A crucial role in building trust
There is one page on a website that doesn’t always get the respect and attention it deserves. So much focus goes to the home page and a conversion page (such as a store or contact page), and rightfully so. Those are the first and last pages so many times that users will be on for effective websites. One of those pages that doesn’t always get the focus that it maybe should is the About page. The About page can play a crucial role in building trust and connecting with potential customers. For small businesses, an effective About or About Us page can be a powerful tool for establishing and presenting your brand, story, values, and expertise. There are a few tips and best practices for creating a captivating About Us page that draws visitors in and strengthens your brand identity.
Tell Your Story Authentically
On the About page on your website, you can share the story behind your business. When you share this story, aim to do so in a genuine and relatable manner. Doing this will make your story and experience that much more relatable to your clientele and users. You can focus on how your business began, what inspired you to start the business, and any unique experiences or circumstances that may have shaped your business’s identity. You can take this content to a whole new level by using various storytelling techniques. By using storytelling you will engage readers emotionally and make your About Us page (and businesses) much more memorable.
Highlight Your Mission and Values
Most businesses are guided by a mission and a set of core values. On your About page, be sure to clearly state and outline your business’s mission and core values. Take the effort to explain what drives your passion for serving customers. You can go into stories and instances of how your values guided different aspects of your business to get to where the business is now. This helps visitors understand your purpose and why they should choose your products or services, making it much easier for users to trust your businesses and conduct business with you.
Showcase Team Members
Another great utilization of the about page is to introduce key team members of the business. This can include founders, executives, and employees who have a significant position and role in the business. You can highlight their expertise, qualifications, and contributions to building your business and brand. Including photos humanizes your brand and fosters trust by putting faces to the names. If the business is just you, you can go into greater details about you and your passions. You can talk about how you can get all the various roles done for your businesses and what that might mean for customers looking to do business with you.
Highlight Achievements and Milestones
For so many businesses, there are various milestones or achievements that can do a great deal to show just how good that business might be. When writing the content for your About page, be sure to showcase any notable achievements, awards, certifications, or milestones that your business has reached. This adds credibility and reassures visitors of your expertise and commitment to excellence. This is not a section to just openly brag about how great your business is, but rather to show that others say that your business is great as well.
An About Us page that resonates
By following these tips and best practices, you can create an About Us page that resonates with visitors, builds trust, and reinforces your brand’s unique identity. Remember to regularly update your About Us page to reflect any changes or new achievements, keeping it relevant and engaging for your audience.
