Every book, article, and seminar on business webpage design says that you have to include an about page. The problem—or at least what appears to be the problem—is that it ends up being the page completed last and as such, not a lot of thought goes into what it should say.
Ironically, this is one of the most important pages on your website. It’s where you gain the trust of your potential customers, establish your authority, and prove that you’re not the next small business that will be here today and gone tomorrow.
Here’s how to dress up your “about” page to impress your current and future customers.
Stay Away from Buzzwords
Before you redesign your page, read the pages on other sites. Think about how you react to the words you are reading. If you’re like most, it means very little to you when a business calls itself, superior, the region’s leader, innovative, or any of the other overused and not-so-creative buzzwords littering the business world.
Instead, get specific. Maybe your business is the region’s leader. If it is, list the facts that support that claim. Customers don’t want to read your opinion of yourself. They want to see hard evidence to back up your claims. If you can’t prove it, don’t say it.
Embrace Your Smallness
If you’re a small business, don’t try to sound like a major corporation. Don’t use terms like “corporate offices” if your office is an extra bedroom. Don’t talk about your “multiple locations” unless they truly function as part of your business.
Being a small business doesn’t mean you’re less successful. You have the ability to provide personal service to your customers—something the major corporations do not. Own it and be proud of it.
List your accomplishments but don’t fill the page with all of your awards, honors, degrees, and positive press. A few of the most notable honors are enough. If you want to list all of your awards, make a separate page. There’s a fine line between proving your qualifications and sounding as if you’re bragging.
It’s not actually about you. Yes, the page’s title is likely, “About Us” but that doesn’t mean it should be all about you. The function of the page is to communicate to your customers what you can do for them. If you were sitting with them pitching your business, what would you say? Moreover, what would you not say?
Avoid Stock Images
It’s not hard to find a good-looking stock image online but people can spot one a mile away. Use company images instead. In fact, candid shots of employees, your storefront, and customers are how businesses use images today.
In the social media age where people are used to candid photos, establish trust by giving them a glimpse into your business—not just the sign outside. Save the stock footage for blog posts.
Post Customer Logos
Give your important customers a little bit of exposure by posting their logo on your about page. List them as notable clients or key partners.
Not only do you establish credibility for your business, advertising for your customers is a great way to give back to those who have been loyal to your business.
Once you’re done with your “about” page, take a look at your other pages as well. They should all follow these same guidelines.