If you think your home page is key to converting visitors, have you considered the impact of your ‘About Us’ page on potential customer purchasing decisions? Your About Us Page is a great opportunity for business owners to share a personal connection, communicating your brand story and show that there is a real person and people behind the brand. In this marketing blog, we explain why your ‘about us page’ matters more than you think and share our tips for sharing a compelling story.
Why is the About Us page important?
In one survey, 52% of respondents said the first thing they want to see when they land on a website is a company’s ‘About Us’ page. Another survey showed that customers who view this page are likely to spend more, with some studies reporting a 22.5% increase in spending.
Written in an appealing, friendly tone, this page is worth focusing your marketing efforts on to reap the rewards. We always include a review and (if needed) a rewrite as part of a new client’s digital marketing strategy or a quarterly social media audit.
What is the purpose of an About Me page?
Reaching potential clients isn’t the only reason for spending time developing this page on your website. It is also about building trust, strengthening connections, and highlighting company values. Whether highlighting a founder story or sharing more about your business background, company culture and values, consider using your ‘About Me’ page for your Google Ads if you offer services. Our Google Ads Services will optimise your landing page to convert traffic into clients.
Communicating Your Brand’s Story
Are you a family-owned company? Do you have a brick-and-mortar business location? You need to include these on your About Us page. What is it about you that your current clients love about working with or buying from you? What is your role in building trust with your current clients? Highlight a positive experience and share proof of expertise with client case studies.
Highlighting Your Mission And Values Depending on your business type and industry, highlight your mission and values on this page. If you run bookkeeping businesses, what values do you uphold, and how is your business model different from the competition? Potential customers should read this page and feel an instant rapport. Is your business background in managing bookkeeping businesses, for example? If so, could you highlight that business background and explain why it is essential in creating your company?
Highlight award wins and share this page on your social sites as social proof of your worth and value. Would reading this page make you want to work or buy from you? If the answer is no, appoint professional copywriting services to help you craft your unique origin story.
How an About Us page should look?
Aesthetically, your About Us page should look attractive and feature eye-catching visuals. If you have some stunning panoramic photos of your office, then share these. Include staff photos with short biographies for each. Individual photos of each staff member can turn your executive teams into real people and an instant connection. Include email addresses for each specialist team member. Remember, people like to do business with people, so your online presence needs to create a sense of connection.
Ensure you include calls to action with an action button to call or email. Highlighting positive customer experiences, a genuine story, and customer success stories can elevate interest and incentivise shopping with your brand.
Would you like to develop your brand further? Please feel free to contact us today to chat with our Friendly, Helpful Marketing Experts.
