When people visit a website of a company they don’t know much about, one of the first places they go to is the ‘About Us’ page. Visitors want a quick guide to who you are, where you have been, and the qualities that make up your team. The ‘About Us’ page is relevant in educating consumers about your brand and helps establish reputation and legitimacy.
To get visitors to engage with your ‘About Us’ page (and therefore your brand), implement these three tactics:
1. Start Your Story Right
Visitors are most likely going to skim your description for words they resonate with. You want to make your story as engaging as possible so they slow down and connect with your brand. Start with a hook that is empathetic to the audience, such as presenting a problem the audience has. This allows you to navigate them towards what your company does and how it will solve your problem.
As you are explaining your company and how it will solve their problem, you also need to establish your company’s relevance. You can do this by:
- Explaining your history
- Showcasing customer tutorials
- Establishing yourselves as experts in the industry
- Blend in benefits you offer as you solve the customer’s problem
Make sure your ‘About Us’ description is not too sales orientated. Customers can see through this in a minute. Always be truthful and authentic to connect with your audience on a personal level.
2. Experiment with Different Engaging Messaging
When you know your story so well, it is easy to be boring and just tell the facts. This is a surefire way to disengage visitors. You need to inject some of your brand personality into your story! If you are unsure what your brand personality is, try these four tactics to make your story more engaging:
- Use Humor: If it works for your business, try adding little traces of humor here and there. It will help keep your audience engaged if you have a lot to say.
- Explain Why: When you want to keep it simple, give website visitors a reason to trust your business and use your services. Prove to your audience that what you do is better than other companies in the same market.
- Share Your “Aha!” Moment: You need to hit your visitor with some major solution bombs. Tell your personal experience with the same problem you presented in the hook and what led you to providing the solution. This allows you to relate to the readers as a friend.
- Get Your Audience Emotional: Not crying at how beautiful your ‘About Us’ page is (although that is a great goal to strive for!). Instead, use a combination of telling who you are on a personal level and easy proof why they need your business. When you combine personal experiences with solid proof why your company is better, the visitors will respond emotionally and convert to customers.
3. Use Your Words and Photos Correctly
After you have your amazing page written, it is time to cut down on your wordiness. We all do it! Simply proofread your text a few times with a critical eye, cutting out every unnecessary word in your draft. Visitors will get bored reading big blocks of wordy text.
To help balance your text, add plenty of photos and visual aspects to engage visitors thoroughly in your website. People expect highly interactive and intuitive website design. Invite customers to interact with your brand on a personal level by offering behind the scenes, people-centric, high quality photos of your company. Visitors will feel like they know the inside track of the business and will trust your authenticity more.
This article was contributed by Magicdust, a digital agency providing website design and online marketing services throughout Australia.