Your About Us page is your opportunity to declare your vision and add some heart to your brand. About Us pages should add a human quality, putting a face to the words. About Us pages should be more about who you are versus what you are. Are you just talking at your visitor, or is your About Us page working to connect with them on a new level? If you are talking at your customer and telling them about your business and a list of services you offer, you are not engaging the reader. Information about your business and services is essential, but this should not be the only focus of your About Us page.
Write with emotion
Get your customer excited about your business and what you have to offer by conveying feelings and emotions. Visitors are more likely to take action when they feel you understand their needs.
Solve the problem
Does your About Us page make your visitors feel like you are inside their heads, understanding their issues and offering an ideal solution? Show the reader that you can solve problems and show them how you’ve done it in the past.
Don’t make it all about you, all the time
Make your visitors want to keep reading and exploring your website. Don’t make it all about you all the time. Your About Us page should involve the reader and explain why they should stay. Addressing the readers’ needs quickly and efficiently will keep them engaged and interested. What about you, your business, your company, benefits them?
Relate, but don’t brag
Don’t brag! Nobody likes a bragger; no matter how successful you or your business is, bragging is a turn-off. Instead, talk about your successes as part of a bigger story. Talking about less successful endeavors or accomplishments will also excite and engage visitors.
Establish a call to action
What do you want the reader to do next. Here they are, reading your About Us page, but what next? What is your call to action? Every About Us page should include a way to keep the conversation going between you and the reader. For example, ask them to sign up for a mailing list or share your posts on social media.
Cohesion and tone
Take a critical look at your About Us page in relation to the rest of your website. Is it cohesive across the entire website? Try and get a second opinion; have friends, family, and business associates review your About Us page and give their impressions and comments. Is it unengaging or dull? Does it show your company’s personality?
Make changes
About Us pages don’t have to be static. Check your analytics, make changes, add photos, and check your analytics. How are your changes impacting your traffic, visit duration, and bounce rate?
Get real, get human, share who you are, and work hard to connect with every visitor. Then, rethink, revise, rewrite, and your conversion rate should increase.
