Creating the Good About Us Web page (Sure, We Did It!) – Advertising Insider Group | Digital Noch

Creating the Good About Us Web page (Sure, We Did It!) – Advertising Insider Group | Digital Noch

Do you know your about us web page performs a key function in whether or not an internet customer converts to a paying buyer? It’s true—individuals who go to your about us web page spend 22% extra time in your website general (on common) and are 5X extra prone to make a purchase order.

In different phrases: In case you’re not giving your about us web page sufficient love, you could possibly be dropping out on income.

However to not fear. On this article, we’ll let you know the whole lot you have to know to make your about us web page one of the compelling pages in your web site—and one which converts new prospects, too.

Fast Takeaways

  • Customers that go to your about us web page spend 22% extra time in your website and are 5X extra prone to make a purchase order.
  • Key parts of your about us web page embrace: a terrific headline, a compelling worth proposition, and a novel firm story.
  • Together with social proof in your about us web page establishes your model popularity and builds belief along with your viewers.
  • Together with a human component—like by displaying the faces of your actual worker groups—could make your model extra relatable and construct higher viewers connections.

Who Reads Your About Us Web page, Anyway?

Your about us web page serves as a primary cease for anybody who needs to get to know your model earlier than taking different motion, like subscribing to your content material, scheduling a demo, or making a purchase order. It’s learn by potential prospects, buyers, companions, rivals—any viewers with a cause to be taught extra about your organization.

And whereas your about us web page has among the most introductory content material in your website, we additionally understand it performs a job in figuring out whether or not net guests will convert to paying prospects down the road. Crafting a killer about us web page can immediately translate to extra gross sales and income for your corporation.

 However doing so is extra complicated than you may assume. Your about us web page has to enchantment to a variety of audiences and embrace plenty of content material—all with out feeling too cluttered are onerous to navigate.

Within the subsequent part, we’ll break down the 5 non-negotiables to incorporate in your web page (with examples from our personal).

5 Should-Haves for a Good About Us Web page

Killer Headline

Your web page headline is the very first thing guests see, and it ought to seize their consideration immediately. It also needs to summarize your organization and what you do in 1-2 concise sentences. The aim? For somebody to learn your headline and instantly wish to hold scrolling.

To ensure that that to occur, your headline have to be clear, convey worth, and be focused to your preferrred viewers.

Right here’s the headline from Advertising Insider Group’s about us web page:

Marketing Insider Group’s about us page headline

Our headline tells our potential prospects each what we do (ship contemporary content material to consumer web sites) and the worth we will supply them (visitors and leads). For a corporation looking for these companies, that one sentence alone is sufficient to hoookay them. Equally importantly, it captures the essence of our model in a single assertion for different essential audiences (ex: enterprise companions) understand it too.

Compelling Worth Proposition

Subsequent, you want a compelling worth proposition. Your worth proposition ought to broaden in your headline, explaining precisely the way you ship worth for purchasers—particular advantages included—and why your organization is your best option in comparison with your rivals.

On the MIG about us web page, we encapsulate our worth proposition in a piece referred to as “The MIG Manner.” It demonstrates the distinctive, customer-focused approaches we take to content material advertising and producing visitors and leads organically.

MIG’s value proposition as it’s displayed on our about us page

Distinctive Firm Story

Sharing your organization story provides potential prospects a glimpse into your historical past and expertise. It additionally helps to construct a private reference to guests to your website.

Your organization story is commonly the perfect place to incorporate your “why”—the rationale you (or your organization’s founders) began the corporate within the first place. Reply questions your prospects care about, comparable to:

  • What was the unique objective of your organization? Is it nonetheless the identical?
  • What market wants, buyer ache factors, or alternatives did/does your organization fulfill?
  • How did your organization evolve into the place it’s at the moment?
  • Are there any essential awards, accomplishments, or accolades to share?
  • What goal prospects do you at the moment serve?

Wrap all of it up right into a concise however compelling story, and also you’ve obtained a connection level in your about us web page to attract your buyer into your particular firm (somewhat than simply the companies you supply).

Right here’s MIG’s story to assist get you began:

MIG’s company story, as displayed on our about us page

Social Proof

Greater than 80% of customers say belief is a key deciding issue of their buy choices, and there’s no higher solution to construct it at the beginning of their purchaser journey than by utilizing social proof. Social proof caters to the concept individuals are influenced by the behaviors and choices of their friends. By sharing details about prospects you at the moment serve, you’ll be able to persuade new prospects to transform.

Together with social proof in your about us web page reassures web site guests that the whole lot they’re studying is true and supported by your present buyer base. The MIG about us web page consists of social proof in two methods: by way of present consumer testimonials, and by displaying logos of well-known manufacturers who’ve shared our insights.

Social proof examples from the MIG about us page

 

Social proof examples from the MIG about us page

Simple-to-Observe CTAs

After guests go away your about us web page, you don’t have to go away their subsequent steps as much as probability. Embody clear calls to motion (CTAs) to level your potential prospects towards different methods to get details about your organization—together with by speaking to you immediately.

At MIG, we encourage folks to schedule a free 15-minute discovery name with me.

Creating the Good About Us Web page (Sure, We Did It!) - Advertising Insider Group | Digital Noch Digital Noch

Perfecting Your Web page: Finest Practices to Observe

When you’ve obtained the necessities prepared in your web page, you need to use the perfect practices outlined beneath to make it even simpler to navigate and extra partaking to your web site guests.

Minimize the Fluff

About us pages do have to incorporate a good quantity of data—however they’ll’t embrace the whole lot you wish to share about your corporation. Embody a very powerful informationrmation, and be concise to pack extra worth into each textual content block.

However don’t overwhelm your net guests with an excessive amount of in a single place. Belief that your about us web page content material will likely be sufficient to maintain them engaged and ship them searching for extra content material in different places in your web site.

Embody a Human Part

You may need seen my face fairly just a few occasions within the examples within the earlier part—and it’s not as a result of I like to take a look at myself! Humanizing your model with actual faces helps to construct a connection along with your potential prospects.

However I additionally embrace faces of the purchasers sharing testimonials for MIG (like we noticed above), and of my superior workforce.

Image of the MIG team as displayed on the about us page

The purpose: Exhibiting the true folks behind your model helps folks relate to you and really feel extra compelled to attach.

Make it Visible

Incorporate your visible branding in a satisfying means in your about us web page—and actually, all over the place in your web site. Everyone knows it’s extra pleasurable to browse a well-designed web site, and albeit it makes the model look extra reliable {and professional}.

Keep True to Your Model

Keep in mind: That is your about us web page. It ought to be distinctive and true to your model. There are must-haves to incorporate and greatest practices to observe, however finally you wish to put your individual spin on it. Make your model persona stand out.

Generate Extra Leads from Your Web site

One other crucial component of your web site is your weblog—a favourite cease for potential prospects and new leads. At Advertising Insider Group, we develop weblog content material that’s designed particularly for every consumer’s target market. Then we ship it weekly to make their blogs and web sites lively lead mills.Schedule a fast 15-minute name with me to learn the way we will do the identical for your corporation.

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