Building a Convincing “About Us” Page

Building a Convincing “About Us” Page

Posted on: 27 July, 2020

Throughout the internet, many websites—especially those promoting a business—are structured in similar ways. Over time, you might begin to realize and notice patterns or common aspects that every website has. This includes pages about policies and guidelines of the website, staff members, contact pages, and blog or article sections. Among all, one of the most common types you will typically see is an “About Us” page.

“About Us” pages have a clear purpose: identifying to readers what a website stands and works for. These pages typically serve two different audiences: brand new visitors who want to know and understand the brand being promoted; and returning visitors familiarizing themselves with your brand. Therefore, you want to craft an informative, memorable, and convincing “About Us” page that inspires confidence in both.

For many businesses and their websites, the “About Us” page typically utilizes the most basic components with little deviation. But your business can strive to be better with a well-crafted page that sells audiences both old and new.

Tell a Good Founders’ Story

Every business starts from somewhere, and oftentimes we can relate to other people’s life experiences. Simply by sharing a brief history or origin of your business can connect to audiences more than you might think. Stirring empathy in readers can be a great tool to invest them in the work of your marketing team. This connection not only helps bring readers in to investigate your website’s work but also engaging in business.

Humanizing the work consumers will read and the people writing behind them encourages trust. If a customer feels comfortable and that they can personally trust content writers, they will want to follow their advice. Additionally, sharing the relatable stories of the founders of the brand also builds a sense of trustworthiness. When the audience truly sees and feels the people behind the brand work, they want to support those people. By advocating a brand that communicates genuine feelings concisely, you have already earned a lot of customers’ attention.

Utilize Schema Matching

The purpose of an About Us page should be obvious to most—it educates visitors about a brand or company. However, it has another purpose for your brand and you as the content writer: online visibility. With the right keywords, phrasing, and information, your “About Us” can provide information to search engines such as Google.

This technique is known as schema matching and identifies different words and objects and how they relate to an idea or concept. In the case of the internet, it helps search engines connect ideas to help people find results they browse for. Furthermore, linking social media pages to your “About Us” page helps promote its results on search engines.

Propose a Clear Path

When promoting a business or producing for content writing, having a call to action can be crucial. Well-written CTAs help properly close an article, and writers post them to initiate action from the audience. From buying a product to subscribing to a service or simply reading more articles, CTAs encourage audience interactivity.

On an “About Us” page and with CTAs, you want to be clear to your audience what your purpose is. Additionally, CTAs can also make a path for audiences to take—pages to check, information to research, etc. On the surface, “About Us” pages may seem to be purely for educational purposes, but they can be far more. When you write an excellent “About Us” page, you promote a great foundation for your business and platform.

Writing the perfect “About Us” page can provide immense benefits for your website, so you want one of high-quality. If you find your business struggling to craft a great “About Us” page, you can seek help. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.

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