Making engaging About Us pages that inspire action

A key reason why webmasters and business owners overlook the quality of an About Us page is because they feel it doesn’t relate to product enquiries or the exciting benefits and values that other product pages do. Neglecting the About Us page however, can do damage to product and conversion pages themselves. The main people who read your About Us page may be looking to build some understanding and trust before ‘taking the leap’ to buy or contact you, or they may simply want the feel of some human personality to know they’ve found something unique. Because of this, you need to make sure that you are doing what you can to stand out, represent, and invest your ideals into the readers mind in this space.

 

Give vital Information

What do you actually do? How do you do it? Finding this information is probably the reason why about 90% of your users are on the About Us page to begin with. Try not to delve deeply into impressive statistics or what your strong beliefs about your industry are before confirming with potentially high-end users that they’ve definitely come to the right place.

 

Get personality and benefit across clearly

When we discussed the importance of conveying a consistent feel and attitude across logo, brand name, headings and more, this also applies to the About Us page/s and can be achieved fairly simply.
Think about what personality is going to be consistent from introduction to giving information and to sale, and how that can be conveyed in your language. Are you a highly experienced firm that is proud of its achievements and has historical points of interest? Are you a fun and exciting gym that loves all of its members? Whatever your stance is, it needs to come across in your writing in such a way that your audience immediately picks up on the vibe and feels included. When they leave your About Us page to look at products or content, they should continue with the same mood you set them up with.

 

Be social

Does your business have a figurehead that is commonly involved in several aspects of customer interaction? Be sure to list them right at the top with a happy profile picture and description.
Are there also key staff members that make the business what it is? Be sure to list them and their positions as well. Some websites list their staff with descriptions a whole new web page in an effort to engage the idea that certain fields of services or outcomes are handled by very personal and professional experts.

 

Give proof where appropriate

Testimonials and success stories have several homes on most websites, and the About Us is a great place to list your best. Be sure to cover the scope of your key services and benefits, and don’t get stuck into the details - your user should be able to simply understand how their needs might relate.
Other helpful aspects to include are authentication and awards. Keep it short and sweet as you may need to update this regularly, and provide some simple imagery to get the point across. If you have some stand out strategic partnerships or previous users be sure to list them.

 

Use simple and effective design

Layout, colouring and design elements should allow users to begin and finish reading where you want them to in the most straightforward way possible. Although, this is easier said than done… here are some ideas that might help you out using the UK Coca-Cola About Us page as an example.

‘Introducing our business’ kicks your journey off with prestige, you don’t even have to click on the article to learn the big impressive numbers they want you to know.
‘Our Leadership Priorities’ gives an up to date nod to the company’s Corporate Responsibility, which does wonders for their public image and what you quickly learn about the brand’s personality.
After the big boxes about where the company came from, what they’re up to now and where they’d like to go is done, you have a mini-library of options to choose from and continue to become engaged with the business. And on the side of these pages is a constant ‘browse our brands’ option users notice that makes it all worthwhile!

 

Finally, think about your SEO, and links to more options

Hopefully after reading other Online Marketing Guides, this is already in the forefront of your brain whenever you’re making new webpages or testing out new marketing ideas. If there’s a logical path to calling you after an explanation of the team; add a link to ‘contact us’. If there’s a small spiel about the helpful information you give to your followers, share a link to subscribing or your social pages. Remember to make sure that your hyperlinks are smart and SEO primed.

 

Finding the mix of writing, design and SEO difficult?

Career Exchange can help allied health clinic websites to get back on track with engaging webpages so that you can increase your influx of natural interest. Our team has the design, writing and SEO marketing capacity to tackle almost any challenge and we are geared to the clientele challenges that allied health Australia face. To chat about what might be possible contact 03 9670 9590 or email info@careerexchange.com.au.