Why an ‘About Us’ Page Should be About You
One of the easiest ways to let your visitors know you’re interested in them and have the right solution for their needs is to eliminate the word ‘me’ and use the word ‘you’ in your website copywriting. There is one page on your website where you should indulge yourself in a little self promotion though and tell your visitors all about yourself and your business. The ‘About Us’ page on your website is the perfect opportunity to show your personality and let your visitors get to know who you are.
Although blogs and social networking websites do allow businesses to show their human side, many businesses don’t have the time or the know-how to make the most of these tools. The ‘About Us’ page then is a necessary place to let your business guard down and let your visitors in. As the saying goes ‘people buy from people’ and they’re much more likely to buy from an approachable and qualified business than from a faceless corporation. Below is a quick guide to writing an ‘About Us’ page that appeals to your visitors and will persuade them to purchase from you.
- Include a brief company history
Don’t be tempted to write paragraph after paragraph of every event that’s ever happened at your business – it may sound harsh but most people won’t care. Instead of excessive detail, opt for writing a few lines which briefly introduce your company and include only relevant and interesting information.
- Introduce yourself and your staff
Many ‘About Us’ pages feature profiles of company staff including a photograph and short, fun interview which is a great way to show your visitors who they’ll be dealing with at your company and who provides your services. It’s important that these profiles fit the tone of the rest of your website and are appropriate for your company and website visitors though. If you run the company yourself then you could use the ‘About Us’ page to give the impression of a larger business by introducing yourself and then focusing on the company credentials.
- Share your experience
The amount of experience you have could be all it takes to convince your visitors to use your company over a competitor so make sure you include a brief overview of how qualified and experienced you are. Some of this information may come under individual staff profiles so it’s a good idea to include more general information here. Key credentials to include could be any awards your company has won, any major clients you’ve worked for, how long you’ve been in business and any professional bodies you are a member of.
When you’re writing your ‘About Us’ page make sure that you get the tone of voice right as if you are too corporate or too friendly the page may not fit with the rest of the website copy. A website copywriter will be able to give advice on what tone of voice is right for your visitors.
