Dave did a great webinar yesterday on Optimizing the Most Important Pages of Your Website (see the full recording here). It may surprise you that your About Us page is one of the most viewed pages of your site. Your site visitors are curious and want to know more about your business. Your About Us page can establish trust, lower their buying risk and be a key page in your sales process.
So what should you include in your About Us page?
- Your company’s history – How long have you been in business? Qualify your business as a stable company to work with by showing that you have been around a long time and have experience in the industry. If your business is new, what experiences do the key players in the company have that they are bringing to the table?
- Your company description or mission – Let people know what your company stands for. There are probably other businesses that offer your services but what is it about your company that makes you stand out from your competition?
- Who do you work with? – Show your About Us page visitors who you do business with. Let them know if you are a good fit for their needs as a business. Show them that you have experience in their industry or specialty. This could be a great place to integrate some testimonials about how you have helped other businesses.
- Who are the people? – Establish personality for your company by highlighting your people. Show us their faces, tell us about their experience and education. Build up trust with a potential buyer by letting them know they will be in good hands when a member of your team will be available to help them. Show them that these are real people and maybe offer ways to connect with them via email or social networks like LinkedIn or Twitter.
Your About Us page can be a tool in your sales funnel. By showing visitors more about your company you are giving them more to consider when they are comparing you to your competition. Your About Us page is a great place to establish trust and show more about your company’s culture and why you would be great to work with.
Photo credit: jlz
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