Besides your website's homepage, the most important page is the "About Us" page. Though it is rarely the first page people go to, it is quite often the second. And if they do visit "About Us," it means they have some interest in your company and are looking for more information before making any decisions.
The "About Us" page, therefore, is really "about" sales. Instead of selling a product, its role is to sell the company itself.
It's Really About Them
Many times, the "About Us" page is taken a bit too literally. Yes, it should be about your company, and the basic facts of "who," "what" and "where" should be included. But the main thing you want prospective buyers or clients to understand is the "why." Why should they give you money? What benefits do you offer? What sets you apart from the competition?
In a way, that means the "About Us" page is really just as much about them (the consumer) and how you provide the qualities they are looking for.
How can you make your "About Us" page more effective? Here are some tips:
- Check your competitors. There is a fair chance that your prospects are reading your competitors' "About Us" pages, so you should be studying them as well. What claims do they make? What information should you include to differentiate your company from theirs? Based strictly on the "About Us" pages, who would you buy from?
- Make a pitch. The page should quickly and clearly state the main reasons why a new visitor should be interested in your company. Think of it as your 30-second "elevator pitch": it needs to get their attention and build their interest so that they will keep you in consideration.
- Show some personality. The page does not need to be dry and apathetic, unless that is the image you want to portray. Use it to demonstrate your company's personality, whether that is professional, classy, fun, creative or geeky.
- Optimize for search. Because it is about your company, the "About Us" page is a natural place to include keywords that relate to your overall business or industry. Besides letting human visitors know what you are all about, it can also help search engines understand and properly categorize your site.
- Include images. Photos add visual interest to what is sometimes a dull page and can be immensely helpful in telling your story.
- Make it easy to find. The "About Us" link should be a clear part of the site navigation, so it can be quickly found no matter what page a visitor starts out on.
- Include a call to action. You don't want people to reach your "About Us" page and then stop there. They have some interest in your company, so provide them with a logical next step they can take through a clear, low-pressure call to action
The "About Us" page is something that many visitors look at, but many companies overlook it. By working to make your own page more effective, you can differentiate yourself from the competition and have a better chance of closing more sales.
* Image courtesy of freedigitalphotos.net