Creating an About Us Page
The About Us page is one many organisations write almost as an afterthought. But it’s an increasingly important page for many users, and should be tailored to give your audience what they want.
More than ever, customers are interested in what a company stands for, its societal role, and whether its values align with their own. According to the Search Engine Journal, since the pandemic, 62% of consumers have stopped buying from organisations that don’t have similar values to their own. So with that in mind, here’s how to create an about us page that resonates with your market.
Creating a killer About Us page
First and foremost, your About Us page should focus on your audience and how you can help them. Most users aren’t interested in a list of accolades or a detailed history; what they want to know is how you can serve their needs and whether your brand values align with theirs.
Know your audience
To speak to your audience, solve their problem, and understand what sort of values they hold, some research is necessary. Use customer surveys or analyse the data that comes through your analytics software to learn more about them. Then compose a page that emphasises what you do best and what makes you stand apart from competitors. Perhaps quality is your main focus, and you give back to the local community with every purchase. Or maybe your products are sustainable and you package them in recyclable materials.
Brands such as Thinx have nailed their about us page. In just a few short sentences, users can understand what the company stands for, how it began, and what the tone of voice is. As a result, it’s easy for potential consumers to decide whether this is a business from whom they want to buy.
Image credit: https://www.shethinx.com/pages/thinx-about-us
Get visual
About us pages can often be text-heavy, which isn’t great for a user browsing at the bus stop or wanting a quick overall impression of your business. Think about using bold headlines, imagery and visuals such as charts or tables. Even a photo of your office space, the team, or a graph of your rising sales can help to get key information across at a glance. Medium’s value proposition page uses imagery and text effectively:
Image Credit: https://elementor.com/blog/about-us-page-examples/
If you’re including a ‘Meet the Team’ section, keep it light-hearted, with an image of each member of staff and a glimpse into who they are as people. Mark may have won a customer service award last year, but that won’t help to make him seem approachable. His love of snowboarding, however, shows who he is and enables your audience to connect with him.
Include reviews
The About Us page is a perfect place to embed or link to customer reviews. Consumers can then see both what you have to say for yourself, and what others are saying about you. This enables them to establish trust in your business.
If you’re struggling with the creation of an About Us page, the team at Whitefish Marketing can help. Get in touch today to discuss your ideas.
