Optimizing Your About Us Website Page

‘About Us’ page gets a significant number of visits.  Yet it is the most underutilized page on most websites.

However, when you take an in-depth look at this page, it clearly is not built with conversion – or even customers – in mind. Webpages seemed to focus more on pleasing the businesses employees.

You often find a bio for the founder, but other than that, there are usually just pictures of employees and rarely their titles or bios.

But more importantly, no real understanding of who they are, how they can help a customer, or why the customer should trust them.

The only clear qualification they had to be trusted by a potential client was a face. (After all, what client would trust a person without a face to handle their account?)

Understanding the Role of Your Company’s About Page in Conversion

For a lot of websites, About Us pages are an afterthought. Or at the very least, not considered by marketers in the customer journey

But for certain companies – like companies that have a complex sale, offer services, or otherwise require high levels of trust – the About Us page can be a key part of the customer’s decision-making process. Here are some reasons why:

  • If the customer is purchasing the services of an individual or group of people – attorneys, medical professionals, advertising agency, etc. – they may click to the About page to understand who they will be working with before filling out a lead form or calling a phone number
  • If an influencer is considering recommending a company as a vendor, they will search for information to justify why they are making their recommendation
  • If the customer is coming to the website from an ad and has never heard of your company or brand before, the customer may simply want some reassurance that it is a legitimate company before considering a purchase

And as the customer journey gets deeper with your company, the About Us page becomes even more important.  Customer interest in company info is higher in the Negotiation and Purchase phases than in the earlier Awareness and Research phases of the buying cycle.

Following are some ways to optimize your company’s ‘About’ page to increase the likelihood of conversion.

Humanize Your Company

There’s nothing wrong with having employee pictures on your About page. But they should have a purpose and communicate value to the customer, not just be a set of pictures.

For example, to compete with larger competitors, you can treat your ‘About’ page like a social networking site to highlight your employees’ passions.

As with any social networking site, each staffer’s profile includes a button so visitors can contact that individual directly.  And you can even promote the ‘About’ page on the website.

Reduce Anxiety

Anxiety in a marketing context is defined as “a psychological concern stimulated by a given element in the sales or sign-up process.”

Your company’s ‘About’ page can help reduce customer anxiety by building up your company’s credibility. The About page is a great place to include credibility indicators like:

  • How long the company has been in business
  • The size and scope of the company – revenue, number of employees, amount of sales, number of locations, number of stores your product is sold in, etc.
  • Biographies of key company leaders, which could include their education, previous companies they worked at, professional accomplishments, awards, how they have helped similar customers, etc.
  • Company awards or other recognition
  • Brief mention of press coverage with a link to a more complete page
  • Information about a parent company, industry memberships, or other key affiliations
  • Prominent customers your company works with

Communicate Your Company’s Primary Value Proposition

There are four essential levels of value proposition your website should communicate to visitors.

  1. Primary Value Proposition

Your company needs a primary value proposition, which is the answer to the question: “Why should your ideal prospect buy from you rather than any of your competitors?”

But many marketers stop there. However, every action you ask every type of customer to take requires a value proposition. Whether you’ve taken the time to state it explicitly or not, your potential customers subconsciously (and sometimes consciously) ask themselves the value (for them specifically) of taking any action you ask them to take.

  1. Prospect-Level Value Proposition

The best way to use this visual is from the inside out. As I said, start with the primary value proposition (which depending on your role within the organization, you may or may not have a hand in crafting), and then break out which key prospects you are targeting with your marketing.

For each prospect, you should answer this question: “Why should [PROSPECT A] buy from you rather than any of your competitors?”

  1. Product-Level Value Proposition

Now that you’ve identified your prospects, which products are you trying to sell them? Each product requires its own value proposition, which you can craft by answering this question: “Why should [PROSPECT A] buy this product rather than any other product?”

  1. Process-Level Value Proposition

For example, while a potential customer may first get brought to your website from an email or ad that links directly to a product page where you should lead with a product-level value prop, the About Us page is an opportunity to clearly communicate your company’s primary value proposition.

A forceful company value proposition will provide a clear, credible, appealing, and exclusive answer to the question “If I am your ideal customer, why should I buy from you instead of any of your competitors?”

As I said above, every action you ask a prospect to take requires a value proposition.

Now that you’ve identified a value proposition for each product you’re trying to sell each prospect that aligns with your company’s primary value proposition, you have to craft a value proposition for each conversion step associated with a specific product.

Here is an example question to ask yourself to help identify this process-level value proposition: “Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?”

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