Why do I need an “About Us” page?

“About Us” is one of the most important pages on your website.

When visitors land on your website, they’re normally on your home page. If they’re interested in learning more, they will then go to your “About Us” page. It is here people look to see if they can take you seriously. Get it wrong and you could be turning people off without even realising it.

You get visitors to your website because someone is looking for a product or service, they want to see what you can do for them; they don’t actually want to read about how wonderful you are.

To convert a visitor into a sale, you need to prove to them that you can provide what they need. It is through the “About Page” that you can introduce yourself to your website visitor, tell them what you can do for them and build a rapport that will hopefully turn them into a customer.

Rather than writing about what you do, the “About Page” is where you tell customers what solutions and benefits you can offer.

“About” Pages are vital to your business.

It is one of the most popular pages, yet ironically, the “About Page” is often the page most neglected by many businesses.

Doing business on the internet is all about trust. Visitors to your site want to be assured that you’re a real, viable business: one they can trust. A well-written “About Us” page showcases you and the people behind your company, and makes your business seem human: a real business and not just some “international” outfit looking to scam people.

Use a picture. It’s worth a thousand words.

Including images on your “About Us” page isn’t just about making it look pretty, it’s about building trust. Go to an “About Us” page with no photos, and what do you see? A cold, distant, faceless entity. Faces build rapport. Include a group photo or individual photos of your staff, photos of your premises, sign-written company vehicles, uniforms etc. to show that you’re real. The more real you can come across, the more likely users will be to trust you and therefore do business with you.

Should I stay, or should I go?

If your “About Page” is just a rewrite of your company’s mission statement, a repeat of things that already appear on the home page, or you don’t include anything beyond some contact information, why would the reader want to stay on your site?

Visitors are on a fact-finding mission. They want to see what you can do for them, what solutions and benefits you can offer them. Most people visiting your website know nothing about your business; they are relying on you to tell them what they need to know to make a decision. If they don’t get enough of that information, the fault is yours.

You only get one chance to make a good first impression.

If your website only talks about your products or services, you are selling yourself short.

Are “About Us” pages necessary? Absolutely. Build a website without an “About” page, and you are not taking advantage of prime web real estate. We’re here to help, so if your site’s current “About Us” page doesn’t explain to visitors how you can help them, or you’re feeling daunted by the prospect of creating an “About Us” page, get in touch!

The “About Us” pages see lots of action. Do not underestimate its importance. Invest the time and energy to craft it well, and you’ll be rewarded with improved sales. Got questions? Email us about writing web copy that works.