First impressions are key in business and can be the difference between landing that top client and not bringing any business in at all. That’s why spending time to write the perfect About Us page is essential. Your potential customer has already taken the first step. They are interested in using your service or buying your product, now you just have to initiate a response from your copy to get them to bite.
Know Your Reader
There are several things to consider when creating the perfect About Us page. The most important is to know your target audience. Who is it you’re trying to convey your company’s message to? What are they looking for?
Tell Them What They Want to Hear
Make sure you let them know all your key information that they came for. Most likely, they will be scanning your site to see if you are the business for them. Some things they will want to know include:
- The size of your business
- Why should they use your business and not someone else’s?
- What type of business do you have? )privately owned, sole trader, and so on)
- Who is the owner?
- What makes your company stand out from the rest?
- Your location
- What are the principles of your company?
If you aren’t too sure about how to properly convey all this, you should contact a copywriting agency who can do this for you. They will make sure the information is put across professionally and accurately.
Straight to the Point
Don’t waste their time by writing loads of unnecessary content about how you have the greatest business since the beginning of time. This will not only bore your target audience but make them lose interest and possibly go elsewhere. Instead, tell them exactly what you can do for them.
If you simply say your business will help them by boosting their productivity, this won’t be enough. You need to tell them how much and prove so by showing case studies of past clients/customers. Show facts and figures on how your service or product will be a benefit for the reader. This is a much more persuasive tactic to gain their trust and work with you. You will be best off using a copywriting service company that will be able to cut out the fluff and make the content simple and informative.
- How long you have been in business
- What can you do for them?
- Changes you’ve made, company goals, facilities, takeover of other companies
- The history of your company
- About you, the owner
- Facts and figures
- How you have a solution to their problem
Nowadays, most business is done online and no longer requires meeting in person or visiting premises. That’s why your About Us page needs to make the best impression possible. It’s by far the most important page on your website and the most visited.
The reader must feel like they can trust your business simply by the first impression you make – they aren’t going to make a purchase or use your service otherwise. You must be completely transparent about your business, from location to ownership. The more information the better and this makes them feel like they know you. Therefore, they will be a lot more comfortable conducting a financial transaction with you.
Tell Your Tale
Personalise your About Us page by telling the reader your company’s story. This is a great way to connect with your potential customers by humanising the experience, something that’s not too easy to do online. If you started the company from scratch, explain how you came up with your business or product idea. Was it a light-bulb moment? Let them know.
Your company name may have an interesting story. How did you come up with it? Does it have a significant meaning? How does it relate to your business?
You may know exactly what you want to convey but don’t know how to express it in the best way to connect with your reader. This is where you should pay for a content writing service to make sure you are articulately and professionally getting your full story across. Evoking an emotional response from the reader is always beneficial.
Show Who You Are
Potential customers like to see proof and achievements of your success and you can show them proof. This may come in the form of press releases, or if you are recommended by a well-known person or business. Good reviews from popular third-party sources will boost your levels of trust from the potential customer, therefore more sales.
You don’t want your About Us page to have loads of unbroken paragraphs and text. Break it up with bullet points, sub-headings and media. When someone is visiting a website they quickly scan the content, so you want the important information in a short and noticeable format.
Describing your company’s history, bullet points are a great way to show the step by step journey of your business from start-up to where it is now. Find ways to include charts, images, and videos as they are much easier for the reader to absorb the information.
Keep It Fresh
Updating your About Us page regularly will let visitors know any change to your services, new team members, company performance, and any other changes. You always want to be improving your site and keeping it up to date will build more trust with the reader.
Test the Water
Ask a friend or colleague, or better yet someone who doesn’t know your business at all, to read your About Us page. Then tell you exactly what it is you offer, your company’s history, the staff, and your business’s goals, etc. If you have written properly and conveyed all this information correctly, they should be able to tell you this with no problem.
Finally, where possible, capture emails and build a mailing list (following all GDPR regulations, naturally). Don’t forget to add your company’s social media account to build more trust, and remember at all times that you’re trying to build an emotional connection between your content and your customers. Do that, and your About Us page will be a key element in building your brand.