How to Write an Engaging ‘About Us’ Page for your Website
Does your website have an ‘About Us,’ page that contains lackluster, boring, boilerplate copy that most people skip? Or, even worse, do you not have one at all? Every page on your website has a job to do, and a well-written ‘About Us’ page can not only help visitors learn more about you and your business, but it can effectively generate leads for you, build your opt-in list and warm prospects up so that they are more likely to work with you. Let’s take a look at how you can write a more engaging, ‘About Us,’ page that helps convert visitors into buyers and raving fans of you and your business.
News flash: It’s not really about you rather it’s about what you can do for your customers.
The purpose of the ‘About Us,’ page is not to share your company’s vision, mission and goals. Visitors will read that and click away. If they are searching for a solution to a specific problem the faster you can show them exactly what you can do for them the faster they will be ready to consider buying from you or working with you. Turn it around and focus on how you solve your customers’ challenges.
Tell a compelling story about you and your business.
Here are some ideas of topics that you can cover depending upon how comfortable you are about share specific details:
When was your company founded? What was the initial purpose of the company? Where are you located? Who are the key people in the management of your company? What goals does your company have for the future? In what ways does your company contribute to the local or global community? What special experience, skills or qualities set you apart from your competitors? What are your company’s key industry awards or achievements? What do clients have to say about your products or services? How do you solve problems for your audience? Make a bold statement and then back it up with facts.
Use this information to craft a compelling story that sets you apart and makes you stand out in the mind of your visitors.
Include a large headshot or a video
Including a large head shot can create a welcoming feeling for the page. A short, introductory video is a great way to engage visitors and allow them to see who you are and get a feel for your personality. A video really ‘breaks the ice’ so-to-speak, and can put visitors at ease.
Give them a compelling reason to sign up for your email opt-in list.
Always include a call to action on your, ‘About Us,’ page. Invite visitors to sign up for your opt-in list, but give them a really goof reason to do so. Offer a ‘freemium’ product that gives them a sense of the kinds of products or services you offer.
After you make these recommended changes to your website, make sure to take a look at your analytics and see if you notice any difference in the bounce rate on this page, and check your opt-in stats to see if you are getting more, new subscribers from your newly revised, ‘About Us,’ page.
12-07-2011, 04:11 PM
How to Write an Engaging ‘About Us’ Page for your Website 
