As a digital agency, we cannot tell you how often we come across poorly designed websites. These websites typically have many things in common, but the one common misstep stands out among the mistakes are About Us pages that lack thought and effort. The About Us page may have a different name on websites such as “About”, “Story Mission”, “Who We Are”, etc., but the message of the page is always the same. The message’s goal is to show who you are as an organization. We are not sure if companies just give up when it comes to writing that page, but it sure feels like that is what happens! Companies seem to have it in their mind that this page does not truly matter, when in all actuality that could not be further from the truth. Your About Us page is an opportunity for you to showcase how amazing your organization is, and why people should want to do business with you.
Are you still not convinced that this page matters? Let’s dive in a little deeper, shall we?
Why Your About Us Page Matters
Did you know that the About Us page is one of the most visited pages on a website? It’s true! According to this well-known study, people visited the about us page immediately after the home page. It is also often the first link clicked on from site links on a search engine. What that means to you is that customers will often enter your site from your About Us page. Failing to properly showcase who your business is in your About Us page is truly a missed opportunity. Momentum3 has been in the digital advertising industry for many years now, we can attest to that as well! No matter the industry our clients are in, the about us page is always one of the most visited pages a company’s website has, and we have the hard evidence to prove it.
If you are choosing to simply throw a team photo up with your re-worded mission statement written below it, then you are missing an opportunity to win over potential customers. Do not allow your About Us page to be an afterthought or a link buried into the website that has a few terribly written sentences about your organization.
Why clients want to visit this page is crucial when it comes to understanding the time and energy you must put into its creation. In short, it all boils down to similarities. Let’s face it. People buy from people they like. It is truly that simple. People are naturally curious about who they are doing business with. They want insight into who you are, and where you have come from. Your companies about us page is an opportunity to emotionally connect with your potential customers and help you close the deal.
How to Create a Good About Us Page
We understand that writing an About Us can be awkward, but this is your time to shine. It is your time to focus on and let your customers know what makes you stand above your competition. This is their insight as to why they should want to do business with you.
The best About Us pages tell a story about a brand. In a recent blog post, we told you all about the importance of creating a brand and utilizing it throughout everything you do. Be sure to keep your brand in mind as you create this page. You can craft a solid narrative for this page by working through the bullet points below.
- Tell your story, while keeping it customer-focused.
As you begin to write this page, we want you to start by focusing on the customer. Start by telling them why your business is here to cater to them. If you are worried about your page coming across too salesy, we suggest focusing on the facts. Dedicate your start to what brings your customer to your site to begin with. What hardship does your business help solve? Where did your organization start? What humble beginnings have you overcome or grown from? Have you won any awards? Have you been favorably mentioned by the press? Detail your client retention rate. Numbers give your organization credibility. Feel free to include a glowing client review, for the added relatable push.
Where you are today is your companies’ story, and your business is the leading character. The answers to these questions above are not salesy verbiage, these are raw facts. Keep in mind that people cannot argue with raw facts, and through your humble beginnings may seem silly to you they are relatable to future clientele. They help tell a story of strength and determination, which is something we can all get on board with.
- Get creative – make it memorable!
This is your opportunity to show future clientele why your organization is unique. Putting a real company face with your brand helps to humanize it and shine a light onto the people who help take your business to the next level.
We suggest including different forms of media such as illustrations, GIFs, videos, and photos, to help draw future clients into your site and make them want to learn more. Just make sure whatever media choice you have is easy to digest. At Momentum3, we choose to use GIFs to draw people in, and the client response we have received from it is hilarious.
Awesome Employee
Digital Ninja
- Chief Officer of Smug Comments. He is the man behind the scenes with all of the creative drive to keep our office funky fresh.
- He brings order to the coffee pods in the office, as well as organizing team-building excursions, aka Happy Hour.
- Fun fact: for the past five years, he has played himself in a one-man production of Do I Need To Be Here For This?
One thing to keep in mind with any visuals you have on your website is to make sure that it matches the rest of your website. If you use bold colors and rectangle images, make sure your About Us page looks like it belongs with the rest of them. The same suggestion goes with the tone of your website. Your website should be a fluid example of who you are as an organization, making sure your about us page blends in with the rest of your site is key.
- Close with a call to action
Alright, so your about us page helped you to seal the deal. Now what? Make sure your page closes by telling your potential client what the next steps are in order to move forward with your organization. This page is a wonderful way to funnel people to different aspects of your organization such as a blog page, social profiles, pages that detail your products, email opt-in list forms, or even how individuals can apply to join your team.
There are so many incredible ways to close the story your About Us page tells, the call to action your page tells is up to you!
Though an about us page is fundamental, it is crucial to put in the work to make your about us page creative and inspiring. When someone is interested in learning more about your organization, this is where they go. Don’t let your About Us page be an afterthought.
Not sure where to begin? Give us a call. We would love to help create an about us page that reflects your business’s personality and help you to seal the deal.
