When visitors to your website explore beyond the home page, one of the most likely places they go is the “About Us” section. After all, if they’re curious enough to surf to your site, they probably want to find out as much as they can about your products and services. Putting together a lively, interesting and informative “About Us” page is a great way to attract new customers and retain current ones. You shouldn’t pass up the opportunity to tell the world the stories that make your company unique.
Your efforts on the “About Us” page should be directed toward maintaining the attention of visitors. Invite them to stay a while and give them a reason to stick around. Don’t waste time with generic information about your industry; tell the story of your company. Make sure it’s interesting, well written and properly punctuated. If you don’t feel like you can handle this important task, consider hiring a professional writer to do the job.
Here are some ways to use your “About Us” page to convince visitors to your site that they should be doing business with you.
- Tell them why you started the business in the first place. Be specific about your passion and inspiration (other than your profit motive!).
- Explain what sets you apart from your competitors. Do you offer top-notch customer service? Do you have extensive knowledge of your industry? Do you have many years of experience in your field?
- Provide your visitors with a short bio that tells them about your background, education, experience and credentials, along with a photo of yourself. Do you have employees? It might be a good idea to include information and photos about them as well.
- Tell your visitors about the products you sell and the services you provide.
- If you can come up with a compelling story about your products or about your company, tell it. And don’t be afraid to brag a little.
- Finally, if you have a vision for your company, let your customers and potential customers know about it. Tell them where you see your business five or ten years from now.
Blow Your Own Horn
Here’s some other information you should gather for your “About Us” page.
- Get the word out – Remember that writer you hired to tell the story of your company? Put him to work writing press releases you can send to print and online publications and also to post on your site.
- Local publicity – If the local newspaper wrote a story about you or your business, provide a link to the article on your “About Us” page.
- Blogging – Blogging is a good way to get the word out about your business. If you blog or one of your employees blogs about your business or products, link this content to your “About Us” page.
- Getting social – Billions of people communicate and obtain information through Facebook and other social media platforms. Make it easy for some of them to interact with you by providing links to your Facebook page.
- Real photos – You can dress up your “About Us” page with photographs, but be sure to use photos of real people and places. Your visitors will recognize stock photos.
- Testimonials – One of the best ways to advertise is to let your customers tell the rest of the world how great you are. Post these testimonials on your website for everyone to see.
- Your honors – Tell people about the awards and honors you’ve received from professional and community organizations.
Facts and Figures
Your “About Us” page now includes a wealth of information about you and your company, but you can provide a few more facts and figures that might convince visitors to visit your site to do business with you.
- Some vital facts – If, for instance, you can show that your products are shipped in a timely manner 99 percent of the time and that the correct product is shipped 100 percent of the time, it’s OK for you to brag about that.
- It’s not bragging if you – Tell your visitors about certifications and honors you’ve earned.
- Can you back it up? – If you can’t produce stats and facts that make you look better than your competitors, don’t make stuff up. A better option might be to explain your goals and how you plan to do to meet them.
Putting together an informative and interesting “About Us” page can help you attract and retain customers. However, you shouldn’t create the page and expect it to be useful forever. Instead, you should update the page regularly, adding new information and even borrowing ideas from other websites.
About The Author:
Diana Gomez is the Marketing Coordinator at Lyoness America, where she is instrumental in the implementation of marketing and social media strategies for USA and Canada. Lyoness is an international shopping community and loyalty rewards program, where businesses and consumers benefit with free membership and money back with every purchase. Check out Lyoness on Facebook.