The founder of Walmart is a very interesting person and wrote a book about his unique experience in order to share it. But consumers certainly don't shop at Walmart for that reason; it's the affordable prices, and the enjoyable shopping experience.
Nonetheless, you are not Walmart and you should not be.
When people shop on your site, it may not be the low prices and convenience they look for, but because you have cool products or a strong brand. What happens when you combine some inspiring stories with these cool products? Orders are generated, and that's how sales sometimes work.
In this article, we'll discuss how to create a killer About Us page that will turn your website into a powerful sales machine.
Why the About Us page is so important
Did you know that 52% of visitors go to the About Us page of a website before making a decision? This page helps build a trusting relationship with visitors, which leads to higher conversion rates for customer lifetime value.
Nielsen Norman Group found that while visits to the About Us page have increased by 9% over the past five years, user satisfaction has dropped from 5.2 to 4.6.
Because consumers want more than: this is what I am, this is what I offer. They need a compelling reason to buy your product, and you can use that opportunity to articulate how you can solve their problem.
A good page will strike a balance between who you are and what you do, while also explaining why they need you (as opposed to your competitors). In addition to telling visitors what makes you different from your competitors, you'll want to make sure you put the call-to-action (CTA) in the best possible place.
So how do you design an About Us page? Please read on...
How to design a great About Us page
Now that you know how important this page is, it's time to design one for your website!
What are you talking about? What information do you intend to provide to your visitors? What can they take away from it? You should include four items on your About Us page.
- What problem does your product solve?
People want to know this, and while this is an about you page, it's best to spell out what you can do for your customers.
- Why are you opening this business?
If you want to change the world, or just want to reduce some of the workload, tell them that people appreciate your honesty.
- What can people take away from your website?
Do you have an inspiring story, or practical tips from experience? Does your product help solve a major problem? Please tell them!
- Why should people trust you?
You can prove your credibility through this page by adding testimonials from other customers, great product reviews, certificates you've already earned, and more.
Don't be afraid to tell things about yourself, people want to connect with you and it helps gain the trust of your visitors!
How did your business start? Tell us your story! Was it inspired after an event in your life? Did your passion start in elementary school? These will help bring you closer to your visitors.
Who are you? Who are the people you work with? You need to talk about how your business has improved your life now and why you enjoy the work. Your teammates would do well to keep the same standards and have them talk about why they are involved in your business.
Both of these questions are important to give your audience a sense of who you are, who you are as a team member, and what your values are.
In addition to creating text content, be sure to provide information such as pictures and videos of your company. If staff members live in different countries and regions, or if you want to showcase employees individually, then use their headshots and describe their specific role in the company.
After careful revision, your site should feel like this: If you like XX, YY and ZZ, it will feel right at home!
Some examples that provide inspiration
In fact, there is no established formula that tells you how you should design your About Us page, but some interesting examples can inspire you.
A Better Lemonade Stand
The first screen page grabs your attention with visual elements and a trust marker, followed immediately by useful information that talks about who they are and what their goals are, with forms and call-to-action buttons inserted into the content. At the bottom of the page, visitors are also invited to join their social networks for further conversions.
This is a very unique page that begins by stating that their own website was designed using the Shopify builder! It then tells you who they are, what they can do for you, their mission statement, and the number of active stores and total sales they have.
It's very easy to ignore your page - after all, no one will actually view it, right?
Quite the opposite! About Us is probably one of the most visited pages, and if it's poorly designed (or non-existent), then you could lose a lot of customers!
So, take the time to put some effort into this page and start growing your profits significantly!
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