Okay, so let's move on and talk about your website's About Us page. To many, this is the easiest page to write. I mean, let's be real, it's about you and your company. Now this is something you can really sink your teeth into, right?
But, let's take a step back and consider what about your About Us page is important to your customers. This page should include your story or the story of your company starting with the founder. This page is where you can toot your own horn and toot it loudly! This is where you need to shine and load on the awards, the team environment, the accolades and certificates, as well as your mission and values.
This page is not another place to list the services or the type of quality work you do.
The About Us page might be the 3rd or 4th page that your visitors will access after your homepage, your services, then your portfolio. If they have reached this portion of the internet, then they are really interested and want to learn more. This is where you can further distinguish you from your competitors.
This is where you talk about your company's purpose... why you exist... what your values might be... the culture. This page should encapsulate the company's interior.
Some section you could include:
- Mission Statement
- Company History
- Founder's Story
- Company Values
- Company internal photos and videos
- Certificates and Awards
- Public Speaking or Keynote Conferences
- Community Volunteering or Support
- Company Timeline
Elements that can help you stand out:
Company quirkiness. I know it may need seem very professional but sometimes that little bit of weirdness about you or your team can help endear you and set you apart. Do you participate in the annual Santa Clause parade? Maybe you are the head organizer? Do team members enjoy playing pranks on each other? Is the V.P. hiked the Appalachian trail? These are moments that should be expressed and celebrated.
Be yourself. This is the not place for acronym-infested jargon. For that matter, do your best to reduce jargon on your entire website. This is where you need to get real and express some personality.
Smile! Yes, I know. You are serious business owner with serious business. But do your best to show off a company that enjoys what they do. Smile.. Big!
To help you create an About Page that can help convert visitors, I've attached another worksheet that might help you create this page: https://gxweb.site/worksheets-about-us
If you'd like to learn more, I wrote an article about putting your mission statement on the website: https://globalspex.com/why-not-to-put-your-mission-statement-on-your-website/.