More important to visitors and search engines than most people think, About Us pages rarely take centre stage and are an afterthought. However, it can be a mistake and a lost opportunity to leave them neglected. So, if you think yours has been withering in the dark for too long, here we will explain how to make it fit for purpose.
What is an About Us page?
An About Us page is exactly what it says on the tin, an information page about your business. Essentially, it gives all the background information that customers might want to know about the company or brand but which aren’t really suited to going on other pages of your site.
Why do people visit About Us pages?
There are lots of reasons people can visit your About Us page, but the most important is to confirm that you are a business they can trust and have the confidence to buy from. If they have doubts, what you put on the page can convince them to use your company. Prospective suppliers and partners will also look at the page for similar reasons.
An About Us page is also one of the first ports of call for customers having problems with your company, as they’ll want to know who’s who and what’s what. If you have issued a press release, publications interested in your story will also check out the page to find any information they can include in their articles.
Types of content that make About Us pages fit for purpose
As every business is unique, no two About Us pages will be the same. Indeed, establishing the uniqueness of the brand is one of the chief aims of the modern About Us page. To help, here are some of the things you should include.
A company overview
This section will include information about what the company does, i.e., the services it provides; who you provide your services for; your company’s aims (mission statement) and a summary of your successes so far.
These should be written in a way that focuses on how you help your customers. So rather than say, ‘we build fantastic modern houses’, it might be better to write, ‘we build our customers fantastic modern homes to live in.’ It is important that, somewhere in your overview, you also include your USP (unique selling proposition), in other words, the thing that makes your company different from and better than your competitors.
The overview can also include a brief history of the company and the background of its founders or directors. Don’t go into too much detail here, especially with individual biographies; instead, focus on relevant facts that can influence a customer’s decision to go with you.
Ethical consumerism is a growing phenomenon and more and more shoppers are choosing brands that share their values. All companies have values, of course, but it is increasingly important to let customers know about them and the About Us page is the place to do it. So, if you are committed to improving the environment, fair trade, employee welfare, equal rights and all the other things that your potential customers may feel strongly about, this is the place to let them know.
Of course, you’ll need to provide evidence that your business acts on its principles, so if you’ve ditched plastic wrapping, pay fair prices for imported goods, introduced flexible working and have a diverse, inclusive workforce, you need to state it here. Don’t forget to mention any charities you support or fundraising that your company and staff take part in.
You’re About Us page should contain basic information about the company. This will include its name and location, company registration and VAT numbers (if applicable). You can also include any accreditations, awards, association memberships and anything else that can demonstrate the professionalism, trustworthiness and prowess of the business.
The use of images
Like every page on a website, images can enhance written content and make the whole page more reader-friendly. Images can include photos of the business, founding members or current management, examples of the work you have done, the people who work for you or some of the good that your company has done in the wider community.
It is always a good idea to put a contact form at the bottom of your About Us page, as the content might spur someone to get in touch. At the same time, you could include an FAQ section to answer questions that the content raises but which you don’t want to include in the main part of the page.
Remember, your About Us page is searchable on the internet, just like the rest of your pages, so including appropriate keywords can help attract new visitors to your website.
About Us pages have grown in importance over the last few years as more consumers want to know more about a business before they feel confident to shop with it and seek out brands that they share values with. Hopefully, the ideas suggested here will help you create an About Us page that is fit for purpose.
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