Revamping Your “About Us” Page For Better Conversions

The About Us page might be the most misunderstood and neglected page on your website.

About Us pages are usually put up at the last minute. Very often, they don't exist for any reason other than “Well, we've got to have one.” And precious few business people give serious thought to the visitors who will actually be reading about them.

But believe me, people do read that page. For many online shoppers, it's not just your products, your prices, or your service… it's also your story that motivates them to click that opt-in button.

People navigate to that page to learn something about you — and if you miss the mark, you're losing out on an opportunity to move prospects further down your sales process.

So what do visitors really want when they click on About Us… and how can you deliver it to them?

Um, Who Are You?

I'm always shocked when I find an About Us page that goes on and on about the company and never mentions the people behind it.

Sure, it's nice to know how long the agency has been in business… but who do you feel like calling: ABC Insurance Group Incorporated or Joan Smith, licensed insurance agent?

People want to put a face on your company. At the bare minimum highlight a few of the key people your prospects are likely to interact with. And a photo that shows your friendly, smiling faces is great for warming up hesitant prospects.

And while you're showing off who you are, you should also spell out what makes you different from all the other agents out there. Put it in a bulleted list or say it in a few snappy sentences, but don't let prospects leave this page without learning why you are the only agent they should work with.

Why Should I Trust You ?

A prospect who wanders onto your About Us page is looking for a little reassurance. They want to know you're someone they can trust doing business with.

This is a good place to show your industry memberships, awards or community honors. Add the logos when you can (like to the Better Business Bureau) to borrow from their built-in credibility. Got testimonials? Put up your best one and then link out to a separate testimonial page.

What Can You Do For Me ?

Your About Us page is also a good place to reinforce the value you offer your prospects. Sure, the page is “about” you… but deep down, your prospects are more interested in how you're going to help them .

You can say something like:

Help Prospects Take The Next Step

Now that your page has answered your visitors' most burning questions, escort them to the next step in the process. Most About Us pages drop the ball here, leading info-sniffing prospects smack into a dead end.

Do you want your prospect to fill out your online form, or call you?

Spell out what you want them to do in a no-nonsense way:

Don't Be Boring

If there's one thing most About Us pages have in common, it's how boring they are. So don't be afraid to loosen up a little. Sure, you should remain professional — but showing a little of your personal side can really win over prospects.

I'll show you what I mean. Go to the About Us page of any giant company. 9 times out of 10 the language is so dry it makes your eyes cross.

I don't want to name any names, but check out this example from a well-known bank:

See what I mean? Those facts and figures might be nice if I'm looking to invest some money in their stock. But what if I want to open a checking account? They don't give me a compelling reason to take my business to them.

Use everyday language and make it easier for prospects to understand what you offer them and why they should trust you:

There are lots of ways to make your About Us page more engaging, exciting, and useful to your prospects. Give yours a tune up and turn that “dead end” webpage into a crucial step in your sales process.

- Jeremiah Desmarais, Norvax
Questions or comments? Email him at jdesmarais@norvax.com