Did you know your “About Us” page is the third most-wanted section on your website, as sought after by your visitors?

KoMarketing’s B2B Web Usability Report research notes this falling right behind “Products and Services” and “Contact Information” in importance—and appearing well ahead of “Testimonials” and your blog!

Crazy, right? Who considers an “About Us” page important when designing or redesigning their website? Yet clearly, users want to see one, so it better be interesting.

Knowing this, here are some tips to make a winning page that converts more users into lifelong visitors and customers:

1. Answer the “What’s in It for Me?” Question

Ahh, WIIFM: the age-old question to always answer in your marketing. Ultimately, your users visit your website because they believe you may have a product or service that fulfills their needs. You want to give them the most compelling answer, so they don’t run to your competitors for a solution.

You should include information about your company, history, and values. But if you stop there, you’ll put your visitors to sleep—which is what your competitor’s “About Us” page likely does.

As you share your company’s story and history, clearly express to your visitors exactly how you solve their problems in a way your competitors cannot. You don’t have to summon your inner Shakespeare. Just be clear and communicate impeccable value.

2. Make Your Values Clear

Your customers expect your values to mirror their own. So, if you know your audience adores sustainable business practices and employee compensation rates near the top of the market, literally spell these priorities out for them word-for-word.

Remember, visitors are in a hurry and practically looking for a reason to close their web browser, launch another search, and visit a different site that more closely aligns with their values. Don’t make them work—simplicity and clarity always reign supreme online.

3. End with a Call-to-Action

Imagine reading a company’s “About Us” page with super high levels of interest and a desire to buy immediately. Yet before you know it, the content abruptly ends, and you’re unsure where to go next. You wander around the site, trying to figure it all out.

Now, you might end up buying anyway because you like that company. However, it’s easy to imagine others getting lost, deciding they’ll buy later, and not doing so.

If visitors make it to the bottom of your “About Us” page, they must like you and find you quite fascinating. So, now’s your opportunity to tell them what to do next and deepen these relationships and their loyalty.

Perhaps this means directing visitors to learn more about your services for a service-based business. You could also ask them to subscribe to your email list (because your list members are always your best customers).

You might once again direct visitors to your email signup or serve up a short list of best-selling products they might like for a product-based business.

There are so many different ways to approach this, and it’s all about your goals for soon-to-be customers.

So yeah, the oft-forgotten “About Us” page can serve as quite an excellent business weapon. You might even call it a “secret” weapon because your competitors likely have no clue about the value it offers their business.