How to Increase Sales With Your “About Us Page”

Very often people think of their about us page as a corporate dumping ground or an afterthought – something that has to appear on a website, but are baffled when it comes to working out what exactly needs to go on there.

This is a real problem, because the “about us page” is a key way to build online credibility – and as you’re already aware, customers only buy from people they know, like and trust. So lousy about us information = lousy sales!  This problem worsens, the more expensive the products and services are, so it’s vital that you get the about us page right.

Here are 3 ways to improve your about us page and make sure customers know more about your business.

1. Communicate your USP Clearly.

Many visitors arrive at your site directly from the search results – and guess what’s listed on the search results page along with your website – your competitors. They are only a click away. You can’t afford to be lax.

Of course it’s important to have a professional, intuitive website, but if visitors don’t have confidence in the organisation behind it – sales and profits inevitably suffer.

By adding your (unique selling point) USP, you are encouraging the visitor to see value in what you do, and also differentiate your business from your competitors. What’s more if you don’t tell prospective customers about the benefits of buying from you, no one else is going to – right?

Explain how you solve people’s problems quickly and easily – that’s great information to include on your about us page.

2. Provide Bios of Key Staff

Ultimately, people buy from people they feel comfortable buying from, even when those people are part of a large organisation. When you use your about us page to demonstrate the charisma and personalities behind your organisation, the unique knowledge and skills you possess etc, you make your business more likeable and trustworthy in the eyes of the user (customer). It helps to combat corporate facelessness and promote the idea of expertise, honesty and integrity.

3. Offer a Brief History of the Organisation

Visitors want to know that the company they are buying from is not just being run from someone’s back bedroom. Adding information about the organisation’s roots to your about us page is helpful. It doesn’t need to be a dry piece, describing everything in minute detail. Try to keep it interesting and “personable”. Perhaps mention some impressive statistics, list awards you have won or reference magazines articles and interviews published about your business.

Have a review of your about us page – is it helping or hindering your business? Fixing your about us page can be a really quick fix and boost your sales.

If you have some comments about how you have improved your about us page to improve your online credibility, just add a note below.

If your business needs some in-depth training on how to improve online credibility, check out my comprehensive course, the Website Success System, which has a whole module on credibility and how customers perceive your business online. Getting rid of showstoppers like this is critical to increasing your online sales and securing the long-term future of your business.