With all this free time on your hands it’s the perfect time to look at your About Us page and ask yourself, what do potential customers see in us? Is there anything we could do better to show the public who we are and what we believe?
5 or 6 years ago when we first got heavily into Google Analytics and understanding how website traffic works. We were very surprised to find that the About Us page on the majority of website were the second most visited page behind the home page. How could this be?! Your sales funnel pages, landing pages for new products, weekly flyer, sale items, blog, services, all of these other pages had nothing on the About Us page.
Why is your Companies About Us page visited so often?
One of the first thoughts was because people want to know “who” you are before they buy something. That makes a lot of sense in the age of Amazon. You don’t need to verify who’s selling to you on Amazon, they do that for you. But for everyone else, when we’re are buying what you’re selling we want to ensure we’re not getting screwed over (to put it blunt).
If you can provide some trusting factors on your About Us page, tell your story, show who your people are, give them ways to connect with you, you’re giving people a reason to like you.
It’s the first step in the sales strategy, turning strangers into friends.
25 Questions to help improve your About Us page.
Write your Wikipedia entry, including sources! Wikipedia is great at summarizing all the important details on a topic. Could you create your company timeline since inception?
When did you company start? Where was the first office? Who was part of the founding team?
Where did your logo come from? Who came up with it? Who’s idea was it?
Where did your name come from? 99.99999% of people within your own company don’t think this is interesting but from outsiders looking at your company this is really fascinating. Tell the story!!
Who was your first customer? What do you remember about the transaction? How did you land them as a customer? Audio Warehouse has a video on their homepage where a staff member remembers selling the first Microwave! Do you have a story from your early years?
Who’s your longest running customer? Who have you worked with the longest? Why? Can you feature them? A Logo? A Casestudy?
Who are your favourite suppliers? Why do you work with them?
What makes you different? What’s your superpower!? What’s your competitive advantage? Why do customers love working with you?
What’s been the proudest moment in business so far? What’s your greatest accomplishment professionally?
What controversy have you overcome in the past? What’s a good story you have about your starting days?
Were there moments where you wanted to give up but are glad you didn’t? Can you tell a story from those days? Don’t be afraid to make your About Us page a little inspirational!