Anybody can make a product or service look good online…and savvy consumers know that. A slick website with pie in the sky promises isn’t going to convince them that they should do business with you. That’s where your about us page comes in.
When a potential customer is mulling over the decision to pull the trigger on an online purchase, they often go to the site’s about us page to gain assurances. In fact, studies show visitors who go to a site’s about us page are more likely to convert than those who don’t.
Therefore, your about us page should help visitors “get to know” you and your company so they feel more comfortable. This isn’t the place to skimp on content. Tell them about how you came to be, why you do what you do, what you believe, and why they should choose you. The more information you provide, broken into skimmable and scannable chunks, the better informed your visitors will be and the more likely they will be to move forward with the purchase. A sparsely populated about us page can have the opposite effect, sending visitors clicking for another option.
A good about us page does more than just use friendly language and a compelling origin story to persuade visitors, though. It also must also provide proof in the form of awards, certifications, testimonials, etc.
This checklist covers all these factors and more, ensuring you have an about us page that will make visitors feel safe, secure, and ready to buy!
