Make Your About Us Page Relevant to Visitors
Most websites have an About page. If you don’t, consider building one. Certain elements of websites have come to be considered standard, and visitors rely on that commonality to find certain information.
On the About Us page, they learn who you are, what you’re all about and who plays a role in your company’s operations. Customers like to do business with people they like and trust. And yes, the focus is on people. So your About page is not the place to go into more detail about your company, your products or services. It’s where you tell your story.
Are You Relatable?
So even though the About Us page technically is about the origins of your company, your own background and the various team members who make up your company, it’s really about your customers. Sound confusing and contradictory? Well, that’s because it is. And this seems to be the most difficult concept to get across to business owners and their content writers.
Sure, the About Us Page is about you, but its primary — and some might insist only — purpose is to get potential customers comfortable with you or to get clients to relate to you. After all, who doesn’t want to support a small business owner from your hometown or who went to the same college? Why someone buys from you and not the next guy is just as much about who you are as what you are selling!
So Give It to Them
Understanding your target market is as important as ever when you sit down to compose your About Us page. You can’t very well give your potential clients information they can relate to if you don’t know who they are. At the same time, you usually don’t want to alienate potential buyers who may not be like you or really don’t like much about you — but do like your products or services.
Your ultimate goal has to be reaching as many potential clients as possible with every page on your website. To do that, stay away from certain topics. You’re going to dig up more harm than good if you include:
- Religious affiliations
- Political opinions or party memberships
- Sexual orientation
- Ethnic background
More forgivable aspects of you and your background might include your college; even arch-rivals could turn out to be great customers. Other information on your company website should read most like a friendly bio and include such things as:
- How long you’ve been in business
- The history of your company
- What kind of experience you bring to your work
- Where you’re from originally
- Why you located to the area you’re in now and what you like about it
- What you enjoy most about your industry
Added bonus features might include (for fun and profit):
- Hobbies
- Family
- Kooky anecdote
- Nickname
- Favorite food
Consider the Source
Your About Us page is like a resume of sorts. It’s the place where you put your best foot forward. It’s also a great place to put your mission statement and vision. It’s just not the place to be shy or humble — other than to praise your fellow workers or those who came before you in the company.
Speak about yourself and your team in terms of what you can do for your website visitors. Give them more reasons to buy from you. Make your About Us page an important part of your overall marketing strategy. And if you find it too hard to write about yourself in glowing terms, call us. We’ll tell your visitors just how great, unique, caring, funny, hardworking, compassionate and precise you really are!
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.