For a while, there was talk that the ‘About (Us)’ page on websites was a thing of the past, but that just isn’t true. Sure, there are plenty of people who want to jump straight to looking at your services or going to your contact form and others who only care about the Home Page. But for the people who do visit the About page, it is probably the most important factor in their decision of whether or not to give their business to your company.
What is the point of the About page?
First, let’s talk about what the About page is not. It is not to fill web space. It is not necessarily about content for SEO. And it is not for fluff that you think will make you sound good without any actual real information.
The About page is a chance for you to establish your brand. It is the place where you can tell real information about your company and the people who are a part of it. It is a place where consumers who want to learn about who they are about to do business with can go to find comfort in their decision. The About page is one of the most important pages on your website. Finally, it is an opportunity for you to position yourself as a knowledgeable resource in your industry and to build trust between you and your customers. Your About page says “this is who we are and what we stand for.”
Creating a killer ‘About Us’ page
When creating an About page, many companies make the mistake of quickly drafting up a short, impersonal message about what they do. This could be the biggest mistake you make. If you do it right, your About page has the potential to be the top sales-creating page on your entire site.
The most important thing to remember when writing the content for your About page (or really any other website page for that matter) is to keep your target audience in mind. Your words should speak to them, not you. If you are a 30-year-old man and your target audience is women in their 50’s, then remember that you are not the target audience. The words need to speak to a 50-year-old woman and address their worries and concerns.
Include a problem and solution
The content on your About page should introduce a problem to your audience. It should make them aware of something that is a problem in their daily life or in the world. And then it should tell them how you and your company are solving that problem (or at the very least, contributing to a solution). This is an easy way to make sure your reader is invested and sees the importance of your product or service.
In the next installment, we will go into details about what specifics you should include in your About Page and how to create them.