Did you know that the about us page is the second most visited page on a business website?
It makes sense when you think about it.
If you were to walk into a local store, the chances are you could meet the owner, have a chat, even shake his/her hand.
Sure, they might think you a little strange, but my point is you could.
This is not a luxury we have when searching for a business online.
We hear so many horror stories these days of internet scams that we as consumers are usually on our guard.
I don’t know about you, but I like to know who I’m doing business with before I invite them into my home or hand over my credit card details.
It’s for that reason people will naturally gravitate towards your about page in an effort to find out a little about you and to learn about the person sat on the other side of the screen.
This is your best chance to start building trust with your website visitors.
Get it wrong, and it could be your last.
With that in mind, let’s go take a look at what I believe to be the 9 most important aspects of this crucial page, things I personally look for when choosing a business on the internet.
#1 A Little Personality Goes a Long Way Online
I’m a total sucker for any small business that drops their defenses and adds a little personality into their website.
They’re a far cry from the other hum-drum, corporate style business websites out there so when I come across one, it instantly grabs my attention.
This is the first thing to keep in mind when writing yours.
Yes, you need to be professional, but at the same time don’t be afraid to inject a little YOU into this page.
#2 Write Using a Conversational Tone
This isn’t a formal document you’re writing nor is it a high school essay.
Try to keep things light and pretend your visitor is an old friend who’s sat in the same room with you and simply write as you would speak.
If you take my advice about injecting personality into your page, writing with a conversational tone will usually come naturally anyway.
I usually find these two things go hand in hand.
You may be sat there thinking “Lee, are your crazy? This website represents my business, it’s online for all to see so it needs to be formal”.
I hear you, but when it comes to writing for the internet, most of what you were taught at school goes out of the window.
Writing this way can help you stand out and may just give you the competitive advantage that you’re looking for.
#3 Put a Face To The Name
Have you ever spoke to someone over the phone a few times and automatically built a picture in your head of what they might look like?
Well, this is your perfect opportunity to add a mugshot to your site to stop people guessing.
More importantly, a real image of yourself is fantastic for building trust with potential customers.
You don’t have to stop at your own image. You can also include images of staff, premises, or even your company vehicles.
Show people that you’re a real person rather than just another faceless company and watch your conversion rates begin to climb.
#4 Tell Your Story
If you’re a plumber, when did you realize that it’s what you wanted to do in life and why?
Or maybe, you work with children, what is it about working kids that you find so rewarding?
People love stories and anecdotes, they’re a great way of forging a connection with your readers.
As well as that, explain to people why you have a passion for your industry.
#5 Focus On How You Can Help Them
Telling your story is an important part of the process but ironically, the about page shouldn’t just be about you.
Instead, you should shift your focus to how you can help the person reading the page.
Rather than tell people what you do, tell them how what you do, will benefit them. (If that makes sense?).
Here’s what I mean;
Instead of saying listing your services such as “water heater repairs”, you could say “We offer water heater installs, repairs, and maintenance to ensure your family stays warm during those cold winter months”.
See what I mean? Make it about them, not just about you.
#6 Share Your Credentials
Do you need any special skills, certificates, or other credentials in order to carry out the services that you offer?
If so, I for one would like to know that your fully qualified to carry out the job before I let you loose on me or my home!
I like to see this kind of think towards the end of the page but it’s personal preference really so long as it’s there somewhere.
#7 keep it a Hype-Free Zone
No one really cares how great you think your business is.
You might think that you’re the best at what you do and it may be true, but that’s something your customers must decide for themselves.
You’ll be much better off sticking to the facts and keeping it a hype-free zone.
People will thank you for it. I know I would.
#8 keep it up To Date
If I was going to visit your website today as a potential customer, I want up to date information and images.
I could care less about how your business used to look.
It’s good practice to sit down once or twice a year and see if anything needs amending or adding.
Oops, that reminds me…. (toddles off to update his own about page).
#9 Offer People Ways To Contact You
So, someone’s arrived on your website because you offer a product or service they want.
They’ve even taken the time to head over to your about page to find out more about you and to see if you’re someone they want to do business with.
If they like what they read, we don’t want to make them jump through hoops to be able to get in touch.
I offer my email address, a contact form, or the comments section on my website as that’s what works best for my business.
Yours will probably be different.
You may want people to call, request a quote, or contact you via your social media networks.
Forget the minimalistic approach here. I think when it comes to offering people ways to contact you, more is definitely more.
The more options you offer someone to get in touch the more people that actually will.
At the very least, have a link at the bottom of the page that goes straight to a dedicated contact page.
Over To You
It’s your business and your website so don’t be afraid to have a little fun and portray yourself exactly how you’d like your customers to see you.
This is the one page on your site that you shouldn’t be afraid to really let loose and allow your personality to shine through.
It’ll help people see the real you, the person behind the business and that’s going to help turn your visitors into brand new customers.
So, how are you getting on writing your about page?
Let me know in the comments section below.