About us page that works for your brand

by / Thursday, 09 July 2015 / Published in Content Management, Tech

Start by talking about your audience, not yourself

Dedicate your opening sentence(s) to your audience’s challenges and objectives. Starting with the very reason they come to your site in the first place is a good way to demonstrate that you have their needs in mind

Let your customers do the talking

By including a few glowing (and up-to-date) customer testimonials on your about us page, you can create a hub of information.Be sure to include the customer or client’s full name and any relevant details that could add credibility to your testimonials. Better still, include photos of your customers, if possible. It all helps to build trust in your brand.

about-us

Include different forms of media

Make your about us page a feast for the eyes by considering the use of photos, timelines, videos or infographics. If people are going to seek and find your about us page, it makes sense to capture their attention for as long as possible

Tell your story

Even if your brand doesn’t have an interesting story, you can still tell a story. Focus on the things that make you human.

Include your address and contact details

Many people are still hesitant when it comes to parting with their money over the Internet and are thus keen to know you aren’t simply looking to fleece them to make a bit of extra cash.If you don’t want to disclose your full address, at least state your city or town. Potential customers are not so likely to get in touch if you’re less than forthcoming about your location. After all, what else might you be holding back?

Cut out the jargon

Writing in acronym-infested jargon might make you feel clever at the time, but it’s boring and it’s cold. People won’t remember you. What they really want when they land on your about page is to learn, in simple unambiguous terms, precisely what you do.

Ask for other peoples’ opinions

Don’t be afraid to ask employees, friends, peers, even clients, what makes you stand out as a business. When you have worked somewhere for a long time, it is tough to see your brand the way customers might see it. An objective opinion can help.

Make sure it reflects your company

It’s easy to lose sight of who you are in your mission to create the best page possible. Even if your website isn’t overly visual, you can still include photos, just make sure they follow the same format as the rest of your website. If your site focuses on boxy shapes and bold colors, then keep this theme running throughout your images. Just as with your marketing, the key is to be succinct. Maintaining a consistent look and feel automatically gives your brand more authority.

Test it!

Don’t be afraid to make amendments. Spend a fair amount of time checking your analytics for traffic volumes, bounce rate and visit duration on the page. Tweak the odd sentence, add images, chop them out, introduce a video, etc, based on what the data tells you.

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