Your Most Powerful Website Page – The ‘About Us’ Page

Not all web pages are created equal. Some pages on your website receive more attention than others. This is actually a good thing because once you know what your visitors are paying attention to, you can use it to grow your business.

Almost every website has an “About Us” page. However, most about pages are severely underappreciated and poorly executed.  So maybe it’s time to give your about page a second look and a serious overhaul.

Why your about page is so important

Almost everyone who visits your website and has any interest in your business will visit your “About Us” page. The about page is visited within 3 to 4 clicks of someone landing on your website. This is a huge deal because it means that the “About Us” page is one of your most reliable opportunities to influence your visitors.

Your about page is also a prime opportunity to showcase everything that makes your business unique, noteworthy and all-around fantastic. This is your chance to tell your story and make a compelling case as to why you are the best fit to serve your visitor’s needs. It’s your secret weapon. Use it to its full potential and people will take notice.

3 traits that keep your about page from reaching its true potential

FACT: Most people waste their about page

Sticking up a boilerplate bio and a nice picture isn’t going to help you stand out in a totally saturated online marketplace. You need to go beyond the basics to turn your about page into a powerful business tool.

Here are 3 traits that keep “About Us” pages from reaching their true potential.

1. There’s a lot about you and not much about them
   

   Your about page isn’t actually about you. It’s about your prospect. Tell your visitors what makes you unique and qualified and then show them how that relates to THEIR life and how it’s going to solve THEIR problems.
   
   

2. Leaving visitors asking “What makes you different?”
   

   You need to tell your visitors how you stand apart from your competitors. And you need to tell them now.
   
   

3. Using a stuffy, computer-robot tone
   

   You probably shouldn’t be using the third person to write your about page. Use a conversational tone. Act like you’re talking to a client.

Supercharging your “About Us” page

Ready to take your “About Us” page to even greater heights? Don’t stop at catchy copy and outstanding personality. Use your about page to fuel your business. Choose one of the following strategies to supercharge your about page.

• Grow your list
  

  If you haven’t been thinking of your about page as a landing page, now’s the time to start. Feature an opt-in for your email list and give visitors an irresistible reason to sign up.
  
  

• Highlight your latest or greatest product/service
  

  Include some conversation about your newest or your best product/service and invite people to check it out. Your about page is the perfect opportunity to give people the backstory about a product/service and let them in on why it’s so perfect for them.
  
  

• Promote an event or freebie
  

  Weave updates about the cool events you’re putting on into your about page. Or if you’re not into events, tell people about a free download or consultation that they can grab right away. You’ll probably get their email address in exchange for whatever you’re giving away, making this a two-for-one strategy.

SOURCE: LKR Social Media