When embarking on a website design project, most people know they need an ‘About Us page’, but by the looks of things, few people know what the purpose of it is. Browsing through About Us pages in your industry will show you that there is still a lot of uncertainty about what type of content should be on this page.
Instead of copying and pasting your mission statement or having unfocused sub-category pages of team members talking about their diplomas and hobbies, here are a few guidelines to follow to make sure your About Us page is effective and converts readers to customers:
Tell Your Story
All of your product and service pages should be relevant to each specific product and service. The About Us page is where you can tell your story. It is the page that people click on when they need to know or want to verify the following information:
- Whether your company is legit,
- What your history is, and
- What your business is all about.
Get Your Tone Right
Are you a team of sharp lawyers, quirky creatives, or prudent financial advisers? Make sure the tone of the copy of your About Us page aligns with your corporate culture and the image you want to portray about your business. Regardless of how professional or fun you want to sound, make sure it is clear that you are passionate about what you do.
Only Tell the Story of Team Members if it Adds Value
Sometimes it is a good idea to give people a photo and a write-up of the people they will be working with at your company, but it is not a must-have for an About Us page. A lawyer, for example, may want to showcase his or her qualifications and career history to give the firm more credibility. If it makes sense for your business, audience and website, you could consider a team photo of your staff on your About Us page instead of individual write-ups on each team member, for example.
Need help writing your website’s content? Then contact WSI OMS for content marketing services today.