An ‘About Us’ page is essential for a website. But honestly, how many About Us pages have made you excited about the business or service being offered?
The usual reaction is that About Us is a dull page that visitors ignore. One major reason may be that website owners are reluctant to write about themselves. They may also be unsure what to include, so the easiest option is to copy what others have written.
About Us is not limited to who you are and what your business does. It should focus on readers: what the company can do to meet their needs, solve their problems, ease their concerns and answer their questions.
Think about what you expect when you click About Us on the website of a company whose products you are interested in buying.
Do you consider the company’s achievements, mission and vision important, or are you looking for evidence of how it can solve your problem? Without convincing evidence, the reader may feel overlooked and disappointed.
Use storytelling to keep visitors interested in what you write on your About Us page.
Tell visitors how you can help them. Stories are easier to remember than facts. Start with a problem your business can help visitors solve. End by explaining confidently how your business, product or service can improve their lives. Include a little about who you are, what your business does and how you have helped people who needed support.
Provide evidence of your strengths too. Possible approaches include testimonials, the size of your social media following and comments from well-known people who have used your products or services.
Using these approaches can encourage visitors to contact your company and feel more confident about choosing your products or services.
The key to a good About Us page is no secret: it is the approach you use to interest readers and keep them reading.
