Many businesses do not understand the importance of a cohesive and up-to-date 'About Us' page. For many existing customers the 'About Us' page is the most important page on your website. Most existing customers already know about your services or products. For many the reason for locating you on the internet will be to find a contact number or and address or a means of reaching you. The 'About Us' page is a great place to combine this vital information with more engaging information on the company.
You may be surprised to know but these pages can often be very high ranking, particularly when users are searching using the company name as a keyword. If customers are going to be looking at the page often it is important to make it interesting and eye catching. Many companies forget this and just quickly throw a boring run down of the company structure and the names of the board.
There are a number of ways to improve your 'About Us' page and make it more fresh and appealing.
It's About You But It's Really All About The Customer - Many companies forget although this section is called About Us it really should be called the things about us the customer might actually be interested in knowing. The website is for your customers and this section should be engaging and endearing not a boring list of company acquisitions and a list of names of old fat men who mean nothing to the actual customers. Think what does our target market want to know about us and that would be a good place to start.
Be Up To Date - incorrect information on a website looks sloppy and unprofessional. If customers and clients see your website, even the about section is not maintained it calls into question the capabilities of the company. If you have a 'News' section or a 'Recent events' on the page it is imperative to keep these fresh so that users can see any new developments.
It's all in the details - there are something people expect to see on the 'About Us' page, sometime it is best to stick to the tried and tested. Users should get what they expect. It is frustrating to spend time searching for information and scrolling through pages. Be sure to include the company logo, main players, contact details, brief company history, brief company mission or vision and don't forget your company name.
Images, Yes or no? - there is a bit of difference of opinion as the whether or not it is a good idea to include pictures of your staff or board members on your 'About Us' page. Some people believe it is a good way to appear friendly and make a connection. I think it can be an invasion of your staff's privacy and can cause problems. It really depends on which business your company is in. If your company produces teddy bears there is probably no reason to fear attaching your face to your product, if your company tears out children's playgrounds or cuts down trees to build car parks you may not want your face on the internet.
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