Andrew Gazdecki
We all hate writing about ourselves and how great we are, so it’s no surprise that many businesses hate writing the About Us page on their website. The About Us page is proven to be one of the most frequented on any website and the information you put on that page is important and shouldn’t be overlooked. It’s important to find the perfect balance between selling your brand without being too self-centered; you need a focused, confident approach that will sell the customer on you without venturing into desperation.
Below are a few solid tips to help spruce up your About Us page to help draw in and retain customers.
Focus on the audience
Your customers are mainly concerned with their needs and what your brand can do to address those needs, not necessarily on how you got started or where you’re from. That’s why you need to have a customer-oriented page that talks about the challenges your audience faces. Acknowledge the reason they are visiting your site and talk about how and why you’ll meet each and every one of their needs.
Let the customers talk for you
Utilize testimonials (remember to use names/pictures) are an easy, great way to give your brand credibility. Be sure to mention awards or accreditations you’ve received and ask the reader to leave comments or reach out for more information.
Use different forms of media
Customers like to see things that please the eye. This is why you should have clean graphics, videos, info graphics, and more to keep the customer entertained and their experience visually pleasant. The longer you capture their attention, the better the chance of success.
Tell a story
Everyone loves a good story. Focus on the things that make you normal/relatable, as well as the things that make you special. Don’t forget to include lots of photos! Customers like being able to put a face to a name, especially if their only interaction with you is by phone or email.
Make sure they know how to contact you
Your customers need a way to contact you. Providing a phone number and email where they can reach you is a must. Always make sure your info is up to date and include things like social media information so they can interact with you in as many ways as possible.
Don’t use jargon
Using a few technical terms here and there is fine but don’t get bogged down using confusing terms. Writing simply and conversationally is the best way to go. Confused customers are not happy customers and are less likely to return to the site, let alone become a loyal user.
Make sure the page actually reflects your company
Keep the theme consistent with the rest of your website and don’t rely too much on overbearing visuals or graphics. Maintain a consistent look, keep everything simple and tell a story. Make sure your tone matches, too.
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