The about us page on a website is one of the most visited, and this happens because your customers and potential customers want to get to know you as well as possible and want to find out information about the company that inspires them confidence and seriousness. Probably the easiest thing is to praise your services and products and this results in content focused around them. Now, think about whether you like someone to keep bragging about you, when in fact you would like to find out other information about that person. That’s exactly how your users see things. In order not to overdo it and to find the perfect balance between sales and useful content, we have prepared some tips to help you create an About Us page as balanced as possible.
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Talk about your audience
I know that the About Us page should be about you, but don’t forget about the user. Start with the reasons why they need you, show them that you care about them, present facts, tell a story, and demonstrate why you can be the answer to their needs. Data, statistics, numbers are a good start if you don’t know where to start.
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Include some testimonials
Even if you have a separate testimonials page, it doesn’t hurt to include at least two on your presentation page. Separate this part by a different writing style (e.g. using italics/a separate color/colored rectangle) and by presenting the full name of the person giving the testimonial. At the end or even in the text you can refer to the page where all the testimonials can be found; and where else do you say that this also helps with SEO?
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Includes special awards/mentions/distinctions
If your team, your company, or someone on the team has earned an accreditation or award, don’t forget to include that in your description. It is an extra confidence that people have in your services.
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Includes pictures/infographics/videos
They attract the audience much easier and maybe it’s a much better way for you to present your business. You can make a presentation video that you can also share on your social media accounts or use in promotion. Infographics can be in the form of a timeline of the company, starting from the moment of the beginning or when new services have been developed.
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Tell a story or present the story at length
Maybe your business was born from a childhood dream or maybe it has a more interesting history. Where appropriate, for example if it’s a family business passed down from generation to generation, it can result in a captivating and inspirational story.
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Speak freely, but follow the general tone
If you mislead the user with all sorts of acronyms, jargons, or the person used in the writing, you might confuse them completely. Write in a casual way, without forcing words or phrases.
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Ask for an opinion
If you somehow get stuck or feel like it’s not what you want, don’t hesitate to ask for an opinion. This can come from your employees, family or acquaintances. It is possible that you overvalue the business and not see it as outsiders see it. After all, it’s yours, I know that, but don’t overdo it with praise.
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Test
Like any other page, this section also needs to be tested. Track traffic, Analytics data, and how it’s displayed on different devices. See what links you should still include in your text, if you need to add images, or if your upload speed is satisfactory.
We can’t offer you a magic formula, after all, it doesn’t even exist, but we can help you. Contact us and leave your company description in our hands.
