 clicks once a user reaches the site. Thus, making it one of the most visited page for many sites.
Many companies believe their About Us page is simple page that includes the company’s history and maybe mentions some of the team members. A well-built about us page can tell much more than just the history of a business.
What Should Your About Us Page Include?
There’s lots that you can add to an About Us page, and there’s lots you can keep out. Often companies will add more to their page than they really need, essentially wasting precious real estate. Utilize this page to get your message across, get readers excited, and build your brand further.
Make sure your About Us page gives visitors a way to get in touch with you. You should have a contact form, map to your business (if applicable), and of course your phone number. Now many sites will have seperate contact us pages to about us pages, both of which are fine. Another alternative is to have a link to your contact us page from your about us, as always your phone number should be available on all pages.
Skip the History, Tell Your Story
Too often About Us pages are boring history lessons about the owner and how he/she developed the company. This isn’t necessarily bad to have, but it’s not compelling to your readers. This section should highlight some of the struggles and accomplishments the company has ran into over the years. Your company may not even have a ‘story’ to tell, this is fine, the ultimate goal is to focus on what makes your company relatable. Speak human to human with your readers. Tell jokes, have fun, get people excited to do business with you.
The Adficient About Us page talks about how our employees have gotten into digital marketing, shows the team’s pictures, and mentions some of our hobbies. Clients have decided to work with our team after visiting our page and finding they share many hobbies with our team.
Meet the Team
A meet the team section of the About Us page is a great way to show off your team’s expertise. Often companies will show the head of each department, with the person’s picture, link to their LinkedIN, and some of their accomplishments in the field. Now if the company is quite large it’s not practical to post every employee, however a group shot would be great.
About Us pages aren’t just for showing your accomplishments and team members, it’s also another way to build your brand and develop trust. Showing badges that represent trustworthiness such as PayPal Verified, BBB accredited business, and Symantec can increase conversions. These types of badges will put visitors at ease, making them more likely to provide you with their credit card information.