If a visitor to your website is even remotely interested in your company, they'll eventually make their way to your About Us page. Even (perhaps especially) when it comes to doing business online, potential customers want to see the people behind the company. It's not only about human connection; it's also a way of evaluating your legitimacy.
But it's not only potential customers who want to know more about you. Job seekers, competitors, investors, and potential collaborators tend to snoop around your About page, too—hey, we all do it! Knowing how to write an About Us page that builds trust and connects with readers can make a huge difference in the customer's journey.
Your About Us page is the perfect chance to promote yourself, influence others, and begin a relationship with potential leads. To accomplish this, it should reflect the needs of your buyer personas. What do they want and need to know about you and your team?
Here are a few ways to communicate not only what you want to say, but what your visitors want to hear.
1. Humanize Your Experience
The most obvious goal of writing an About Us page is to tell visitors your story and how long you've been in business. Sharing your history shows credibility, stability, and continuity.
However, remember that you're telling them this to demonstrate your value, not deliver an itemized list of your qualifications. Highlight only the most important benefits of working with you, and create a narrative that makes them compelling to read. How did you come to get certain elements of your experience? Were there any circumstances you had to overcome to earn a certification or award? Try to think like a storyteller.
2. Add Some Local Color
For the About Us page, you need to share at least a little bit of who you really are. While potential customers might wade through boring product descriptions to get the information they need, they definitely won't keep reading a boring About page.
Think about what makes your company distinctive. Is there a story behind your name? Do you have a company softball team, or offer a free cereal bar in your office kitchen? Are you a dog-friendly office? Perhaps you volunteer as a company for your local Boys & Girls Club. These types of things are perfect for elevating your About Us page from a resume summary to an effective sales tool.
Our client Dr. Robert Cialdini, pioneer of the 6 Principles of Influence, has written extensively about the principle of liking. The idea is that we’re more likely to comply with requests made by people we like, and liking is based primarily on similarities, compliments, and cooperation. When you share details of your work environment, people will relate to it, whether through similarity ("Hey, I like dogs too!"), or because they would looooove to have a cereal bar in their own office kitchen.
We’ve all been there. Remember that time in 2nd grade when you gave your crush your only Snickers bar, just because he asked for it—or was that just me? Well, marketing works the same way. If your customers like you and what you represent, they're more likely to do what you ask them to, whether it’s to enter a contest or come to an event.
Sharing your company's personality and culture will increase your likability and help potential customers relate to your brand. If visitors enjoy being on your website, they will stay longer, browse, and eventually convert into a lead.
3. The Proof Is in the Pudding
What’s the point of telling site visitors what you can do for them without offering any proof? As Dr. Cialdini points out in his principle of Social Proof, we're more likely to trust popular things because other people trust them too.
One way to take advantage of this on your “About Us” page is to highlight a customer testimonial that relates to something you've said, so it doesn't seem forced. Your company seems trustworthy when others vouch for your products and services because they've already experienced what you have to offer. You may also want to include the names of a few important clients or past partnerships (with their permission, of course).
4. Your Company's Philosophy
Creating an excellent About Us page, or any other page, starts with understanding your buyer persona. A well-crafted page can increase conversion rates and help your ideal buyers connect with your entire organization.
You've identified your buyer personas; which of your qualities will be most appealing to them? Also, always include your company’s mission, vision, and goals. These values and your company philosophy are an important part of building trust.
No buyer personas? Let's get started!