Most, if not all blogs and websites have an about us page.
It may seem like a trivial, small, part of your website and its overall content. However, the about us page is critical.
How can an about us page impact your site?
- Improve Sales
- Build brand loyalty
- Grow awareness
The questions is, how can you write an about us that makes an impact?
The Key is…
Be personable. People don’t want to do business with machines. People naturally gravitate towards doing business with other people. Your home page can give all the information about your products and services, but your about us page gives people a reason why they should buy from you.
For example, take Toms shoe brand ( http://www.toms.com/our-movement ), realistically they are overcharging for a pair of canvas shoes.
Yet the company has improved its sales through creating a justification in the buyers mind to pay more. Their movement of buy a pair of shoes give a pair of shoes makes the buyer feel good about their purchase.
If you look at the homepage, it doesn’t focus on that movement. Versus the our-movement (about us) page focuses solely on what their company has been able to do, how they do it, and how you the buyer has helped.
The about us page creates that personal touch for a brand. It creates a sense of brand loyalty.
How often have you heard:
[quote style=3]“Hey, I bought a pair of Toms and they donated a pair on their own!” [/quote]
Because of that buyers market for them because they are rallying behind a cause that is attached to a brand.
The cause generates awareness through becoming viral. Everyone talks about the cause, good or bad, which drives awareness. If it weren’t for a companies about us page to provide that further insight, no one would notice, no one would become attached, and no one would care.
So write a compelling “about us” page. Write something people will become attached to. In the long run it will be worth the extra time.
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