Effective About Us Page Design and Content – How to Hook on Your Online Visitors
“You never get a second chance to make a first impression,” – you’ve probably heard this statement many times. It isn’t easy to object to these wise words. Undoubtedly, the first impression is vital on the web, and it is in real life. Getting to know people in real life is not a simple task. Getting to know people online is even more difficult. Unfortunately, when you are online, you can’t meet your visitors with a charming smile and shake hands with them. Your only weapon is a smartly built website, or, to be more precise, the effective About Us page design and content.
It’s quite evident that the About Us page is one of the most important pages of any website. Why? Just think of your own Internet behavior. Imagine that some website has caught your attention with its products. However, you’ve never heard of the brand before. What will you do? Of course, you’ll click on the About Us page to learn more about the brand. And namely, this page may become the determiner of your further actions. To put it simply, the About Us page will help you decide whether to take some action or leave the website. That’s why it’s necessary to take good care of your About Us page design and content.
About Us Page Design or Content – What Is More Important?
If the answer “Both” wasn’t the immediate and the only one possible you had, then you shouldn’t skip this section. Besides, there aren’t too many thoroughly thought out About Us pages on the web. The problem is that most website owners concentrate only on one of the aspects: either design or content. So, some of the pages look great but have boring and useless content. Though providing you with all the necessary information, others fail to hook you because of their terrible look.
Before starting to create or upgrade your About Us page, there’s one thing you should always bear in mind. About Us, page design, and Us page content are the two pillars of your success. Moreover, they are equally important and should be mutually complementary. To cut a long story short, only the About Us page with great content and attractive design have a chance to convert your online visitor into a customer.
How to Create an About Us Page Design Worth Reading – 10 Efficient Tips
Honestly, there’s no one-fits-all solution or an exact formula for an effective About Us page design. However, there are several wise steps to follow to make your prospects fall in love with your brand. We’ll gladly share them with you in this article. What’s more, we’ll spice them up with some visual examples for your About Us page design inspiration.
1. Get Your Concept Across
There are plenty of things you want to tell your visitors about your brand. You are eager to share your history and success, tell about your values, and introduce your team. Indeed, all this information is crucial. However, your main task is not to overwhelm your page and your visitors with it. Consequently, the primary thing is to thoroughly select the info you really need to convey your message. Unless your About Us page design and content fail to get your concept across, any other actions are entirely useless.
First and foremost, you are to concentrate on your brand’s unique identity. Answer the questions like
- Who are you?
- What is your mission?
- What sets you apart from your competitors?
That’s an excellent solution, to begin with, an inspiring mission statement. Try to keep your message short and clear, not more than two sentences long. Honestly, you’ll never impress your online audience with clichés. Hence, take time to brainstorm the ideas to make your About Us page hook on your visitors from first sight.
2. Carefully Organize Your About Us Page Design
Perhaps, there are not many people who enjoy mess and chaos when they need to find something quickly. As a rule, the absence of logic and clear structure of any web page irritates its visitors. As a result, they almost immediately quit such a page to go on with their search on another website. So, not to miss your potential customers, you are to take good care of your About Us page structure. Bear in mind that a well-organized About Us page not only pleases the eye of its visitors. What’s more, it makes the information easily digestible.
3. Share Your Brand Story
Probably, you won’t be surprised to hear that an About Us page shouldn’t be just a set of facts. Your whole page is to tell a single coherent story. It’s up to you whether to make it serious or funny. The only requirement here is to keep it informative, engaging, and personable at the same time. A good story can humanize your brand and provide context and meaning for your product. In other words, it’s a perfect way to gain your visitors’ interest and trust.
Of course, when we say “story,” we don’t mean a plain text. Undoubtedly, your About Us page design is also its indispensable part. On the best About Us pages, design and content go hand in hand, thus reinforcing the story. For instance, a hero image can merely replace hundreds of words. Simultaneously, a simple layout and clean white space will make your page look sleek and professional.
Showcase What’s Happening Behind the Scenes
Do you have a fascinating story about how your business got its name? Please share it with your audience to make your name and brand more memorable! Showcase what’s happening behind the curtain to become more trustworthy. People love reading about companies’ stories, making them feel part of something special. Let users take a look at your business’ history, and they will want to become your client at a blow! Rest assured, your visitors will appreciate the behind-the-scenes glimpse of your business on the About Us page design.
Tell Visitors What They Want to Know
As you consider your About Us page design, imagine who your audience is. Firstly, imagine what is most important to your potential clients and make those facts the most prominent. Please include this information early in your About Us section or highlight it with a subhead, or any other way. Secondly, visualize your prospective customers’ needs and expectations. Follow the example of a magazine or television program that designs their About Us page using one’s visitors’ languages. Keep in mind that your copy must relate to your loyal and prospective clients’ specific needs. Moreover, please do your best to tap into their emotions and motivate them to take action.
