23 Sep Why Every Small Business Needs an ‘About Us’ Page That Converts
For many businesses existing in the online sphere, not a lot of focus is put on the ‘About Us’ page of the site. Why? Well, they’re probably more focused on converting users to paying customers.
However, in order to get those customers to buy from your business, you need to offer more than just the products or services you sell. Customers want to go on a journey with a business they plan on making purchases with. Knowing more about the company in general can often be what locks in a customer for the long run. It’s your conversion tool.
Why does the ‘About Us’ page matter most for small businesses?
If you’re asking yourself why an about us page is important, then you’ve probably not got one. That, or you’ve got something fairly basic and lacklustre in content. An About Us page for a small business is probably one of the most important pages to have, and here’s why.
It establishes credibility and builds trust for new users
The page itself is a great way of helping customers who want to get to know who the people behind the brand are. It’s helpful to show faces, bios and various company values or beliefs so that it can establish a relationship between you and the user.
These are the foundation blocks of credibility and trust, which will hopefully lead the users to convert into customers, sooner rather than later.
Humanises the business
With a well-thought-out About Us page, it helps to humanise what would otherwise feel like a machine. It creates that personal connection that we humans look for in every interaction, even the digital ones.
Provides valuable context
For customers, it’s good to have a page available like this one so that they can get essential information that they otherwise wouldn’t know about. From what you offer, to who you are and why you do what you do. It’s beneficial to provide this valuable context to your customers so that hopefully, they’ll stick around.
Drives conversion and engagement
Customers who visit your About Us page are likely to be more engaged, and that can drive conversions as a result. Showing that transparency as a business and purpose will attract customers who will then be more likely to purchase from brands that they align with – aka you!
What to Include in your ‘About Us’ page
So what do you include on your page so that it maximises conversions and boosts engagement?
1. A clear statement of who you are and what your business does
Be clear in what you include when it comes to who you are and what your business does. For an about us page that converts, you’ll want to highlight what your business does and who the individuals are behind the creation and management of the brand.
2. Your story
The About Us page is a great opportunity to do some storytelling. Customer connection online is improved when you have a backstory to the business. Explaining how your business idea came about or where the brand name comes from, for example. These are all details that need to make up your company’s story.
A local business story could touch on the struggles that you’ve faced in building a small business from scratch.
Mission and values
It’s good to lay out some of the company’s missions and what it hopes to achieve. Values are important to have too, and express so that your customers and those looking to convert have something that they can align with.
4. Proof of credibility
While there are plenty of authentic companies online, there are some that aren’t legitimate. When landing on a new business site, many users will look for an About Us page to validate its credibility.
Typically, on this page, you’ll include testimonials and reviews of your products or services from previous customers. It might also be a place where you mention any awards you’ve won or notable achievements. Website credibility is important, especially with so much competition on the web nowadays.
5. Photos and videos of the team or behind-the-scenes
Showing real photos and videos of the team or behind-the-scenes content can be helpful when you’re a small business needing to build website trust. It can also humanise the brand and business, as mentioned above.
6. A strong call to action
A strong call to action is helpful too, kickstarting the conversions from this page. Invite readers to contact you, book a call or check out the services or products you currently offer.
An About Us page isn’t a static page. It should evolve with the business and be part of the conversion funnel. Take a look at your own page, and make the necessary changes required to boost conversions for your company.
