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Who are these people visiting your About Us page? Is this a big company or small? Is it a public company, private or family-owned business? How long have you been in business? What makes your company special?
What are its core values? Why should I buy from you and not from your competitor? After all, this is the one place you can and should sing your own praises. This is your opportunity to tell the world why your company is awesome.
Customers visit your About Us page to peek behind the curtain and see the people running the show. As in most things, the best answer is to find the middle ground. To avoid bragging or appearing pushy steer clear of hype.
Instead offer a straightforward presentation of the facts and figures. What benefits can you or your product provide that your prospects will value?
If you can, quantify those benefits. Tell them what problem you solve. How do you make their life easier and better? Use your About Us page to tell your visitors what makes you unique including your experience, objectives and credentials. Did you move to bigger facilities, acquire another company, or change your focus at any point?
The prospective customer would talk with a sales person or business owner to learn about the company and determine if he felt comfortable doing business with them. One of the easiest ways to begin building trust?
Then visitors have a sense of how close, or far, you are to them. So simple and yet so many businesses neglect to do so.
Every nugget of information you openly share helps inspire a little more trust. A key function of your About Us page is to inspire trust in your company. Every conversion is an indication that trust has been won.
Every new customer represents a person whose trust has been earned. Every return customer represents a person whose trust continues to be held. Visualize your prospective customers. What are their wants and needs, their objections and hot buttons?
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