8 Tips for Writing a Converting About Us Page

Tell Your Company Story and Convert Visitors into Customers

converting about us pageYour About Us page is one of the most visited pages on your site. It is also an important landing page during a prospect’s journey to a purchase. 

In B2B marketing, we often get caught up with day to day marketing tactics and we forget basic best-practices like a well-crafted About Us page. Exceptional About Us content provides prospect customers with all the necessary information to make the decision of whether they would like to do business with you. It is your chance to sing your own praises, so use it wisely and tell the world why your company rocks!

Consider the following tips for crafting B2b About Us content that converts your visitors:

  1. Keep it simple. The most effective About Us page is simple and straightforward. Start with your company story and transition into what benefits your services or products provide that prospects will value. Keep it as short as possible, 3-4 mid-sized paragraphs maximum.
  2. Share a brief and factual company story. The company story should include the who, what, where, when, and especially why details of your company history. It seems obvious these questions should be answered on your About page, but be sure to switch gears and look at it from your audiences’ perspective. Does the content describe your capabilities? Does it explain why you’re uniquely qualified to offer the services or products you sell? Be sure to showcase what makes your company unique.
  3. Inspire trust. Honesty is important in a relationship, including that of a company and its’ customers. Allow your visitors to know exactly who your company and employees are. Be transparent and open about humble beginnings, or share a relatable short story. This accomplishes a level of trust to transform a visitor into a customer because they feel comfortable with you.
  4. Get personal. Use first-person singular (I) or first-person plural (we) when creating your About content to make it more approachable and personal. Your prospect customers want to know a real human is behind your business.
  5. Be predictable, but not too predictable. Don’t be afraid to surprise your audience a bit because let’s be honest… Who doesn’t love a little surprise? Consider spilling a company secret, a little known fact, or even fun facts about the company. An employee spotlight is another interesting way to add extra personality and show who your company is. A little creativity will go a long way.
  6. Include testimonials from clients or customers. If you have approval or endorsement from industry experts or customers, find a way to work it into your About Us page. Testimonials build meaningful brand trust.
  7. Pictures tell a story. Include real photos of you and your team instead of stock photos. It doesn’t need to be anything formal, it could simply be a picture taken in your work environment. When visitors can associate a friendly face with the company it will feel more human and relatable. 
  8. Don’t forget your address and contact information. The goal of your About Us page is to convert visitors into customers. Call them to action by including your contact details! It should also include your social handles if applicable.

A well-crafted About Us page is the perfect way for your B2B industrial company to showcase your value and convert customers. Don’t overthink the writing process. Be genuine and demonstrate your value and your prospective customers will love you.

And, if you need a partner to ensure your B2B online marketing efforts are producing results, contact SVM.

Still not sure whether you should improve your About Us content? Take a look at the About Us, Who Cares? blog post to get a better understanding of the benefits of a well-crafted About Us page.

For an in-depth look at B2B content marketing, take a look at our guide.

About the author

Online marketing strategist on a mission to help B2B businesses effectively reach their target audiences and convert them.

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