The Importance of Your About Us Page in Building Trust and Boosting Conversions

When it comes to website pages, the home page is often the first page people click on. But in a service-based business, the About Us page often takes the second spot. For e-commerce sites, the About Us page comes in third after the “Shop” page. The reason for this is simple: people are naturally drawn to people. They want to know who they are buying from.

In today’s world, where people have access to faceless, personality-less brands, choosing to buy from a person is a personal decision. It’s a decision based on trust and a connection shared between the buyer and the seller. This is why it’s no surprise that people want to know a little about the person behind the brand before making a purchase.

Your website is like your shop front or office. While you don’t need to spend tens of thousands of dollars on your website, it’s important to understand that your website can bring in a significant percentage of your income. Investing in a well-designed and optimized About Us page can help you establish trust with your potential customers and increase conversions.

Imagine walking into a store you like the look of. You’ve been searching for a specific item and this store has it in the window. You walk in, and someone greets you warmly. They make you feel at home and you feel they want you there and can help you if you need it. This is the kind of experience you want to create on your About Us page.

On the other hand, imagine walking into a store and no one is there to greet you. You see the item you want, but there’s no one to help you buy it. You leave without making a purchase. This is what it feels like when you have a generic or no About Us page.

If the person who greets you starts talking about how amazing the store and themselves are, without showing interest in what you want, you’re likely to leave without making a purchase. This is what it feels like when your About Us page is all about you and not about the customer.

Your About Us page is your chance to make a great first impression and welcome your potential customers deeper into your website. They want to see you, understand you, and determine if you’re the right fit for them before making a purchase. If you don’t give them what they need to make that decision, you risk losing a sale.

So, how do you create an About Us page that builds trust and boosts conversions? Here are a few tips:

Show Your Face

People want to know who they are buying from. This is why it’s important to include a photo of yourself or your team on your About Us page. This can be a headshot, a group photo, or even a video. Just make sure it’s a photo that represents your brand and gives your potential customers a glimpse into who you are.

Avoid using stock photos as much as possible, and if you are the owner we need to see your face and know your name. 

If you have a shy team, you can get  a little creative with the team shots so they don’t need to have all of their faces on the internet (though it is always preferable to show your anyone who is customer facing on your website to help build trust. )

Tell Your Story

Your About Us page is the perfect place to tell your story. Share how you started your business, what inspired you, and what sets you apart from the competition. Make sure to write in a conversational tone, as if you were talking to a friend. This will help establish a connection with your potential customers and make them feel like they know you.

Find the line of “just enough info”

We don’t want paragraphs and paragraphs or details that take us off course. 

Highlight Your Skills and Expertise

Make sure to highlight your skills and expertise on your About Us page. This can include your education, certifications, awards, and any other relevant information that demonstrates your expertise in your field.

Many people put the “big awards and certificates” in pride of place, but these are really there to help back everything else up. They are more about you, and less about the reader so pop these at the bottom of your page. 

When it comes to highlighting your experience and qualifications, focus on talking about the ones that make you stand out and are different from others in your industry. (This is where the “strengths” and “point of difference” parts of a marketing strategy come in very handy!

Make it Easy to Contact You

Add a call to action button, or embed a booking form for a meeting if you are a service-based business

If you are an ecommerce business, add a shop button to take them to the best place to buy from you now they’ve met you. 

It’s easier to work out your About Us contact when you are really clear on who your target audience is, what your core offer is and how to help them build trust with you – all components of a marketing strategy and action plan. Know you need help with that? Get in touch with me (Rachel) and make a time