The About us page of a foreign trade website is a key piece of the buying decision puzzle. This page describing the company is where the potential customer answers their last few questions. These questions will include: Can I trust this company? And, people will want to know if they can relate to the brand and if the company has any credibility in its field.
A company history can accomplish some of these goals. However, the story of the brand's development is just one of the elements that should be included on an “About Us” page. It's also important that you don't overlook the need to counter objections and sell your business.
So if you've been thinking about how you should write your website's About Us page, read on. Here are ten tips to help you develop an effective About Us page.
Writing for your target audience
The About Us page needs to resonate with your target audience. So when you write content, write it so that your customers can relate to it. For example, if your product or service is aimed at a younger audience, use the same type of language they would use. And avoid being overly formal and dry. The about page needs to contain facts that answer people's questions about the brand. But it must still be enjoyable to read and relevant to the target audience.
Think about folding.
The part of the website that can be seen without scrolling is called the first screen. And, this part of the page will be the first thing people read. Therefore, it is best to summarize all the important information. You can then expand on the relevant points further down the page. A short introductory section above the first screen will encourage people to explore the page further. And, it may immediately answer some people's questions. The key point to remember is that people should not be looking for information that will convince them to buy.
Avoid excessive speculation
You will want to sell your business on the About Us page. However, it's best to stick to the facts and avoid over-hyping your company and products. In fact, your hard sell will be on your home page and on your product pages. Therefore, you don't need to repeat the same content on your About Us page. If you are too aggressive on your About Us page, people will not believe what you say. Therefore, use statistics to prove your point and reinforce the information on your sales page. For example, the percentage of annual growth your company achieves will prove the success of your business. Customer statistics are also helpful. For example, the statement that 95% customers say they saved money using your product supports the money-saving statement on your product page.
Inspire customer trust
If you want users to move to the next level, you will need to gain their trust. And, your website may be the only experience a potential customer has with your brand. Therefore, the About Us page must demonstrate why potential buyers can trust your company. Your About Us page is practically the equivalent of a sales presentation. And, if you're face-to-face with a potential customer, gaining their trust is just as important as explaining the benefits of your product. Therefore, it's a good idea to confirm your physical address and contact information on your About page. And explain your expertise and track record in the industry.
Explain your unique selling proposition
Every business needs a unique selling proposition (USP). Therefore, be sure to explain what sets your company apart from your competitors on your About Us page.
For some businesses, recognizing a USP may seem challenging at first glance. However, you do need something to differentiate your products from those of your competitors. So, if you sell nearly identical products, you may need to look at the customer service aspect of the USP. For example, free or next-day delivery, or a money-back guarantee may be differentiators.
Tell your story.
Your brand history will be an important part of your About Us page. However, it's best to keep the record relatively short and focus on the aspects of your brand story that reinforce your brand message. Creating a timeline of how your company has evolved will generate interest. However, visitors to your site will not read overly long content. So, as mentioned earlier, stick to the relevant facts. And explain how quality, customer service and other positive aspects of your product are driving business growth.
Showing the human side of the brand
The About Us page is also an opportunity to show the real person behind the brand. And, since people connect with and trust companies more than they trust them, this aspect of the About Us page is another key part of building trust with your customers. So, use the About page to introduce key members of your team. And, perhaps, give your website visitors a peek behind the scenes of your business.
Explain your brand values
People tend to buy from brands whose values align with their own. And, in some areas, what a company stands for is just as important as the products they sell. So use the About Us page to explain to your customers what drives your brand and explain your principles and values.
For example, let's say you donate a portion of your profits to charity. In this case, it's an important fact to mention. And, if your business strives to be sustainable, that may resonate with some of your audience as well.
Make the About Us page scannable
As you can see above, there may be a lot of content that can go into an “About Us” page. However, the page that describes your business must be scannable, just like any other page on your website. In fact, some people will visit the About Us page to answer a question. So avoid turning your brand story into a long, dense text. Instead, break up the text with subheadings and use bullet points to make the text easier to read.
Don't let your about page be a dead end!
So, has someone read your about page and they like what they see? Where are they going to go next? Well, if you don't mark people to the next level, they may exit your site instead of contacting you or buying a product.
Therefore, the About page needs to lead to the next call to action (CTA). Moreover, the CTA must be persuasive and stand out from the rest of the content on the page. So use an eye-catching CTA to call on people to visit your online store, request a quote or subscribe to a newsletter. And place your CTAs at strategic points on the page where people will interact with your content. For example, at the top of the first screen and at the bottom of the page.
reach a verdict
About pages offer brands the opportunity to let their customers know about them. So tell your brand's story, but keep it interesting. Explain what makes your business different without overselling. Let your brand's personality and values come through in your content. Remember, the main goal of an about page is to get people to like and trust your brand.
