The “About Us” page is one of the most visited pages of a website. A visitor who chooses to land on this page usually has more than the average interest in the entity behind the website. So how do you engage the visitor’s continued interest when writing your “About Us” page? Here are a few tips.
Tip No. 1: Always Keep the Reader in Mind
There could be a variety of reasons why a visitor lands on your “About Us” page. One reason might be to validate the expertise and legitimacy of the business. Another could be to find a link or a means to communicate with the entity, maybe instantaneously at the moment or at a later time.
Whatever the reason, writing your “About Us” page should have the reader in mind. Engaging the reader into a continued interest in your enterprise is the key to creating potential loyal consumers from the casual page visitor. When thinking of the content, focus on the benefits, the reasons to believe, and why you are a good fit for the reader.
Whether you are writing an “About Us” page for small businesses, a personal blog, or big corporations, remember that the basic content could be all about you, the company or the enterprise. But bear in mind that the content should showcase all the information that is most useful to your readers.
Tip No. 2: Build Trust While Being Factual
The “About Us” page is the best place to put in company facts like nature of the business, track records, awards, testimonials, breakthroughs, and milestones. How you write your content also gives the reader a purview into your core values, corporate personality and culture.
A word of caution when writing your “About Us” page for your website: Be careful not to sound too stodgy, boring or at worst, condescending. While you can talk about your laurels here, you should consciously aim to engage your readers by being more conversational in your tonality.
Tip No. 3: Be Multi-sensory
Including multi-sensory content when writing your “About Us” page can definitely amp up the engagement factor of your reader.
Adding pictures and movies about your enterprise will definitely validate your relevance among your readers. Carefully crafted multi-sensory materials can instantly create an emotional bond where words can fail. There is also the added benefit of delivering higher retention and learning from information communicated in platforms that engage more than one sensory feature of the audience.
Tip No. 4: Link up
Perhaps the most important activity that you must do when writing your “About Us” page is to: link up. The best method to ensure that you engage your reader is to incorporate a call to action. The best place to put in your call to action is on your “About Us” page. The best execution of your call to action is by embedding links.
Links can provide interaction with your reader and provide engagement that can appear to be tailor-fit to what they are looking for. There is a variety of methods to incorporate these links. Some of the basic links for reader engagement are emails and comments fields, newsletter and notification sign-ups, downloads, inquiry sidebar buttons, to name a few. These tools are useful in converting readers into future customers.
Writing your “About Us” page is a serious undertaking but should not be daunting. Just remember that in the process of choosing your content, keep the reader in mind. Engage your reader by choosing a language that is personable and sincere. Most importantly, loop your reader into your story by providing opportunities to continuously connect with their own stories.
Should you need help writing your “About Us” page, iPresence Business Solutions’ stable of experienced writers and editors can help craft your content that can engage your reader into your desired call-to-action. Hire a writer today!