4 Tips to Writing an “About Us” Page for Your Business Website

By Roberta Fisher, Consultant, Gadd Business consultants LLC

The “About Us” page is most helpful, specifically if you are not promoting a brand.  An effective “About Us” page for your website would include a message that encourages trust, that is convincing, personal, friendly and it makes it possible for further action by the user.  

The “About Us” page can be your golden ticket to additional new customers and can be a great marketing tool for your business if done correctly.

Research has shown that 52% of visitors head right to your “About Us” page.  This page is even more important to new customers/visitors than your prices.  Visitors want to know about you right after they make sure you have the product or service they are looking for.  Make sure to use it to your business’s advantage by following these steps. 

It’s just like meeting someone for the first time and you want to know if this acquaintance can go further (friendship, someone to talk to or do things with) or just let it go to the wayside.  The same thing is true about a potential new customer, they want to make sure that you can be trusted, have something in common with them and know why you are in this business.

First, Make it about them.  Let them know you understand the problem their having or the situation they’re in and that you have a resolution for it.  Make it easily understood how you can assist them with your products or services above your competitors.  By adding pictures or testimonials you have received is helpful in stressing your understanding of their needs.

Second, Tell a story.  Let them know how your products or services came into being.  What made you go into business to provide what they are looking for.  Let them know of the encounters you faced starting up this business.  Let them know of your awesome and embarrassing moments you over-came in the beginning of your journey. 

Third, Narrate your story.  Tell your potential customers what made you get into this business and to provide the product(s) or service(s) you provide.  Tell the good, the bad and the ugly about what it took for you to get your business up and running.  This will make you human and not just a corporation trying to make a buck.  If your company gives to the community , tell them how this is done, either by company donations on your own or by the company providing to the community with each purchase that is made.

Fourth, Confirm you are not a robot.  You can do this easily by providing pictures and bios of the staff you have working for you.  This will assist them when calling for service to know who to ask for.  Remember this is the first impression you will make with your customers, so make it fantastic. 

Remember to leave them with a call to action statement.  Utilize one of the following…Like and/or share our page, browse our online catalog of products or services, call for an appointment to go over your needs or come in and see us for all your needs.  Creating an exceptional “About US” page is comparable to producing a lead generating system.

Reference: https://smallbiztrends.com/2019/04/how-to-write-an-about-us-page.html, Written by Pratik Dholakiya

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