Forming a Unique “About Us” Page
A website’s success depends on consumers being able to connect or relate to the content. Whether it is for a brand or for an individual like Neil Patel, SEO analysis expert, the website’s “About Us” page can make or break a person’s decision to revisit the site.
Patel created his first website when he was a little kid. At the time, he was unable to pay for someone to handle his marketing, so he learned early on to initiate his own marketing endeavor.
If someone were to go to Patel’s “About Us” page today, he or she would first see a plethora of “I” statements. The page reads like a personal letter and shares Patel’s career background, life story, and entrepreneurship journey. The sections are broken down into short stories of how Patel works on KISSmetrics, and experienced highs and lows when launching his Internet marketing company.
Patel’s page is a story that he ends by wishing readers success in their own entrepreneurship and encourages each person to leave a comments that he responds too.
“There are so many business options nowadays and people want to interact with a business [they] trust,” Patel says.
While there is no right or wrong, Patel says, to write the page as if it is a story being told from the very beginning to the end. Patel and one dealership group expert share further steps that any manager can take to make an “About Us” page that makes a lasting impression in the crowd.
Creating a Connection and Not a Sales Pitch
One price. One person. One hour.
James Kurtenbach, marketing director for Schomp Automotive Group for three years, created the company’s “About Us” page, a page that a customer can visit and immediately be captured by the bold colors and short, catchy slogan. With over 15 years of experience in digital marketing, Kurtenbach merged a page that focuses not on the services the company offers but on what creates a personal connection to the customer, like team photos, awards and a mission statement.
Kurtenbach says he kept information about individual team members separate from the “About Us” information because, from a content perspective, those two are church and state.
He included a drop-down bar that outlines why the company performs business around the slogan of “One price. One person. One hour.” He says he chose to eliminate any other information that conflicted with that message. Now, the page includes a synopsis of the company’s involvement in the community after being in business for over 75 years, an outline of each location and its address and a list of the most-viewed vehicles each year.
Including Key Features
An “About Us” page needs to include a story, graphics, audience engagement and a way for the user to connect back after reading through the content, Patel says.
“An ‘About Us’ page should communicate who you are, why your organization is different and what the customer should expect if they work with you,” Kurtenbach says.
While Kurtenbach believes an “About Us” page should not include only staff biographies, he does see the necessity of including that information on the website. According to his data, the staff bio page is consistently in the top 20 for page views and often surpasses into the top 10.
“We should not be surprised by this, though,” he says. “It is natural human behavior to want to know what someone looks like and have some info about them that is valuable.”
Making the Page More Creative
Managers can include 360-degree views of the office or any type of two-minute video to break up the monotony of the page, Patel says.
He says to make the page unique by not just including the positives and successes of the company, but also including stories about the bad times the company has experienced. And, Patel says to always link to any type of social media pages the business uses.
Since the page needs to be centered around telling some type of visual story, iconography can help, Kurtenbach says. Managers can use smart page layouts to segment individual points and concepts.
“Take the time to have some good photography taken,” Kurtenbach says. “And most importantly, steal like an artist.”
Time spent looking at industry sites outside of the dealership realm can provide valuable insights a dealership can implement for its personal page. Kurtenbach recommends searching, collecting and adapting those creative ideas.
Making a Gateway for the Business
A stand-out “About Us” page will serve as a gateway to more useful information for the dealership’s customer. The page should link to pages including information about the staff, directions to the store, and contact information.
“Don’t cram it all into an ‘About Us’ page,” Kurtenbach says. “Just make sure your page has the links that users can expect to see to get to that content.”
Kurtenbach recommends the page serves as a reminder of the company’s value to the community. The community aspect ensures a customer that he or she will be treated well and not taken advantage.
“If you don’t have strong things to say in that realm then you need to think more about how to improve your business than on how to improve your ‘About Us’ and staff pages,” Kurtenbach says.
If the community aspect is lacking, he does offer an alternative solution to that type of content, which is to include some positive customer reviews to build customer trust.