Believe it or not, right up there in importance with your home page sits your “About Us” page.
It’s not important for search.
No one searches for “About Us” pages.
But when prospects actually land on your website, they place much of the trust in what you say in your “About Us” page.
Most SMBs see this page as a nuisance because it requires them to answer a brief questionnaire…or do some writing.
But go ahead and look at your analytics (or ask your SEO for yours) and see how frequently prospects visit this page versus others.
You’ll find your “About Us” page ranks right up there with your top pages – and it may even be your second most-visited page (just behind the frequent winner – your home page).
What Do You Need to Do on Your About Us Page to Drive Leads and Sales?
You can use this simple formula to create an irresistible “About Us” page that wins more customers:
Curiosity is the number one emotion to appeal to so you gain interest.
Begin with a question. Start with a surprise statement. Create an interesting lead-in to a longer story.
Anything you can do except say “About Our Company” works good to start.
Stories engage. They’re unique. They’re filled with emotion.
That’s far more captivating than a boring company history and mission statement you read on practically every website.
Why did you get into the business you’re in?
If you honestly started it for the money, say that. But of course, your passions and interests changed along the way. Explain why and how that change happened. Discuss what keeps you ready and motivated today.
Use simple words everyone understands and relates to. Because people can simply click a button to leave your website, you want reading your story to be as easy and painless as possible.
No need to write a dissertation here.
Write just like the way you talk to your clients or customers in person. You wouldn’t swear.
But you talk to them plain and simple so they understand exactly what you say – just like anyone else.
Keep that tone on throughout your page.
Many people suddenly think you have to sound stodgy, formal, and intelligent.
You’ll seem more intelligent and competent when you actually connect with your audience using simple language they understand – even if they are CEOs and PHDs.
Yes…it’s a good idea to include a pic and bio of your company founders.
But don’t forget your entire team of employees too – even if you have 50 or more.
Prospects like to connect a team to a face.
They do business with people – not websites.
So just take this little extra step to begin forming human connection.
It goes a long way towards driving more leads.
A “call-to-action” simply instructs your readers on what to do next.
Many more actually take action when you specifically tell them what you want them to do.
Show your customers your top products and services. Offer a free consultation.
If they’ve read this far, they think you’re pretty awesome.
…And you have a high chance of winning their business.
So don’t ignore your “About Us” page.
Give it some thought.
…Because your competitors could care less about theirs – which means this is a great opportunity for you to sneak right past them.