Remember how we had a hard time back in school when someone would ask us to write a paragraph about ourselves? We had a lot to write and yet never had the ‘right words’ to put it across. The same holds true for most businesses out there while creating an ‘about us’ section on their website. So here are some conversion rate optimization tips for creating an about us page that converts.

Even though any website’s analytics will show that the about us page is actually one of the most frequented web page, businesses don’t really spend too much time on crafting it.

Crafting the perfect about us page is like finding the right balance between selling your story to the customers while also remaining relevant to them. And most businesses fail at doing so!

So here are 9 effective, easily applicable conversion rate optimization tips to create an about us page that works for your business:

1. Start with your audience

We have a general tendency of talking about ourselves – our problems, our challenges and so on. But that’s not something your customers want to know; what they seek for is someone who speaks to them on a “personal” level- someone who gets them.

So here are a few things to keep in mind:

  • Dedicate your opening statements to your audience – their challenges and objectives. It needs to address the reason they are there on your website in the first place.
  • State some facts to subtly let your visitors know what you can offer – from the number of new products you offer every month to how many people are using them, it could be anything.

For example: Blog Tyrant opens its about us section with a catchy headline – ‘About Me and You’. The section that follows is segmented into two parts – a brief history about Blog Tyrant and about the ideal visitor.

conversion rate optimization tips - start with audience

2. Let your customers speak for you

When was the last time you invested in a product just because they claimed they were the best in the market?

The first thing a person does on stumbling across a product or a service he is interested in, is check the credibility. And this often results in them resorting to reading existing customer reviews. If luck is on your side, all the reviews will work in your favor. But if it isn’t, you’re just going to lose a possible conversion.

While reviews are not in your hands, the platform they seek out to for these reviews, certainly is – your about us page. Including a few testimonials from happy customers will prevent the visitor from going to any other platform for the same. This rules out the chances of them coming across a very negative review.

Here are a few things to keep in mind when including existing customer proof to your web page:

  • Use the customer’s full name and any relevant details to add credibility to the review/testimonial.
  • Include photos of your happy customers alongside the testimonial. People tend to trust faces more than words.
  • Include awards and accreditations you have earned over time. This is a great way to satisfy the need of a reassurance in customers.

For example: FortyOneTwenty let’s its customers do the talking for their business.

conversion rate optimization tips - forty twenty one

3. Make use of different forms of media

What did the history book in school look like? All sorts of boring. Except the pages that had a few pictures to break the monotony of text!

Similarly, to catch your visitor’s attention, you need to create a web page that is a treat for their eyes. Consider making use of different forms of media – photos, social timelines, videos, infographics, etc. And if people do really want to know ‘about you’, you need to put your best foot forward.

So apart from offering relevant information regarding your business, incorporate strong visuals and design on your website. Here are a few things you could include:

  • Team pictures – while working or individual head shots so people can see clearly who they might interact with in future.
  • Videos to capture moments while running your business – great to deliver the marketing message to visitors with a very short attention span.

For example: Grove likes to show its customers their life with it via different types of media – images and videos primarily.

conversion rate optimization tips - groove

4. Share your story

Every brand has a story. Even if it is not interesting, a focus on making your business more ‘human’, will only increase your website conversions.

So get creative and share your story with your target audience. You could create a timeline from how you started to where you are today. The page can also include stories of customers who were happy with the product.

Here are a few things to remember:

  • Don’t be afraid to share the smallest of challenges you faced while setting up your business. This helps add the required personal touch to the web copy.
  • Don’t forget to mention the key elements of your business’s growth to keep the visitor’s interest alive.
  • Include customer ratings and social sharing icons.

For example: Moz uses a timeline format to narrate their story and highlights all the milestones they made on their way to reach where they are.

conversion rate optimization tips - moz

5. Ditch the industry jargon

While an acronym filled copy is going to make you feel like a genius, it will the exact opposite response from your visitors. People don’t really want to know how much industry knowledge you have; what they do want to know is what’s in store for them.

Here are a few things to keep in mind:

  • Start a conversation. The style you adopt can depend on your business’s overall image, but do make an effort to write in such a way that your copy feels ‘friendly’.
  • Don’t use headings or titles like ‘Our Company’ or ‘Our Journey’ – even the slightest of vagueness can result in people missing the entire point.
  • Create copy that people not just read through till the end, but somehow relate and agree to as well.

6. Tell them how to reach you

Most of your website visitors try and find out where the business is based and how they can contact them if required. Being transparent about your contact details creates a sense of credibility in the eyes of the customers. After all, every one today lives in the fear of being fleeced by some online business!

Here’s how you can incorporate this point on your about us page:

  • If not the full address, state your city and town so that your potential customers somewhat know where you are.
  • Ensure your contact details are up to date; you might just lose a customer if he can’t reach you in the first go.
  • Include all your social profile handles so it is easy to follow you.
  • Add skype details if possible; especially if you deal worldwide.

7. Consider people’s opinions

Yes, you know about your business the best. But asking your colleagues, friends, clients or family for their opinion on it, is definitely a good idea. A third person’s perspective lets you understand what can make your business stand out in the eyes of your audience.

Here are a few things to keep in mind:

  • When asking for an opinion, don’t force your thoughts on the person as it might alter his choice of words.
  • Ask for indirect feedbacks from people who might not know about your business at all to get a first hand review of the ‘first impression’ you make.

8. Don’t be inspired by everything

Did an about us page of a business impress you? Do you think of creating one for yourself on the same lines? Think again. While all those examples are truly impressive, they might not really be the right fit for yours.

Remember, your about us page needs to be a reflection of your business as well as your industry. Just to create something that matches trends being followed by others, might result in you losing sight of your end goal.

Even if you can’t do everything that others do, here are a few things you most certainly can:

  • Even if your website isn’t very visual, you can include some candid photos of your office or team. But make sure they follow the same format as the rest of the website.
  • Maintain a consistent look and copy tone to achieve brand authority, and make the first interaction easy.

9. Don’t skip testing

There are no set rules to create a perfect about us page – just like the landing pages. Treat your about us page as a work in progress and keep testing it to make it better. Check your analytics from time to time to understand which sections are receiving the most amount of interaction, and which elements are of absolutely no use on the page.

Also track the amount of time the visitor spends on your about us page – this will help you understand how much information they are seeking about your business. Make sure the page is accessible via all devices – you need to cater to both mobile device and desktop users.

Also read: 6 A/B Testing Ideas For Your Website 

Over to you

What is the one must follow rule you think is working wonders for your business’s about us web page? Feel free to add to this post and we’ll definitely test it out too! 🙂

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Vanhishikha Bhargava

Content Marketer at Exit Bee. Most of the times found trying to create compelling copies for blogs and digital campaigns, keeping a watch on what's happening on social media or ranting on Twitter. At all other times, not found.

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