6 Steps to an About Us Page That Converts Prospects to Customers

About Us pages are routinely some of the most highly visited pages of any business website. KoMarketing found that once on a company’s homepage, 52% of visitors want to see About Us information.

As you write your About Us page, remember that you have a golden opportunity to show your prospects and customers why your business stands out from others. It can even help sell your products (more on that later).

It begs the question: why are so many websites still following the same bland template? Let’s take “Toys “R” Us About Us page for example:

Toys“R”Us, Inc. is the world’s leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 866 Toys“R”Us® and Babies“R”Us® stores in the United States, Puerto Rico and Guam, and in more than 750 international stores…

Could you be any more bored reading those meaningless statistics that, in spite of being very specific, still manage to tell you almost nothing useful?

You’re a prospect or customer that has taken time out of your day to learn more about this company, and they’re wasting your time telling you how many domestic versus international stores they have?
You can avoid the mistakes that Toys “R” Us made! Read on and you’ll discover the topics to cover when writing your About Us page, as well as some actionable tricks and tools to use.

Don’t Be a Know-It-All

Don’t try to sound “extra professional” with fancy industry jargon.

It doesn’t add to your credibility; it just confuses people and makes them think whatever you’re selling is complicated and scary.

If anything, your About Us page is a place where you can be a little more relaxed and revealing about your company than on other pages.

People love to feel like they’re getting an “inside look” with special, personal tidbits about your business. Give the people what they want.

Tell Your Story

OK, I know you’ve heard the “tell a story” mantra over and over, but it’s good advice.

Your goal is to humanize your brand and make an emotional connection with your prospects.

You know what medium is perfect for quickly creating meaningful connections with viewers? Video. Lifestyle powerhouse Refinery29 shares an excellent, one-minute video on their About page.

I’m sure you’re groaning at that suggestion, but an investment in a short, professional video that explains your mission or poignantly demonstrates your impact is incredibly valuable; you can use it for years to come.

If you can’t do a video, try another visual tool like an infographic or some well-placed images with statistics about your impact beneath them. A tool like Piktochart makes infographics easy to create for non-creative types.
The team at Basecamp, creators of a digital organization software, came up with a simple but powerful graphic to show how many businesses they’ve helped succeed through their product over the years.

Image source: Basecamp

Don’t Make It All about You

I know what you’re thinking. Didn’t I just say to tell your story? Yes, I did, but the best About Us pages show how a business fulfills their goals or mission through the success of their customers.

We’re all a little egotistical at heart; it’s the human condition. People like to hear about themselves.

Inspire your prospects by painting a picture of how successful, happy or stress-free they can be using your product or service.

Use customer success studies and testimonials. If you have photos and full names that you can pair with these stories, that’s even better. (It adds credibility!)
If a testimonial refers to a specific product or service, be sure to link to a relevant landing page so that prospects can easily learn more.

Image source: FreshBooks

Nearly seventy percent of online customers look at customer reviews before they buy. Product reviews are 12-times more trusted than product descriptions on your website.

The takeaway here is that prospects and leads are looking for social proof (i.e. reviews from other happy customers or celebrities) that your product or service is worth their dollars.

Showcase Your Awards

Was your company recognized in an industry publication, magazine or on a website that your prospects frequent? Include an eye-catching graphic showcasing your award on the page.

Don’t forget about certifications! Are there any professional certifications or accreditations that you could share?

For example, if you’re a local business accredited by the Better Business Bureau, put it in the footer and on the About page!

You can bet that will help put readers’ minds at ease as they gauge the expertise and trustworthiness of your company.

Entice Prospects to Join Your Mailing List

Now that you’ve intrigued visitors by telling your story and showing them how you can make their lives better with your product or service, ask them to join your mailing list.

You could embed a simple form on the bottom of the page, or incentivize your visitors with a valuable content upgrade like an industry white paper or checklist of “insider tips.”

Content marketing expert and author Ann Handley includes both on her About page.

Give It Some Personality

It’s up to you whether you want to include specific information about each of your employees on your About page.

One important factor would be how big your staff is. If you have 50 employees, you might be better off sharing employee bios on a separate page.

Another approach would be to share a paragraph or two that covers your company’s culture along with some fun photos from, say, the holiday party or a staff happy hour.
Showcase why you’re special, and why your employees love their jobs. Employee testimonials would be a nice addition, too.

Image source: MailChimp

MailChimp clearly had a lot of fun designing their About page. They dressed up their employees in funny outfits, posted it on Instagram with a short employee bio, and then embedded those quirky images on their page. Bonus points to them for cleverly integrating Instagram!

Let’s review the Do’s and Don’ts of excellent About Us pages.

Do:

  • Keep your tone personable and your text clear and concise.
  • Tell your story by showcasing how you’ve helped other customers be successful.
  • Create a meaningful connection through video, photos and statistics about your impact.
  • Use social proof, like testimonials, to build your credibility.
  • Show off any industry awards or certifications that you have.
  • Make it easy for people to opt-in to your mailing list.
  • Include a paragraph about your company culture or individual employee bios if your staff is reasonably small.

Don’t:

  • Use complicated industry jargon when it’s not necessary.
  • Add abstract company statistics that are meaningless to readers.
  • Make it 100% about you.
  • Assume that customers will take your word about how great you are. You need testimonials.
  • Behave like a faceless corporate entity. Instead, share funny or meaningful “insider” tidbits about your staff and business.

That’s it! You’ve got all the tools you need to write an About Us page that inspires prospects, highlights your company culture and employees, and uses testimonials and graphics to show why your organization is excellent.

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