4. Make About Us Page Design Visually Exciting
Nowadays, it’s common knowledge that visuals are more comfortable to skim and absorb. That’s why they are a must-have of your About Us page content. A healthy dose of high-quality photos and a short video or even two can significantly impact the level of interest your page arouses.
Your key information represented via a timeline or other infographics can capture the attention of your visitors in no time. So, if you haven’t used an infographic maker yet, it’s high time to learn. The variety of visuals will continuously keep your online audience engaged. However, to be effective, every visual element should be carefully thought out and brilliantly executed.
5. Include a Unique Value Proposition
Another crucial piece of advice is to reinforce your powerful About Us page design by introducing your company’s values. Complement your story of who you are and what you do with the description of your principles. Explain why the product or service you offer is essential to you and matters to your clients:
- get real and skip the generic stuff;
- emphasize a few good values;
- don’t select buzzwords to unleash your company’s potential;
- get personal to win over the most cynical prospect.
Give yourself some time to think about what you’re most proud of. Showcase your audience that you are serious about product quality, and you’ll definitely win over the hearts of potential consumers!
6. Focus on Your Customers Needs
Has it ever occurred to you that your About Us page isn’t about you? It’s human nature to be concerned with our own problems. While searching for a product online, we’re all about ourselves. The initial thing that matters is what a brand can do for us. That’s why an effective About Us page should be customer-oriented to the maximum.
- Dedicate your opening statement to your visitors’ objectives.
- Demonstrate the value your product offers, namely to them.
- Show that everything you do is done with clients’ needs in mind.
- Try to avoid acronym-infested or too professional jargon; otherwise, your online visitors may fail to understand you.
- Talk to your audience with simple, unambiguous words.
7. Introduce Your Team
Do you know that online visitors tend to respond to About Us pages containing the company staff’s photos better? It’s not surprising, as it’s easier to take genuine, live people than an abstract company. Consequently, the pictures of your team members can increase your brand recognition and trust.
There are no strict rules for these photos to follow. They may be face or full-length portraits, show your staff at work or focus on their hobbies.
However, there are two essential things to remember. First of all, never mix photos from different sources if you want your About Us page to look professional. Turn to a specialist not to kill your About Us page design. Besides, be careful with the image extensions. Learn the pros and cons of each type of image extension to make the right choice and not overload your website.
Seek to Inspire Trust
The About Us page is likely to be one of the most frequently visited sections of the website; therefore, you’d better work on it correctly. As most of your prospective clients will check your About Us page before making a final decision about your services or products, you have to make it look and sound trustworthy. Showcase that your business is reliable for 100% to inspire trust in your audience.
Forge a Connection with Loyal & Prospective Clients
Think about your About Us page design as Facebook, Instagram, and LinkedIn concept. These social networks are essentially a collection of About Me pages, so don’t discount the importance of this page, as it’s an excellent tool for forging a connection with your customers:
- Consider how your visitors could connect your manager or you directly.
- Be honest and sincere.
- Don’t be afraid to show who you really are.
- Demonstrate your experience.
- Establish handy contact forms for rapport with your customers.
8. Give the Proof of Your Success & Expertise
Maybe, one of the best ways to state that your brand is trustworthy and deserves attention is to let your customers speak instead of you. What can better prove your professionalism than your customers’ testimonials? They will definitely act more effectively than your own words. So, don’t hesitate to include some on your About Us page.
Besides, don’t forget to showcase your awards if you have any. There’s no doubt that they will influence the final decision of your online audience greatly.
9. Use Eye-Catching Calls-to-Action
Whereas your About Us page tells your brand’s story, why not use a call-to-action button to complete it logically? Don’t leave your work unfinished – push your visitors towards some action. For example, offer them subscribing to your newsletter or make an appointment.
If you neglect this opportunity, you may lose potential customers. After reading your About Us page, your prospects may click the back button or go to another random page. As a result, you miss a chance to determine their next step.
Hopefully, now creating an effective About Us page doesn’t seem a daunting task to you anymore. Of course, you’ll have to spend some time and effort to make your About Us page design and content perfect. However, believe us, this game is worth the candle!
10. Keep Your About Us Page Design Updated
Do you want to be relevant to the market? Update your About Us page design from time to time!
Don’t be afraid to analyze your competitors’ About Us pages to see what works and collect ideas you can apply. Once your company evolves and grows, you will be able to load new information to this section so that your customers could be in the loop. Besides, you can break your About Us page into easy-to-digest sections if it starts getting too long.
Conclusion
Summing up, these are the tactics to a winning About Us page. It will take you about a few hours to implement the steps mentioned above. And once you’re done, you will be impressed with how quickly your website visitors will turn into your clients. Take these ten ingredients to create a stunning About Us page design for your brand on your own, and start boosting your business today!
