Top Tips for a Successful Website About Us Page

At this time, there are not many professionals that do not have an online presence in the form of a company website. Finding what you need on the internet, whether it is a product or a service, is second nature to millions of people every day.

With so many people now familiar with websites in every kind of genre, it is a huge advantage to have a website which is user-friendly and has a familiar layout, as people do expect to be able to get certain types of information on visiting a company’s website. Having an About Us page is one of these essential elements. It’s the page that potential customers and suppliers will look for when trying to find out more about you and what you do.

About Us pages can fall into the trap of being terribly dull but they don’t have to be. In fact, with a bit of imagination, an About Us page can be a fantastic selling point, and make website visitors want to learn more.

First of all, you need to think about photos. I would recommend you don’t use stock photography. Stock photos are of people that don’t even work for you, and can be spotted by a professional at twenty paces. Investing time and money in having some professional photos taken will really make the difference. It shows that you are willing to invest in promoting yourself, and adds sincerity and personality. Have some group shots, and individual ones of your key staff. Get a wide range of photos taken and you’ll have your own stock of photos ready to use for whatever you need them for, such as for a feature in your local newspaper. There are plenty of professional photographers who provide corporate photography services, including these Hertfordshire based photographers, Yakir Zur Photography, and Indigo Plum, who also both have pretty good About Us pages.

Next, get creative with your copy – you don’t need to stick to the norm. You do need to tell your visitors how long you have been trading, or where you operate, and who founded the company, but it doesn’t have to sound boring. Your company history can, with a bit of creativity, be turned into a story. Inject fantasy, and a bit of drama. Tell it in the third person, like a children’s fairy tale. Start with something like “Once upon a time, a little girl/boy had a dream of being the best chef/dog trainer/chartered accountant in his/her Kingdom…..” and see where the story takes you.

An About Us page is a great way of getting in those essential search-engine friendly phrases to attract organic web traffic. It is a good idea to hire a copywriter who is experienced in writing for SEO, as they will be able to advise on structure and keywords which will help to draw in potential customers. Use free tools such as Google Trends to find out the most-used keywords and phrases for your industry, and for your geographic region.

Saying that, try not to lose your company’s voice among all the technical detail. The About Us page is an amazing opportunity to show others that your company has sparkle and personality. A generic, business-like About Us page can be a huge turn-off for readers. Think about who your customers are and what they are looking for and use it to your advantage.

Try something radical and put all the About Us information on the home page of your site. Grab your reader’s attention from the very first second, and don’t make them click on sub-headings to learn about you. Tell them why you are the right company for them without them having to ask.

Most important of all – make sure the page has all the information that customers and suppliers need in order to deal with you effectively. If you only operate in certain areas, say so. If you have won awards that give you the edge over your competitors, then tell people! This helps suppliers and PR companies to target you with interesting and relevant proposals, saving your company valuable time, and helps customers make decisions over whom to contact about potential business.

Your About Us page is your chance to inform your hard-won website visitors about you and your services and products, and is a not-to-miss opportunity to create interest and delight, and turn those potential customers into paying ones!