Creating the perfect website for your business isn’t just marketing. It’s an art. The designs, the content, and the social aspects of your website come together to give your users an amazing brand experience from the comforts of home. It’s the gateway to your company culture. It’s the invitation to customers to learn about you and everything your company can do.
A good website is an art form. A poor website is just a collection of words and buttons that don’t mean anything to the consumer. The elements you choose and the content you create make the difference. A balance of good content and web design is essential. You want your users to be impressed by the design, informed by your content, and able to navigate your website easily.
One of the most important pages on your site, even more important than your product pages, is the “About Us” section. This page of your website tells the customer who you are, and why they need to choose you over the competition. This is where your brand gets the chance to shine!
Elements of an About Us Page
- An introduction of your company.
- Staff introductions or bios.
- The company “story”.
- A Call-to-Action.
- Contact information.
Your About Us page should not only tell the customer who you are, but why your company is different. It should also prompt the customer in some way to take the next step, whether that is making a purchase, subscribing to your newsletter, or following you on social media. There is no one right way to create your About Us page, yet there are ways in which you can make yours stand out.
Include photos and video.
Every page of your website should include alternative media, not just text. But your About page should feature many different visual elements that tell the story of your brand. You can include infographics, photos of the staff, promotional videos, and much more. Visual elements not only give a lot of information to consumers, they elicit an emotional response that helps your customers connect to the brand.
Share your Company Philosophy.
A mission statement is standard on an About Page; don’t make yours generic. You want to give consumers a reason to connect with your brand. They want to know what you stand for, why your company is important, and how their purchase can improve their lives or someone else’s. If your company donates or partners with a charity, tell your users about it. Studies show that brands who advocate for social and environmental causes are more successful with millennial audiences because the customer’s purchase has meaning behind it.
Gain their trust.
When customers read your About Us page, you need to show your true personality and gain their trust to buy from you. Now that online shopping is the way to go for most people, it is harder to build customer loyalty. You don’t have salespeople for the customer to connect to and ask questions, so your About page needs to serve that purpose.
For more tips on attracting, nurturing, and selling, purchase a copy of Scale Up Your Profits! here.