Your business needs to build a foundation of trust with potential customers. Trust is as important as a unique selling point. This situation is where your About page comes into play.
What Is the Purpose of an About Us Page?
Your About Us page should not be a repeat of your homepage. The About Us page is your opportunity to connect with readers on a more personal level. Tell them why you do what you do, how you got started, and what impact you are having on society, locally, nationally, or globally.
Consumers today don’t only want great products. They want products in which they can believe. The way you treat your employees, customers, and how you are helping the environment are just a few things that consumers consider before investing in a business.
Yellow Leaf Hammocks is an excellent example of a powerful About Us page, or as they call it, “Our Story.”
In addition to beautiful formatting and creativity, Yellow Hammocks seamlessly moves their story from the products they make to the people who make them.
They earn the trust of website visitors with their Mission Statement about empowering families and communities, and it’s how important your story is to people.
According to the 2015 B2B Web Usability Report by KoMarketing, following “Products and Services” and “Contact Information,” 52% of consumers want to see “About/Company Information” on a vendor site.
To demonstrate the importance of trust and credibility between businesses and consumers, KoMarketing also cited the 2014 study, The Age of Authenticity, by Cohn & Wolfe. In their research, they found that “63% of consumers would buy from a brand they perceived as authentic, and thus trustworthy, over its competitors.”
These attributes are why you need a strong About Us page. Many potential buyers look at the About Us page because they want to know, “What makes you different?” Even if your product is not significantly better or worse than a competitor’s, an effective About Us page can make the difference in whether a consumer chooses to buy from you or someone else.
Make your About Us page better through:
- Formatting: If your page looks out of date or unorganized, you’ll probably lose a lot of potential customers. Take some time and make an effort to create your appealing page.
- Your Mission/Vision Statement: Make it personal. People want to know what you offer. Share your vision or purpose. Show what you’ve accomplished so far. It’s okay to show off as long as you can back it up.
- Creativity: Make your page unique. How is your company or service different from the competition? Also, keep your content fresh and up-to-date.
The SEO Connection
Don’t make your About Us page a pile of keywords to help your SEO marketing. Focus on writing an engaging page to reach your customers. This strategy is how you improve your SEO.
About Us pages are one of the first places people look. Therefore, having a professional page may attract backlinks to your website. This option indirectly helps your SEO.
Another way your About Us page aids your SEO is through forming trust with your customers. You do this through a well-formatted page with an appealing story and vision. Visitors that trust your site are more likely to return, building your credibility among search engines.
In the end, you improve your SEO by having good content with professional formatting and an engaging story.