For many sites, visitors that find their way to your About
Us page tend to have a somewhat higher conversion rate than those that don’t.
Potential customers that do visit this page are showing a bit more than a
casual interest in what your site has to offer and are looking for additional
signals of trust.
The About Us page can play an important functional role in
the process of providing visitors comfort and assurances in your company and
your ability to meet their needs. Here you can provide specific information
that visitors both expect to find and
that will help them feel “safe” with the offerings you provide.
Company
description
Information on company such as when it was founded, primary
owners/managers, and product/service offerings should be provided. A complete
company history is not necessary, but an overview of the important aspects
should be included.
Team
Biographies
Brief biographies of appropriate personal should be provided
along with a quality photograph of each. If the biographies are too long for
this page you can easily provide links to more details on each individual. This
information helps visitors feel as if they are getting to know you and allows
them to achieve a level of comfort with who you are.
Mission
statement
About Us page should include additional company information
such as mission statement, company philosophies, beliefs, and vision for the
future. These are reassurances that let visitors know what you stand for and
your long-term goals.
Content
timeliness
Content on About Us page must be kept current and
up-to-date. Be sure that outdated or irrelevant information be removed
immediately to avoid the appearance of a “stale” website.
Additional
links
Page should provide additional links to other relevant
portions of the site such as contact page, investor relations, company news,
registration information, job opportunities, etc.
Getting all the right pieces of your About Us page in place
can improve its effectiveness dramatically. Not only will you provide your
visitors a positive impression of your company and team, but you will have
provided them subtle reassurances that may just help them choose you over a
competitor.
Stoney deGeyter runs a leading search engine marketing business with a small team of seasoned Reno SEO and marketing experts. Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy on how Pole Position marketing helps their clients succeed.
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