Every successful business, regardless of the industry it belongs to or the product it sells, has a history which is more important than ever for today’s customers. According to research, over 50% of B2B buyers are motivated by strong content that includes information about the person behind the product they are considering buying.
After the Homepage (main website page), the About Us page is often the first page a potential customer visits when deciding whether to do business with you. It’s that place on your website where you can present your own story and instantly build links with people who landed on your website.
As an integral piece of content, then, that you can have on your website, it deserves the time and attention necessary to get it right.
How to write an About us page?
To begin with, it is the page of a corporate website that talks about the history, philosophy and goals of the business, leaving a first impression on the buying public. However, it not only gives you the opportunity to share your brand story, but also to tell your customers what you do for them and how you work to meet their needs.
“How did you come up with the idea of this company?”, “When did you decide to pursue this idea?”, “How has this managed to grow all this time?”. Try to condense your story and grow it into a short document. You can also include the major milestones you achieved, which of course form the story of your company itself.
The About us page, therefore, is the perfect place to host a series of goals.
Briefly:
- Create a mission statement, i.e. a statement of your company’s raison d’être.
- Share the story of your business.
- State your target audience.
- Explain your business model or how your products are made.
- Introduce the people of your company (founders or people in your team).
- Describe your values so readers will identify with and trust your company.
- Incorporate additional persuasive content (e.g., explainer videos, data visualizations).
It’s especially important to pay due attention to images and graphics, as these often grab the attention of potential buyers when they visit your website. Infographics, videos, or content-related gifs can showcase your brand’s personality and win over your audience.
Finally, we recommend placing social media buttons on your About us page in a strategic location so that visitors can get in touch with you through your business’s social media channels.
Conclusion
At the end of the day, your potential customers should get a taste of what it might be like to work with you. The About Us page of your website is the one that should clearly express who you are.
Therefore, you shouldn’t underestimate the impact this page can have on your website visitors and sales in the long run. This is your opportunity to establish your credibility and build trust with new customers.