With your website acting as the front window of your business, you need to ensure that the right messaging and branding comes across to its visitors. First impressions count, especially as the average time spent on a website is less than 15 active seconds on a page.
An “About Us” page is common on many websites you may browse. Trying to create this insightful page of your business on the web can be daunting, as there are so many different audiences you are trying to reach. For example, there are your existing customers, investors – if you have them – and potential customers you are attempting to entice. The online audiences you’re targeting can be broad, so we’ve put together this list of the essential features your About Us page should have, no matter the audience:
A great place to start with an About Us page is to write an overview of your business. In the first couple of short paragraphs, you want visitors to clearly understand who your website represents. You should take the opportunity to share stats and numbers of your operation, and highlight key successes on this page as well.
This page is also a great location to walk through the history of your company. Remember that some audiences may be those you’ve never considered – for instance, interviewees for positions. They will research this page to get a full understanding of who they are applying to work with. The more information in your About Us page, the better the visitors to your site will understand how you run.
Utilisation of media is important in an About Us page, as it’s one of the best places to put across your branding and messaging. Use imagery and videos to help tell the story of what your business is, and use this page as an opportunity to showcase the people working for your company. Often, websites can feel like an impersonal place, and showcasing your employees helps to build trust with visitors.
What better place than an About Us page to communicate your core values, culture and unique selling points (USPs)? These can help tie in all the other pages that specifically go into detail on these particular subjects, and having such an overview on the About Us page will prove beneficial. This type of content helps to build the story of your establishment and indicates what you strive to achieve.
If your business operates in more than one location, the About Us page can be a great place to showcase this. Putting locations of your different outlets can help to sell your brand and message – especially where your customers are location-reliant.
6. Call to action
Finally, you could incorporate a call to action on the about us page. This can be effective for those interested in knowing more about your business, and can encourage them to sign up to your newsletter, for example.
The About Us page is one that attracts many audiences, so it needs to tie together your branding into one cohesive place. Combine this with an effective SEO approach and you will be onto a winning formula. If you want to learn more, speak to our team at Engage Web today.
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