Go ahead. Tell us the truth. How many “About Us” pages that actually got you impressed about a business or brand? Most common reactions to “About Us” pages are varied from “boredom”, “impatience”, to “almost completely ignored”. That is a big issue, since the “About Us” page is one of the most popular destinations on any website. People click over to it all the time.
We should not ignoring the quality of this valuable space. But why many of us failed to write a proper, if not good, “About Us” page? Maybe it’s because people feel uncomfortable writing about ourselves. Maybe people don’t know what to put on that page, so we, like most people do, copy the formula everyone else is using. Maybe it just doesn’t seem that urgent. However, abandoning your “About” page in poor condition is costing you more than you think. Hence, here are top five tips to improve your “About Us” page:
1. Your ‘About’ page is “not” always about you
Yes, you read it right. Your “About Us” page should not all about you. Contrarily, it’s about your readers. Obviously, you need to let them know in details about you and your business, but it’s all about how your present it. Most “About Us” pages are focused on the writer or company: their story, background, experience, and so on. More importantly, it really needs to be focused on the reader: their needs, problems, worries, and questions. Think about it. When you visit an “About” page for a company you’re thinking of buying from, what are you looking for? Are you really concerned about all their achievements, their dreams and goals, and every award they have ever won? Or are you looking for proof that they can help you solve your problems? If you aren’t providing those things for your website visitors on your “About Us” page, you’ll leave them feeling ignored.
2. Third person was never a good idea
It used to be standard practice using the third person when writing bios. Contrary to the popular belief, bios written in the third person are no longer a good idea. Your “About Us” page is supposed to help people connect with you. Your website isn’t nearly as personal as meeting someone face to face, but you want to replicate that one-on-one experience as much as possible. And that just isn’t going to happen if you keep referring to yourself by your first name.
3. Tell them a story
Most “About Us” pages are tedious, and this put a big disadvantage on the related company. One of the best ways to create an “About Us” page that engages your visitors and addresses their needs is by telling a story. A story that shows visitors how you can help them, instead of just telling them. Take your visitors on a journey. Start at their issues: what they need solved that your business can help them with. End at the solution: how your business, product, or service is going to make their lives better. Along the way, add details about who you are, what your business is all about, and how you’ve helped people. Stories are memorable. People can relate the to story a whole lot better than to a bunch of facts.
4. Make an appearance
Internet can be a very anonymous place, yet people want to do business with people, not with brands, companies or mysterious websites. Putting your picture on your “About” page is a smart thing to do. It makes you real to your visitors. They can picture your face and imagine having an actual conversation with you. The type of picture you use is important as well. Don’t crop your face out of any old group photo. Make it look professional and match your brand. It means that if you promote your business as conservative and reliable, then by all means wear a suit and pose for a traditional headshot. Otherwise, if your business is modern and edgy, show that in your photo. If you’re casual and friendly, dress down a bit. Your photo should reflect your personality. The point is to show people who you really are.
5. Give your reader a proof
What’s way more effective than telling people you’re great than showing them an actual proof. Specifically, you should give your visitor social proof that you know your stuff and that people like doing business with you. Positive things that someone else said about you will be 100 times more compelling than all the positive things you could say about yourself. Social proof is powerful, and it’s also easy to implement. Here are a few of its common forms:
- Endorsements from other industry or thought leaders
- Follower and community stats (number of fans on Facebook, number of people blog subscribers, etc.)
Gather such proof and put it right on your “About Us” page.
Now that you have an awesome “About Us” page, use the momentum you’ve built up with your captivating bio to get loads of subscribers. You’ve just given people some great reasons to absolutely love you and what you do. Now, it is the perfect time to suggest staying in touch. Put a sign-up or opt-in form right on your “About” page. You will be surprised how effectively doing so will grow your list.
The key to a great “About” page isn’t an elusive secret; it’s all about the approach. Remember that you’re creating this page as a way to connect with your visitors and address their curiosities and concerns.