By Michael Brenner for Marketing Insider Group
Did you know your about us page plays a key role in whether a web visitor converts to a paying customer? It’s true—people who visit your about us page spend 22% more time on your site overall (on average) and are 5X more likely to make a purchase.
In other words: If you’re not giving your about us page enough love, you could be losing out on revenue.
But not to worry. In this article, we’ll tell you everything you need to know to make your about us page one of the most compelling pages on your website—and one that converts new customers, too.
Quick Takeaways
- Users that visit your about us page spend 22% more time on your site and are 5X more likely to make a purchase.
- Key elements of your about us page include: a great headline, a compelling value proposition, and a unique company story.
- Including social proof on your about us page establishes your brand reputation and builds trust with your audience.
- Including a human element—like by showing the faces of your real employee teams—can make your brand more relatable and build better audience connections.
Who Reads Your About Us Page, Anyway?
Your about us page serves as a first stop for anyone who wants to get to know your brand before taking other action, like subscribing to your content, scheduling a demo, or making a purchase. It’s read by potential customers, investors, partners, competitors—any audience with a reason to learn more about your company.
And while your about us page has some of the most introductory content on your site, we also know it plays a role in determining whether web visitors will convert to paying customers down the line. Crafting a killer about us page can directly translate to more sales and revenue for your business.
But doing so is more complex than you might think. Your about us page has to appeal to a wide range of audiences and include a lot of content—all without feeling too cluttered are hard to navigate.
In the next section, we’ll break down the 5 non-negotiables to include on your page (with examples from our own).
5 Must-Haves for a Perfect About Us Page
Killer Headline
Your page headline is the first thing visitors see, and it should grab their attention right away. It should also summarize your company and what you do in 1-2 concise sentences. The goal? For someone to read your headline and immediately want to keep scrolling.
In order for that to happen, your headline must be clear, convey value, and be targeted to your ideal audience.
Here’s the headline from Marketing Insider Group’s about us page:
Our headline tells our potential customers both what we do (deliver fresh content to client websites) and the value we can offer them (traffic and leads). For a company seeking these services, that one sentence alone is enough to hook them. Equally importantly, it captures the essence of our brand in one statement for other important audiences (ex: business partners) know it too.
Compelling Value Proposition
Next, you need a compelling value proposition. Your value proposition should expand on your headline, explaining exactly how you deliver value for clients—specific benefits included—and why your company is the best choice compared to your competitors.
On the MIG about us page, we encapsulate our value proposition in a section called “The MIG Way.” It demonstrates the unique, customer-focused approaches we take to content marketing and generating traffic and leads organically.
Unique Company Story
Sharing your company story gives potential customers a glimpse into your history and experience. It also helps to build a personal connection with visitors to your site.
Your company story is often the best place to include your “why”—the reason you (or your company’s founders) started the company in the first place. Answer questions your customers care about, such as:
- What was the original purpose of your company? Is it still the same?
- What market needs, customer pain points, or opportunities did/does your company fulfill?
- How did your company evolve into where it is today?
- Are there any important awards, accomplishments, or accolades to share?
- What target customers do you currently serve?
Wrap it all up into a concise but compelling story, and you’ve got a connection point on your about us page to draw your customer into your specific company (rather than just the services you offer).
Here’s MIG’s story to help get you started:
Social Proof
More than 80% of consumers say trust is a key deciding factor in their purchase decisions, and there’s no better way to build it at the start of their buyer journey than by using social proof. Social proof caters to the idea that people are influenced by the behaviors and decisions of their peers. By sharing information about customers you currently serve, you can convince new customers to convert.
Including social proof on your about us page reassures website visitors that everything they’re reading is true and supported by your current customer base. The MIG about us page includes social proof in two ways: through current client testimonials, and by displaying logos of well-known brands who have shared our insights.
Easy-to-Follow CTAs
After visitors leave your about us page, you don’t have to leave their next steps up to chance. Include clear calls to action (CTAs) to point your potential customers toward other ways to get information about your company—including by talking to you directly.
At MIG, we encourage people to schedule a free 15-minute discovery call with me.
Perfecting Your Page: Best Practices to Follow
Once you’ve got the essentials ready on your page, you can use the best practices outlined below to make it even easier to navigate and more engaging for your website visitors.
Cut the Fluff
About us pages do have to include a fair amount of information—but they can’t include everything you want to share about your business. Include the most important information, and be concise to pack more value into every text block.
But don’t overwhelm your web visitors with too much in one place. Trust that your about us page content will be enough to keep them engaged and send them looking for more content in other places on your website.
Include a Human Component
You might have noticed my face quite a few times in the examples in the previous section—and it’s not because I love to look at myself! Humanizing your brand with real faces helps to build a connection with your potential customers.
But I also include faces of the customers sharing testimonials for MIG (like we saw above), and of my awesome team.
The point: Showing the real people behind your brand helps people relate to you and feel more compelled to connect.
Make it Visual
Incorporate your visual branding in a pleasing way on your about us page—and really, everywhere on your website. We all know it’s more enjoyable to browse a well-designed website, and frankly it makes the brand look more trustworthy and professional.
Stay True to Your Brand
Remember: This is your about us page. It should be unique and true to your brand. There are must-haves to include and best practices to follow, but ultimately you want to put your own spin on it. Make your brand personality stand out.
