It gives the visitor a basic knowledge about the website, the product or service it offers and its owner(s) and other important team members. A comprehensive About Us page adds credibility to the online business and presents a mirror image of the people running it. This human touch makes all the difference.
Some important quickies for an Effective ‘About Us’ Section
- It should be clear and informative
- Easy to find as the visitor would most probably be looking for it
- Don’t hide any info that you think your visitor should know
- The owner should appear confident about his business through this page
- It is the backbone of your online business, so craft it with perfection
Following are the 7 tips/ideas that can help you create an effective ‘About Us’ page that would be useful enough for the visitor and would make him explore your website further.
It is the major part of the ‘About Us’ page. Here, you provide basic information about your business. You provide a broad view of your services and the reason why the visitors should become your customers. You can mention your company’s mission statement here. Be honest about it and write what you actually feel you can deliver. Customer is not a moron. You shouldn’t cheat your customers with fake information. It will do no good in the long run.
2. Some historical background
Tell your visitor the time since you are into that business and why you entered it. Both are two crucial elements. The former builds the confidence in the visitor’s mind and sharing the later gives it an emotional human touch. Share your dreams and aspirations that led you into starting the website. It’s appreciated by the customers.
3. Past Achievements
As the old saying goes, “actions speak louder than words”. If you had achieved any great things in the past, mention them but make sure you are not being over pompous as that can lead to a bad impression on the visitor. You can provide some stats like your business growth since its start, number of existing customers, any renowned award won, etc.
4. What’s your USP (Unique Selling Proposition)
How you are different from your competitors and why should customers buy from you? If the answer to these questions can make a place in the visitor’s heart, you have won half the battle. But be sure that you actually deliver on your USP and not make unachievable claims or superfluous promises. For example, don’t give money-back guarantee promise if your business model can’t support it later in actual practice. You can also provide some information that can raise your website above others in the competition.
5. Team and Leadership
It would be really great if you can introduce your entire team in case of a startup company with few members. In case of big online business websites, the founder members should be introduced with their respective roles. Giving credit to your worthy business partners will put your website in a respectable position. This would represent a good leadership quality that would be liked by all.
6. ‘Contact Us’ Info
Remember the golden rule – personal touch always wins over. If your customer could talk to you over phone or see you in person, there is nothing like it. Once you have ensured the above points, it is the most crucial act to build the visitors’ trust in your business. Once you win him over by providing genuine contact information, he’s most likely to be your customer.
7. Confidence is a must
First, it’s important for you to believe in yourself and your business and only then you can instill that confidence in your prospective customers. You have to be very confident about the quality of your products and services. Don’t bother about the negative influences that might be trying to bring your online business down. If you are in the industry with a strong will, the customers will surely look out for you.
Basically, just put yourself in the first time visitor’s or the prospective customer’s place and analyze what he/she should be expecting in the ‘About Us’ page of your website. Just take care of these expectations and you will have a live image of what you need to communicate through the ‘About Us’ page.