Every website is equipped with an 'About Us' Page. However, as a webmaster you need to know the strength and value of such a page in order to tap its full potential. The businesses usually talk about themselves on an 'About' Page, but the focus should not be completely shifted from the targeted audience of your niche. When you are talking about your company on this page, you are walking on the right track but you should also highlight what's the benefit that the visitor will be able to avail while deciding to seal a business transaction with you. In order to satisfy the different kinds of visitors coming to your site, whether new to the site, regular ones or who approach your website to form a business alliance, the engaging factor of the 'About' Page should be reinforced. Ensuring the stickiness of this pivotal page of your site is essential to observe a higher conversion rate.
Answering the 5Ws is Essential
The 'About Us' Page should offer a clear overview of a company, its members, mode of functioning, the credits and accolades it has received and the ways to contact the organization. When a web visitor clicks the 'About' Page or lands on it, he/ she should get the answer to the 5Ws cataloged under:
Who you are? What do you do? When did you venture into the business domain? Where are you based? What plans you have sketched out to accomplish your company objectives?When you talk about your business and say who you are, hog the limelight by speaking about the company, the team members and the like. You should stress on the facts about how the organization operates when you speak about what you do. As a webmaster you need to state the years of experience in the industry since the inception of the organization. You need to spell out your area of operation. A small brief about the plan of action for achieving company goals should also be pronounced in the 'About' Page.
In the succinct information that you offer in the 'About' Page, you are addressing the top questions that can surface on the minds of the visitors. If you give the required details and information straight away, you do not make your visitors confused or dissatisfied. The questions on their mind do not go unanswered and, in turn, it helps in expanding your customer base.
Don't be a Sole Bragger
An 'About' Page is one of the chief tools in the hands of the webmasters to foster a relationship with the interested customers. Putting a personal touch so that the impersonal tone in this key page of your website is not predominant, is crucial. It is striking the balance between a firm's boastfulness and addressing the visitors interests, which counts. Establishing the connectivity with the visitors is absolutely important to increase the conversion rate. Check out the features that a well-developed 'About Us' Page of a website should have:
The content need to be convincing, not thoughtless. It should not be a direct sales pitch, but finely blended with the human angle. Put in a little history about the company It is necessary to reflect not only the company's objectives and values in a compact way, but also highlight the organization's passion and personality Let the customers internalize your business values and ethics Spell out your company's competence to make the visitors show confidence on youBuild Trust
It is the convincing factor of the content and how a webmaster represents a company in an 'About' Page, which helps in building trust. The buying resolve can only come when a visitor is able to rely on you. This resourceful inner page of a site can be a webmaster's ultimate weapon to elevate the conversion rate from prospective customers to potential buyers.
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