The “About Us” page is one of the most important pages – and often most visited – on any company’s website. For most businesses, the messaging is first created at the early stages of the website’s design and most likely has not been reviewed since.

However, while you may not be paying attention to it, potential customers are. It is the page where most visitors go to learn more about a company, the products and/or services offered, the company leadership and other pertinent information that will turn a visitor into a customer.

So what does your About Us page say about your company? Take a moment to read it and ask if it still accurately describes and reflects the characteristics of your company. As the old saying goes, “You never get a second chance to make a first impression.”

If you find your company’s About Us page no longer hits the mark, here are a few tips to consider on how to refresh it.

• Share the basics. Provide readers with the basic information about your business including the company’s mission and goals, what you can provide and who you service, even how long your company has been around. Always include key contact information (i.e. main phone numbers, customer service phone number, a fax number, email) and a physical address. If your company has several locations, include a mention of this fact and create a separate “Contact Us” page.
• Make a connection. With the advent of social media, consumers want to know more about a company and feel a connection. To take this page beyond the boring and unapproachable, share some of your company’s personality with your visitors. Offering some insights as to how your company first started, the leadership and what they are passionate about will help create a personal connection that will foster a customer’s affinity to your brand.
• Establish trust and credibility. During the past few years, there have been countless incidents that have given consumers ample reason to lose trust or become skeptical of businesses. When developing your About Us page, use language that establishes your credibility and communicates your company’s values. Also, mentioning awards or honors your company has received, community service programs your company supports, and clients you have partnered with can go a long way in building trust among your current and future customers.
• Incorporate social media. If your company has a presence on social media, the About Us page is a great place to share your company’s blog and/or subscription buttons for your Facebook, Twitter, LinkedIn, YouTube or other social media channels. Potential customers will most likely visit these sites to see what topics you’re discussing, and if they feel a connection to your company, they are likely to buy what you’re selling. Also, if you create any type of video content for these platforms, consider featuring it on your About Us page to make it more dynamic.
• Revisit the page. Now that you have created your new About Us page, don’t let history repeat itself and let it fall to the wayside. Think of this page as your company’s resume and keep it current with recent company announcements, awards and clients. Also, watch your site’s performance using Google Analytics or another monitoring service to see how the page is trending and where visitors are clicking through. This will give you a good indication of what may need to be modified or enhanced depending on the results.

What information on your About Us page resonated well with your customers? Do you find About Us pages a valuable resource when researching a company? What type of information do you look for about a company when you consider engaging in business with them? We would love to hear your thoughts.