How to write a super effective “ABOUT US” page to build trust
Here is some helpful prep in composing and creating ‘About Us’ content. Do not underestimate the power of this page in your website. It’s not a bragging or boasting page. Picture yourself in the territory of “How To Win Friends & Influence People”.
Effectively explaining the company’s purpose and what it stands for provides essential support for all other website goals.
Your company’s story says a lot about your organisation’s capabilities and personality. Spotlight your company with a compelling story about how the company got its start. The best “About Us” pages give your customers an inside look at the human side of your company. Focus on the background of the founder and what led him or her to launch the business. People can relate to struggles, challenges and success despite the odds against. We love heros.
Remind prospective customers that there are people behind your company’s success. Include photos of executives and other key managers along with their profiles.
When a prospective customer visits your site, chances are “About Us” (read “Who Are These People”) is one of the first links they will click on. What they read here can make or break a decision to give you their business. A primary question is, “Can I trust this company?” When you read your ‘About Us” page do you feel sincerity, or are you hearing a real person, and would you want to do business with you based on what you just read?
Here are 2 examples to give you an idea…
http://www.daveandbusters.com/About/?f=0
http://www.nikebiz.com/company_overview/
Customer testimonials carry more weight than praise that you heap on yourself. Video testimonials are even more powerful. Remember that a real name or even a celebrity for a testimonial is gold. For very little money your can buy a Flip or Bloggie video camera and quickly capture video testimonials on a regular basis. This is powerful and convincing content for your Facebook page or YouTube.
When composing your About Us page, we can start by answering these questions:
- Why do you do what you do?
- Who are the people behind the company?
- What kind of people will I be working with/buying from?
- What does your company stand for?
