5 key elements to maximize the potential of your “About Us” page
When it comes to website content, we tend to focus on the obvious—blog posts, social engagement, calls to action. But, you might be surprised to hear that it’s actually the “About Us” page that is one of the most visited pages on any given site (another reason it’s so important to regularly go over your website’s metrics).
Stop and think about it and it makes sense.
The About Us Page
The “About Us” page is where your potential customer comes to learn about your company and the people behind the scenes. They look here before deciding whether or not to take your business seriously. You don’t want to miss this opportunity to present engaging and creative content in a setting that seems the most relaxed and organic. Basically, this is your chance to make a killer first impression.
Ok, so you get it: the “About Us” page is a big deal. Now what?
As with all good content marketing, you must be sure the information on the page tells a compelling story in an accessible way. An effective “About Us” page, then, should include these five fundamental aspects.
The Five Keys to a Great About Page
- Your company’s mission and purpose
Here’s your chance to set your company apart from the rest. Show off what makes you unique and why people should choose your company over the competition. A strong “About Us” page gives a personality and voice to your company’s vision.
Tell people why and how the company got started in the first place. What inspired you to create your business just might inspire others to do business with you. But even so, don’t go overboard: remember best practice and try to stay concise and targeted. You want to captivate not hold captive.
- Company history or timeline
Social media has made the timeline concept a familiar format that people respond to. Take visitors on a trip through your company’s history. Tell them when you started, how far you’ve come and show them what your company has accomplished along the way.
Be sure to include milestones and details about the growth of your business in a way that is visually engaging. Timelines are a great way to present a large amount of information in a format other than just boring, old paragraphs. (Hmmm, rethinking the format of this blog post suddenly.)
- Profiles or bios of team members
Now’s the time to let the passion driving your company’s vision shine. It’s real, living, breathing people who make up your company, after all. “Meeting the team” helps visitors connect on a more personal level, which enhances their relationship with your company as a potential customer.
And, despite the professional purpose of your site, this content doesn’t have to sound formal in order to achieve credibility. In fact, most people find it easier to connect with real human beings, so go ahead and let your employees express their personalities. You could even include Social Media profiles to make your business look approachable and engaging.
- Graphics or visuals of your business concept
Never underestimate the appeal of the infographic. Well-designed graphics will always pack a stronger punch than long-winded explanations of your business concept. Something that is easier to immediately understand will leave a lasting impression. After all, if people can’t figure out what you do, how will they know if they need your product or service?
- Multimedia content
There’s no way around it—internet attention spans mean people are much more likely to click on a play button than read down the length of a page. So, why not make a video that tells your story and allow it to speak for itself?
These days the integration of video and multimedia elements on websites is second nature, so it’s really up to you to open up this excellent avenue of communication with your customers.
Plus, uploading a video to YouTube or a sound clip to SoundCloud also offers an additional platform for promotion and exposure. You’ll increase the chances of people connecting with it, sharing it and coming back to your fantastic website and that killer “About Us” page.
Want even more inspiration? We found some great ideas here: bestaboutpages.com