Your company “About Us” page matters more than you might think. Studies show that a whopping 52 percent of users generally want to see an “About Us” page on a company website. In fact, it's often the first page users see when they land on your store.
Of course, all pages on a website matter, as does web design itself. Good site design can be the difference between a website that flops, and one that leads to conversions. (You know, the good stuff!) Your “About Us” page is no different. If it doesn’t blow users away — if it doesn’t give them the information they are looking for — they’ll leave.
Here are five questions to ask to see if your “About Us” page is a success or not:
1. Do we have an “About Us” page and is it easy to find?
It’s important that your consumers can find your “About Us” page quickly and easily — so if you don’t have one, you’re already behind the eight ball.
Many consumers will up and leave a website if they can’t find vital company and contact information — the stuff that is usually included on or near the “About Us” page. Not only that, but an “About Us” page is one of the most visited landing pages on a company website. So not having one already puts you at a disadvantage and lets users know you’re not interesting in providing them with information they need.
Not having an "About Us" page already puts you at a disadvantage and lets users know you’re not interesting in providing them with information they need.
It also causes concern and worry — if a consumer can’t find your company information, how can they truly know you’re a legit website?
77 percent of marketing agencies find that poor UX design is the biggest weakness for brands. And not including vital landing pages or making users work for the information they are looking for can fall under this umbrella of web design DON’Ts.
So if your “About Us” page is buried in drop-down lists or menus — or it doesn’t exist at all — it’s time for a landing page refresh.
2. Are we boasting or saying too much?
Another factor that you should consider when analyzing your website and analyzing your “About Us” page is the content itself.
What does it sound like? What’s the tone? Is it in line with the other material on your website? Of course, with your “About Us” page you can add your personality. You can talk about your past, present and future. It’s a story, after all, and storytelling should be fun.
You want to give a healthy balance of informative information, and interesting facts.
But be wary of boasting. You don’t want to give a running list of your accolades and accomplishments. You don’t want to boast about everywhere you’ve been and everything you’ve done. You want to give a healthy balance of informative information, and interesting facts.
You should touch on the history of your company and its founders. You should talk about projects and clients. But you should also outline your goals and initiatives in a factual way.
3. What’s the balance of text and visuals?
We all love a good video, photo or site design. And people feel the same regardless of the kind of landing page they are looking at — which means the balance of text and visual content on an “About Us” page is vital.
You want to be fun and creative. You want to be out-of-the-box and unique. Video is a great way to do that. And so are powerful and compelling images and photographs. Your “About Us” page is a great way to show off the personality and flare of your organization, so turning to visuals is a fast and easy way to grab attention and get users engaged. If you don’t, you run the risk of looking boring and lacking creativity.
Turning to visuals is a fast and easy way to grab attention and get users engaged.
But on the other hand, relying to heavily on visuals can be a mistake. People do go to your “About Us” page for valuable information, after all, and videos aren’t always the most comprehensive medium for displaying history, goals and accomplishments.
It is unlikely you’d be able to cram all the necessary info into a two minute-long video. And if the video was much longer, people wouldn’t even bother watching it. So it is vital you find a healthy balance. Fundrise strikes the perfect balance with its use of well-spaced charts and graphs filed with its statistics and benefits.
4. Does it drive users to other pages on our website through links and CTAs?
Conversion are important for marketers, so it’s imperative that you’re taking every opportunity to drive leads and create these transactions and engagements while you can. Your “About Us” page can be extremely valuable.
You should always be providing users with an avenue for them to engage.
You should always be providing users with an avenue for them to engage. This means that opt-in lists are key. When they get to your “About Us” page have them sign up for newsletters, email lists and social media accounts. This way you have a database of information so you can reach out and interact later.
The more people you can interact with organically, the bigger reach you will have and the more leads you will generate.
Similarly, you want to drive people throughout your website. You don’t want them to land here and then leave. To do that, you need to link to other landing pages and include CTAs that give people options. “Sign Up Now”; “Follow Us Here”; Learn More” — these are all great CTAs that will drive engagement.
Interlinking is great — any marketer will tell you that. And you should be doing it everywhere — not just in blog posts. Because if you do, you’ll see numbers skyrocket.
5. Is our “About Us” page aesthetically pleasing?
Let’s circle back to design and aesthetics. Does your “About Us” page look the part? Is it balanced? Is the text and imagery laid out in a comprehensive and engaging way? Is it fun and easy to follow? Take Wild Renfrew as an example. They couple engaging images with striking white space and well-spaced text to create an About Us page that is easy to digest AND easy on the eyes.
38 percent of people will immediately stop interacting and engaging with your website and its content if it isn’t visually appealing.
38 percent of people will immediately stop interacting and engaging with your website and its content if it isn’t visually appealing. This means that your content needs to read the part, and look the part. It needs to load quickly, grab attention smoothly and give users the information they want in as aesthetically-pleasing of a way as possible.
If your “About Us” page doesn’t look good, it doesn’t matter how valuable the content is.
So you’ve gone through these questions, made the necessary checks and Xs, and now you’ve got to make some changes. It’s easy now that you know what’s wrong! A good “About Us” page is concise, pithy and informative. It gives valuable information about a company, its history, its products and its goals. It isn’t too long and boastful, but it does have personality. And it definitely looks visually engaging.
To give you a quick snapshot, your “About” page needs these things:
- First and foremost, it needs to exist. And it needs to be easy to find.
- It needs to walk that fine line between informative and boastful without being too long and exhausting.
- It needs to include a health balance of text and visuals, and the design itself needs to grab attention.
- It needs to include links and opt-in forms to drive users to interact and continue on their journey throughout your website.
- And it needs to encapsulate the feeling of your brand itself.
You’re just a few edits away from an “About Us” page that drives conversions. What are you waiting for? Have any additional questions? Leave us a comment!