When it comes to improving your website, many business owners typically focus on areas such as the home page, services or products, but often overlook one critical area – the ‘About Us’ page. With the proliferation of businesses on the web, it’s no longer enough to simply tell people what you are selling or offer; visitors now want to know who they are doing business with. Thus, the About Us page plays a pivotal role in building trust and increasing engagement.
This article sheds light on the importance of an effectively designed about us page in revamping your website and elucidating why it should never be neglected in your web-design process.
PROVIDES A HUMAN TOUCH TO YOUR BUSINESS
The About Us page adds a personal touch to your website that other pages may not. People like to see the faces behind the services they are using, so providing information about your team and their roles can significantly help your organization appear more friendly and accessible. The key role of the About Us page in increasing engagement starts by providing a storytelling experience that humanizes your brand, forming immediate connections with readers.
ESTABLISHES TRUST AND CREDIBILITY
Internet users are savvy and skeptical more often than not, especially amid the prevalent online scams. Thus, your About Us page should outline your business’s credibility, history, values, and mission statement. It needs to assure visitors that you are a legitimate business with a robust track record of satisfied customers. Including your business accolades, certifications, and press features can substantially enhance your credibility, raising trust levels in prospective customers.
SHOWCASES YOUR UNIQUE IDENTITY
Your About Us page presents the ideal platform to stand out from the competition by uniquely displaying your company values and identity. Use it to share your vision, mission, and culture. This will not only create a powerful impression of your brand but also attract those who resonate with your values and philosophy – leading to increased engagement.
BOOSTS SEO
When creatively crafted, your About Us page can significantly boost SEO ranking. By skillfully incorporating keywords, alt tags, Meta descriptions, and search-friendly headers, you can enhance your site’s discoverability on search engine results. This subsequently increases your organic traffic, as potential customers can find you easily when searching for services or goods that you offer.
BUILDS A STRONGER CONNECTION
The About Us page is your opportunity to connect more deeply with your audience by sharing your journey. This involves your ups and downs, learning, and achievements that have placed you where you are today. This way, you can build a stronger emotional connection with the audience, fostering loyalty and bridging the gap between you and them.
GUIDELINES IN CREATING AN ENGAGING ABOUT US PAGE
Creating a compelling and engaging About Us page is not an exact science but rather a blend of creativity and marketing strategy. While specific guidelines may vary according to your brand’s nature, some universally accepted guidelines can play an instrumental role in enhancing your page’s attractiveness:
– Engage the reader: Use the storytelling approach instead of a stiff corporate tone to engage visitors instantly.
– Showcase your team: Add photos and mini-bios of your team members to give a face to your brand.
– Use visual aids: Infographics, timelines, videos, and images can help break the monotony of text and aid in visual storytelling.
– Include essential details: Don’t forget to mention mission statement, core values, and how your brand differentiates from the competition.
– Keep it updated: Regularly update your About Us page, mirroring your company’s growth and evolution.
While the above pointers can greatly help, remember that your About Us page should innately represent your brand’s unique ethos. No one knows your brand better than you do, so bring your brand’s authenticity and originality to this page. Be it formal, informal, humorous, or solemn, ensure that it is true to who you are and what you stand for.
Revamping your website can have manifold impacts on its performance and engagement metrics. Still, doing so without duly acknowledging the key role of the About Us page in increasing engagement is a shortcoming. The About Us page is not just a storytelling platform about your brand’s journey, but it’s a crucial tool for branding, building trust, standing out in the crowd, connecting with your audience, and boosting SEO metrics. Therefore, as you work on improving your website, remember to give particular focus to this pivotal component.