Does Your About Us Page Flatter Your Business?
Are you building a new website or thinking about revamping an existing one? If you’re contemplating the idea of rewriting and redesigning your About Us page, you’re already on the right track.
Although sometimes neglected by website owners with its link is hidden away at the bottom of the website, or worse, featuring copy that reads like an afterthought, this supporting page is essential for building trust and long-lasting relationships with your target audience.
Writing an About Us Page: Things to Remember
This page is where the company and its employees can say, “This is who we are,” and give the audience a chance to get to know the people behind the brand, the brand story, and the unique attributes that set the brand apart from competitors.
If you’re not sure about how to write an About Us page, the following will help you get started:
1. Answer All the “Whys” on Your About Us Page
Answer all the questions starting with “why” that your target audience might have regarding your company or brand. For example, you could add in the brand story and include details of how and why it started.
This will help the target audience connect with the brand at the root level. Instead of focusing on why they should buy your products, focus on explaining why they should buy from you and not from someone else.
2. Add a Smashing Headline
As with any other webpage, the banner copy or page title and all the headers should be attention-grabbing and something that your specific target audience can relate to and connect with instantly.
Take a look at your competitors’ About Us pages to see what they’re doing to create a bond with their target audiences through headlines, and try to incorporate ideas you think will work for your brand identity and voice.
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3. Build Authority
You and your employees might have garnered several years of experience in your particular industry, and you should flaunt it without shame. The About Us pages are perfect for building authority and trust by sharing tidbits about your expertise and experience.
You can also provide information related to any nominations, awards, or certificates that you or your team members have received in the industry and highlight any content that showcases your authority in a specific niche.
4. Add Benefits for the Target Audience
Although this supporting page is there to highlight the brand’s story and background, it’s crucial to make your target audience the center of attention for all your web pages, including the About Us pages. Your copy should include the benefits your clients will receive through the brand.
As mentioned earlier, these benefits are not so much about the products but highlight why partnering with you, in particular, will prove advantageous for the target audience. Focus on the strengths of the brand, the value-added elements, and the overall benefits of working with your team.
5. Add a Touch of Personality
If you look at a few excellently written and designed About Us web pages, you’ll notice that most brands use this space as an opportunity to get up-close and personal with their audience. However, this does not mean that you have to drift away from your existing brand voice to do so. Do not hesitate to tell your story! So often company leaders are so humble in talking about how things got started, but this is where real interest aside from selling gets to live.
Your brand personality should be consistent with your target audience, and it should convey messages in a way that’s the most relatable for them. Customers are more likely to purchase from a brand if its personality matches their own personality. They are seeking a company they “know, like, and trust” that is they want to feel good about their decision.
6. Add Images and Videos
In addition to written content, you can also build trust, convey messages, and share the brand story with images and videos. However, if you want your brand to be perceived as authentic and genuine, you might need to steer clear of stock images and videos and choose personal photos and videos.
With a few behind-the-scenes images and videos of your company, the processes, and its people, you can instantly create a strong bond with the target audience.
Concluding Remarks
The About Us page is a great place to speak about your staff being experts in their fields. So give yourself credit, and stand out!
These were some of the many tips and tricks to make the About Us page stand out among competitor websites and help you create a long-lasting bond with your target audience.
It’ll be best to take a look at some About Us page examples and take inspiration from the ones that you like.
Seeking support with writing and publishing a powerful About Us page for your business? Speak to the LDR Content Development team about options.
We’re here to take your website to the next level. Let us impress you soon!
