Here’s an interesting fact: 52% of website visitors want to see about page information upon landing on a company’s homepage. So, you might be underestimating the value of your ‘About Us’ page.
It’s more than just a place to tell your company’s story—it’s an underrated marketing powerhouse that can drive significant value for your brand, foster customer trust, and even convert site visitors into loyal customers.
If you’re not leveraging its potential, you’re missing out on a not-so-secret marketing weapon. Let’s delve into how you can transform this underestimated asset into one of your most effective promotional tools.
Your About Page: It’s More About Your Reader Than You
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Contrary to what the name suggests, your About page isn’t just about you or your company—it’s essentially about your reader, your potential customer.
While it’s important to communicate your brand vision, mission, and milestones, this page’s real power lies in resonating with your audience’s needs, wants, and pain points.
Think of it this way: your About Page is a platform where you can show your customers how you understand their challenges and have the solution they have been looking for.
It’s not a place to boast about your achievements. Instead, use it to demonstrate how those achievements can add value to your customer’s journey.
By redirecting the focus from yourself to the reader, you’re creating a compelling narrative that connects on an emotional level that forges a strong, relatable, and trustworthy brand image.
Tell a Story That Evokes Emotion
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We humans are wired for storytelling. Our brains are programmed to respond to and remember stories more than facts and figures.
And your About page is an excellent opportunity to tell the story of your brand, not through dry corporate jargon but relatable anecdotes that resonate with your audience’s emotions.
Take Warby Parker’s About page, for instance. Instead of just listing their accomplishments and business model, they tell the story of how they founded the company to solve a personal problem and make affordable eyewear accessible to everyone.
This humanistic approach makes readers feel like they’re part of something bigger than just buying glasses—it’s about being part of a mission, making a difference, and supporting a brand that cares.
Questions to Answer on Your About Page
What personal experiences or challenges led to the creation of your business?
How does your brand’s story align with the values or struggles of your audience?
Share a pivotal moment in your business journey that shaped your brand.
What larger mission or impact is your brand part of?
How have your customers’ lives been transformed through what you offer?
By answering these questions and following these tips, you can create an About page that not only informs but also engages, inspires, and convinces your visitors to take the next step.
Showcase Your Unique Personality
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Your About page is an opportunity to showcase your brand’s unique personality and create an emotional connection with readers.
Don’t be afraid to inject some humor, quirkiness, or even vulnerability. It makes your brand more relatable and authentic, and people are drawn to genuine connections.
For example, Mailchimp’s About page is known for its playful, quirky tone that reflects the brand’s personality while also highlighting their accomplishments and values.
Prompting Questions to Consider:
What are three words that encapsulate your brand’s personality?
Share a humorous or heartwarming anecdote related to your business journey.
What quirky traits or traditions does your brand have?
How does your brand’s personality solve your audience’s problems or ease their pains?
How can your brand’s personality be reflected through visuals or storytelling on your ‘About Us’ page?
By considering these tips and questions, you can create an ‘About Us’ page that not only speaks about your brand but also engages and connects with your visitors in a meaningful way.
Include Social Proof and Testimonials
Your About page is an excellent place to showcase social proof and customer testimonials.
By highlighting positive reviews, awards, or certifications, you’re not just tooting your own horn but also building trust and credibility with readers.
It’s a way to show potential customers that others have had good experiences with your brand, which increases the likelihood of them choosing your product or service.
Prompting Questions to Pull Together Your Social Proof:
What positive feedback have you received from customers that truly touched you?
Have you received any awards or certifications that align with your brand values?
Share a story of a customer whose life or business was significantly impacted by your service.
How can you visually present testimonials to capture attention?
Have any influencers or notable figures endorsed or interacted with your brand?
Make it Easy to Navigate
Ensure that your About page is easy to navigate, with clear headings and sections.
This makes it easier for visitors to find the information they’re looking for quickly and keeps them engaged.
You can also include a call-to-action button or link on your About page, encouraging readers to take the next step in their customer journey.
Power Tips To Creating an Engaging About Page
Concise Headers: Use short, punchy headers to segment information.
FAQ Section: Include a mini FAQ section to address common queries.
Clickable Thumbnails: Use clickable thumbnails to navigate through different brand stories or testimonials.
Floating CTA: Have a floating Call to Action button that stays visible.
Highlight Reel: A short video summarizing your brand’s journey and ethos.
Interactive Infographics: Utilize infographics that unveil more info as the reader interacts.
Optimize for SEO
Last but not least, don’t forget to optimize your About page for search engines.
Use relevant keywords and meta descriptions to make it easier for potential customers to find you when they’re searching for products or services like yours.
This will also improve your website’s overall SEO and bring more traffic to your site.
How to Get Started With Optimizing for SEO
Keyword Research: Use tools like SEMrush or Ahrefs to find relevant keywords.
Meta Description: Craft a compelling meta description with your primary keyword.
Heading Tags: Incorporate keywords naturally in your heading tags (H1, H2, etc.).
Alt Text for Images: Provide descriptive alt text for all images.
Internal Linking: Link to other relevant pages on your website.
Loading Speed: Ensure your page loads quickly to reduce bounce rates.
Mobile Optimization: Ensure your page is mobile-friendly.
Schema Markup: Utilize schema markup to provide search engines with structured
Your About page is an essential tool in your marketing arsenal that you shouldn’t overlook.
By focusing on the reader, telling a compelling story, showcasing your brand’s personality, and optimizing for SEO, you can turn this underrated asset into a powerful marketing weapon that drives value and builds trust with potential customers. So, don’t underestimate the power of your About page and make the most of it to boost your brand’s growth and success.