You write and talk about your business all the time in blogs, marketing emails, videos, flyers and more. You know everything there is to know about your company, its history, and its products or services. So, writing and designing your company about page should be a piece of cake, right?
But once you sit in front of the computer, all fired up and ready to map out the best “About Us” page in the history of time, you draw a blank. Your mind is as empty as a cookie jar assailed by an army of small children.
If you’re struggling to make headway with your company about page, we’re sharing tips for creating an “About Us” page your visitors will love and thoroughly consume.
1) Start off with a captivating header
You have fewer than 15 seconds to capture most visitors’ attention. Make it count with a riveting, engaging headline that speaks to not only your brand, but your target customers’ interests.
Try tickling their funny bone with a humorous headline. A hilarious heading (or super cheesy one) shows your target audience that your company is fun and the kind of brand they want to work with or buy from.
If funny isn’t your thing, or doesn’t really jive with your branding message, that’s ok. There’s nothing wrong with being straight up and saying what your company does and how it benefits the customer.
For example, Yellow Leaf Hammocks, a company that makes handwoven, sustainable hammocks and hammock swings, has an about page with the heading, “Ridiculous Comfy Hammocks. Impeccable Craftsmanship. Transformative Impact.” This headline leaves nothing in question. You know exactly what they do and why you should care.
Write your heading with your target audience in mind. Get to know them and think about what tone or messaging will emotionally resonate with them. Speak to their interests and pain points and talk about how your company, products or services solve their challenges.
2) Make your customers the star of the show
You would think an “About Us” page would be about, well, you. But the painful truth is your prospects and customers don’t care about your company. They care about what your company can do for them.
Make sure your about page revolves around your customer and their needs. Try to sell the benefits of working with your business rather than your business itself. Start off with the reasons why they may have visited your site in the first place. What are they looking for? What challenges are they wrestling with?
Acknowledge the difficulties they face and then share how your business helps address those issues. You may have to roll up your virtual sleeves and do some research. Keep an eye out on social media, email surveys or ask your sales reps what brought existing customers to your company.
3) Let your customers do the talking
Customer testimonials are a great way to build trust with visitors and new prospects. They add credibility to your website and showcase the quality of your products or services. 88% of people trust reviews from online consumers as much as opinions from friends or family, according to the BrightLocal Local Consumer Review Survey 2014.
Place a few of your most persuasive customer testimonials on your “About Us” page. Be sure to include the customer’s full name and any other relevant details, such as job title, company, etc. Even better, include a picture to establish even more trust in your brand.
4) Design for the scanners and skimmers
Captivate and engage your website visitors by using a mix of photos, video, and infographics. Be sure to break up your text with visuals and use white space for a clean, modern look. Think of it this way: would you rather stare at a copy-heavy “About Us” page or a visually compelling page that’s valuable AND exciting? We’re guessing the latter.
Visual content makes your “About Us” page easy to skim and absorb—perfect for the 81% of people who only scan the content they read online. And, the popularity of video content is exploding, with HubSpot finding that 43% of people want to see more videos from marketers.
Feature photos and videos of your team hard at work, having fun and give your visitors a glimpse of your office culture. You don’t need a photo of every single person in your team (especially if you have hundreds and thousands of employees), but these visuals put a face to the brand and humanize your company.
Moz uses a fun and clean design for their about page, featuring a timeline with all their significant company milestones.
Another great example is the about page we designed for our client, OnCourse Systems for Education, a provider of web-based educational technology for school districts. We included a video in the header for a more engaging and fun design.Your “About Us” page is one of the most important pages on your company website. It tells your brand’s story and shows your company’s human side. The best about pages build trust in your brand and plant the seeds for future business. Use these tips to design the best “About Us” page and engage your target audience.
We know how hard it is to write and design an about page that captures the essence of your brand. Let us help you create the most compelling and engaging webpage. Our team of designers, developers and writers can help you build an “About Us” page designed to convert more visitors into customers. Talk to us today!