One of the primary reasons a prospect comes to a website is to learn more about a business. The prospect wants to learn not only what you do and how you do it but — more importantly — why you do it. There are many competing businesses in your industry and community. Statistics have shown that one of the most visited pages on any company website is the About Us page.
Why is that? Whether you are a B2B or a B2C company, your prospects are people first. So it’s natural for them to want to know more about the people behind the company they’re considering working with. Prospects hire the people in the business, not just a faceless company.
The sad truth is that most company About Us pages are filled with industry jargon. Or they’re carbon copies of all the other websites in their space. This makes them boring to read and easy to bypass quickly.
You know you’ve landed on one of these About Us pages when the page is filled with boastful claim after boastful claim. You see words like “industry leading,” “unique solutions,” “award winning,” and “innovative brand.” With eyes glazed over, most visitors can’t exit these pages fast enough.
People want to learn about people. They already know about what you do from the other pages on your website. The About Us page should focus instead on why you do what you do.
How to Fix It
If your About Us page has these issues, the good news is it’s not difficult to fix. You need to get a pen and pad of paper. As you sit to think about re-writing the page, don’t be afraid to let some personality shine through.
Your About Us page is a selling tool. To sell more of what you do, you have to get the visitor to establish a bond with your company and trust you. To establish this bond, you must let the visitor know the people behind the company. A big part of your brand is your company culture. Your About Us page is an opportunity to tell visitors your story and what your culture is about.
Here are eight ideas to think about as you create the content for your About Us page. Weave them into your brand story.
- How did the company start?
- Why are you in this business?
- Avoid all hype and jargon.
- Say what you want to say in as few words as possible.
- Include a few testimonials from happy clients. It won’t seem boastful if others do the advocating on your behalf.
- Make it personable and interesting. Don’t be afraid to show the human and vulnerable side of your company. Your visitors aren’t perfect people either. So showing this side of your business allows your brand to connect and build a bond.
- Invite visitors to connect with you in other online places where you’re active (LinkedIn, Facebook, blog).
- Tell them where to go and what to do next. This is the “call to action” part of the page.