When visitors land on your website, they are interested in your company’s offerings. But make no mistake; they still need some convincing. People typically scrutinize before parting away with their hard-earned money. So, it is your job to guide them through the buying process – from browsing to purchasing.
One page on your website that can help you make a home run is your team’s about us page. This website section should help prospects solidify their trust in your brand. But this can only be possible if you write an About Us Page that captivates your audience and compels them to do business with you. So, how do you create an About Us Page that converts? Let’s show you how below.
Before you talk about how or what your team does, you need to consider your audience. Answer these three questions: Who are they? What do they value? How should you speak to them? The answers to these questions will define the content you should include on your About Us Page.
For instance, if your potential customers are cannabis enthusiasts, your tone should be relaxed and casual. Understanding your audience will help you capture their attention, which is the first hurdle of conversion.
Once you’ve identified your target audience, you will have an easier time creating content for them. Here are some tips to help you create a winning team about us page:
These visitors landed on your website for a reason. So, confirm that they are in the right place by explaining what your company does, the problem you solve, and the people you are in business to serve. The best approach here (and throughout this page) is to keep it short and simple. There’s no need to overcomplicate things, especially when dealing with skeptical buyers.
Ditch the boring team headshots. Use images with bright hues or images that evoke emotion in your prospects — pictures that show people having fun at work or interacting can work well here.
For instance, the individual photos of team members on this team’s about us page shows each person has a personality of their own, and this encourages audience engagement.
Also, feel free to add videos, emojis, or other visual elements to make your website more interactive. Once you understand your audience, you will create better content that will convert.
Stories are a powerful way to connect with your audience. You can share each team member’s story (their achievements and why they joined the team) or the story of your company (its history). A humanizing touch can go a long way in winning your visitors over.
The key here is t0 be authentic and let your team’s personality shine through. Also, be sure to include links to each person’s social media handles so your prospects can easily connect with them.
Your team’s about us page isn’t some page on your website where you can just publish content once and forget about them. This is a page that will grow and change over time. So, be sure that your About Us Page reflects your team’s current activity. You might also consider adding a new team member or changing the current logo – especially if your company rebrands.
Your team’s about us page is a potential conversion magnet if you know how to make the most of it.
Use it to convert your prospects into customers by creating a compelling About Us Page for your team. Also, don’t hesitate to tweak it as you go along since your team’s situation will most likely change over time.