We all know that every click and scroll per time can determine your online presence’s fate, there exists a page that invariably stands out – the About Us page. When you delve into your website’s analytics, this page consistently secures a place among the top ten, often hovering in the top five positions. This universal trend transcends analytics accounts, affirming the About Us page’s significance in the online world.
The Importance of Crafting a Captivating About Page
Why does the About Us page hold such prominence? The answer is clear: it has the potential to address the profound questions that visitors harbor about your brand. Who are the individuals who breathe life into this enterprise? What are their guiding principles and beliefs?
We must recognize that we buy from people, not faceless entities. When visitors journey through your website, they yearn for an authentic, human connection with the creators and guardians of the brand. They seek to be moved, to feel something, and most importantly, to resonate with what your brand represents.
More than ever, customers, clients, and job seekers are keen to understand the beliefs and values that underscore your brand. Your About Us page serves as a pivotal stepping stone in your prospective customer’s journey. It narrates your story and addresses pivotal inquiries that matter profoundly to potential customers and candidates alike.
In the following sections, we will explore the best practices for crafting an About Us page. It’s essential to remember that these guidelines are not rigid rules but rather fluid principles you could follow. Each practice aligns with the art of storytelling and responds to a specific query posed by the visitor.
About Page Design Considerations
Before delving into the specifics of these best practices, let’s briefly touch upon some design and content considerations that influence the user experience of your About Us page.
1. Choose Your Navigation Label Wisely
The label for your About Us page, commonly found in the main menu, is crucial. Options like “About,” “About Us,” “Company Profile,” “Our Story,” and “Firm Profile” all serve the same purpose – signifying that this is the page dedicated to your brand and its people. Fortunately, we’ve observed that clickthrough rates remain consistent across these label variations.
2. Single Page or Section?
While many websites opt for a multi-page approach to present their About content, some prefer a single, comprehensive section. However, exercise caution to avoid “thin content.” If a particular aspect, such as your mission, can be encapsulated in a concise manner, there’s no need to create a separate page. The objective should be to provide valuable content rather than needlessly splitting information.
3. Embrace Visual Elements
Incorporating visuals is imperative on your About Us page. While textual content is essential, visuals add depth. Consider embedding a video that effectively encapsulates your brand’s essence, essentially an 8-minute documentary. Additionally, include images of individuals and noteworthy badges, such as awards, certifications, memberships, or trust seals, to bolster your brand’s credibility.
4. Keywords Are Not Paramount
Unlike service pages and articles, About Us pages are not an SEO battleground. They don’t typically revolve around keyword optimization. Instead, they focus on your brand itself, with your homepage generally ranking for your brand name. This doesn’t negate their ability to attract organic visitors; they often serve as landing pages, largely due to sitelinks, the supplementary links displayed beneath a ranking URL in search results.
5. Incorporate a Call to Action (CTA)
Your About Us page effectively addresses sales-related inquiries, akin to service pages. It thus merits the inclusion of a well-crafted CTA. While an email signup CTA aligns with content marketing, prioritize a CTA that caters to potential customers and prospects. This ensures that your About page not only narrates your story but also aids in lead generation. Analyze your page’s CTA clickthrough rate in your analytics to gauge its effectiveness.
About Page Content:
Now, let’s delve into the heart of the matter – the content of your About Us page. How do you construct a compelling narrative that captivates your audience? We can distill this process into seven core questions, each intimately entwined with the art of storytelling:
1. Who Drives the Business?
Characters form the bedrock of any story, and your brand is no exception. People are central to your narrative. They are the driving force behind your enterprise. We wholeheartedly recommend introducing individuals on every page of your website, but on the About Us page, this becomes non-negotiable. A significant portion of your visitors arrives here explicitly seeking to familiarize themselves with the personalities behind the brand.
2. Why Was the Company Founded?
Conflict is the essence of narrative tension. Your About Us page should recount why your company came into existence, shedding light on the struggles and triumphs that fueled its inception. It can be classified into two categories: the personal passion conflict and the external market gap conflict. Both narratives carry an inherent tension waiting to be resolved.
3. What Are Your Core Beliefs?
Plot, in the context of your brand, is synonymous with beliefs. These convictions can be subtly woven into your brand story or explicitly stated in a mission statement, core values, or a brand manifesto. A manifesto serves as a clear, declarative statement of your unwavering commitment to specific ideals. Sharing your values is essential, but equally important is demonstrating how you embody them through your actions.
4. What Problem Do You Solve, and How?
Resolution forms the heart of your story. Your brand’s existence is intrinsically tied to problem-solving. The conflict and values that you’ve articulated find their ultimate expression in your value proposition and the outcomes you deliver. Clearly elucidate how your resolution differs from the rest, how it aligns with your values, and substantiate it with evidence, be it social proof or data.
5. What Is Your Brand’s Voice?
Dialogue is a potent tool in storytelling. Quotation marks transform mere statements into perspectives. They humanize your brand’s communication, giving it a distinct voice and personality. Incorporate quotes from leadership and team members to establish a connection with your audience. Utilize videos featuring your team and leadership, integrate your social feeds, and embed blog posts within your About Us page to amplify your brand’s voice.
6. What Is Your Vision?
While not an obligatory component of every About Us page, sharing your brand’s vision for the future can be a powerful addition. Express where you envision your brand heading, how it aligns with your values and the needs of your clients, and what you foresee happening in your industry over the long term. This is an opportunity to differentiate your brand by showcasing a forward-thinking perspective.
7. Where Is Your Business Located?
Every story has a setting, and even global businesses have local teams. By revealing the locations associated with your brand, you make it convenient for visitors to find this vital information. Incorporate images of office interiors or building exteriors and provide maps, ensuring visitors don’t need to navigate to the Contact page solely for geographical details.
The About Us page stands as a beacon of connection between your brand and its audience. It’s the one place where the narrative can unfurl without constraint, where “we,” “our,” and “us” take center stage without reservations.
By weaving your brand’s story through the lens of these seven storytelling elements, you can create an About Us page that resonates, engages, and converts. Remember, this page isn’t just about introducing your brand; it’s about establishing a connection, showcasing your values, and inviting your audience to be a part of your journey.
So, refine your About Us page, make it personal, and substantiate your brand’s story with evidence. As you enhance this critical step in your users’ experience, keep an eye on the clickthrough rates of your CTAs. If you’ve articulated your story effectively, you may very well witness a surge in leads, a testament to the compelling narrative you’ve crafted on your About Us page.