When you’re crafting your “About Us” page on your site, you want to accomplish a few things. First and foremost, you want to earn the trust of your audience. Along with that, you want to communicate the important things about who you are, what you do, and why customers should choose you, all in your brand’s unique voice. Your “About Us” section is where customers go to get an idea of your authority, quality, and trustworthiness—and yes, all of this can be communicated in just one section of your site. Below are ten things to include on your “About Us” page that will build trust and lead to sales.
Show Your Face
Showing your face is one of the most effective ways to make customers buy in to who you are and what you’re selling. Human beings are naturally drawn to faces in photographs and print. Having a professional picture of you and your team not only puts a face to the brand, but it can actually incline your site visitors to like you. Faces capture attention, build trust, and evoke emotion. If you have a pleasant expression, your potential customers will naturally mimic you and your demeanor. A smile on your face translates to their face, and then that happy feeling will be associated with you and your brand.
Use Your Brand’s Voice
You’ve heard the expression of being “on brand.” This is so crucial when you’re writing your “About Us” section for your site. This section of your site has to match the rest of your branding or it will seem inauthentic, crushing the trust you’ve built.
If your brand is snarky and sarcastic, include that wit in your “About Us.” In the same way, if your brand’s voice is gentle and compassionate, communicate those same characteristics in this section of your site. Your “About Us” is where everything a customer might know about your brand comes together, and you have the opportunity to say exactly what you want to say in the exact tone you want to say it. As you’ve probably heard in branding, consistency is key, especially here.
Tell Your Story
People love a good story. And good storytelling can make customers love you even more. Take advantage of this to tell your brand story and gain the trust of your readers.
A good brand story has four components: problem, solution, proof of success, and continuation. How you choose to communicate this is up to you, but you want to be interesting, make customers part of your story, and build a community with it. While you’re at it, accentuate the humanness of your brand. The more the customer can relate to you and your brand, and the more connected they feel to you and your product, the more they’ll love you and choose you over other brands.
Explain How You Are the Solution
Every customer is looking for a solution to their problems. Your “About Us” page is the perfect place to show that you are the solution they’re looking for, and your brand is the one they ought to choose over all others.
You might list your credentials, certifications, or awards, or even big projects that you’ve completed. Name your customers’ pain points, show that you’re the solution, and help them see that you’re the best option for them.
Your “About Us” is largely about what you have to say about your brand, but words aren’t the total focus. Just like with the rest of your site and branding, the design elements on this part of your page are important. You want to come across as professional and authoritative, and you can accomplish that in your design.
Professional, well-done design shows that you strive for excellence in all that you do, starting with design and overflowing into your products and services. And when people know you do good work, they’ll trust you.
Include Your Contact Information
Make yourself available to your customers. Be sure to include your mailing address, physical location, email, phone number, and even social media handles on your “About Us” page. If customers want to get in touch with you but have no way to do so, whether for a product inquiry, returns, or even just to give a comment, you’ll not only frustrate them, but you’ll lose credibility.
Write to Your Audience
Keep in mind that your target customer base will be reading your “About Us.” Anticipate the kinds of things they want to know and are interested in and speak to that. They should feel both informed and endeared to you after reading, and, as a result, they should feel like they can trust you.
Bear in mind that this is not the space to use jargon. Don’t make your customers feel confused or devalued because you might be speaking over their heads with industry-specific language that they aren’t familiar with.
Give an Intimate View of Who You Are
Customers want an inside peek into who you are and how you do things. Your “About Us” is a great place to give glimpses behind the curtain, providing customers with an intimate look inside your brand and your business.
This might feel counterintuitive, but customers want to know as much as you’re willing to tell them. Embrace their curiosity and allow them into your world. If you go out of your way to employ ethical business practices, let them know. You could also use other media forms to give a sneak peek, like pictures of your facilities, preproduction meetings, etc.
Keep Facts, Avoid Hype
In an age of influencers and social media staging, your customers can sniff out hype better than ever, and they don’t appreciate it. When talking about your brand, stick to the facts, and stay away from hype and exaggerations.
Be proud of who you are and focus on the simple truths about who your brand is. Customers love sincerity. In fact, they crave it. They’ll appreciate you, and you’ll build trust with them when you shine a light on facts and leave out the hype altogether.
Create a Connection
The most meaningful things we can create as human beings are relationships. Now even though you can’t have a relationship with every customer, you can in fact create connections with them. In your “About Us,” you can foster a community among your customers and a connection with your brand. When your customers feel like they’re a part of what you’re doing, or that they have a meaningful connection to you, they will trust you. And when they trust you, they come to you to meet their needs.
As you can see, there are many ways your “About Us” page can win your customers over. You can give site visitors a genuine picture of who you are, what you stand for, and why they should trust you. When you craft your page intentionally, you can build deep trust with your customers, and you can establish the foundation of a business relationship that will last for years.