Do you know which of your pages are the most viewed on your website? Chances are, your “About Us” page is one of the most visited pages on your website. Whatever you choose to call it, whether it is your “About”, “About Us”, “Who We Are” or “Meet the Team”, these pages are gaining in importance.
But surprisingly, this page is often overlooked during the copy writing process and has often become an afterthought. Others just simply don’t know how to write about themselves!
About Us pages provide you with a great opportunity to bond with your prospects. Within the first 3 or 4 clicks people are clicking to your About Us page because they want to find out who you are, what your business is about and most importantly, how you can help them.
So re-think your About Us page with these following tips:
– Make your About Us page about… your customers. Think about how your product or services help your customers and relay that in your About Us write-up.
– Take the opportunity to share your story and your “Why”. If you have trouble defining your company’s “Why” or your reason for being, take a few moments to watch this TED Talk I shared a few months back from Simon Sinek for a bit of inspiration.
– Don’t be afraid to inject your personality or your company’s personality into the write-up. Think about how you’re different from your competitors and make sure your writing reflects who you are.
– Make your page conversion-friendly. You can ask your prospects to contact, sign up for an email newsletter or a free trial. Don’t miss out on the opportunity to convert your prospects into leads once you’ve impressed them with your story.
– If you’ve done something great, offer an outstanding service or product, don’t be afraid to share the numbers and facts. Without them, your page will be like every other About Us page out there with bold but empty statements.
– And lastly? Keep it short. People have short attention spans and can really only pay attention to a maximum of 3 – 4 chunks of information at a time so choose your points wisely and organize accordingly with headers breaking up large chunks of text.
So take a few moments now and read over your About Us section. If you were shopping around, would you choose your company over your competitors based on the write-up that you see? Does your page properly represent who you are as a company, the quality of work that you’ve done and your reason ‘why’? If not, you know what to do!