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How to Optimize and Fully Utilize Your ‘About Us’

August 12th, 2009 | | Conversion Optimization

We recently wrote an entire series of articles on how to increase your conversion rate by creating a sense of credibility for your website. Trust me, it’s a great series. I am going to continue on this theme by exploring an element of your website that can help enhance the trustworthiness of your site but it may be under utilized: your ‘About Us’ page.

People want to do business with companies/people they like and trust. Of course, you need to display the right products to the right people in the right manner in order to get them to your website in the first place. You have to offer great deals and high quality products to get their attention. But in order to stay ahead of the competition, you need to convince your audience that you (as a company) are who they want to do business with.

So, how do you accomplish this? There are a few tactics you can employ on your ‘About Us’ page that can enhance the trustworthiness of your website as well as humanize your website and add some personality into the mix – and remember, people want to do business with companies they genuinely like.

Company history

Tell your audience how long you’ve been in business, how your organization was founded,and where you are today. Remember, there a lot of shady, untrustworthy sites out there so you should go out of your way to make users trust you.

Employee photos/profiles

A picture is worth a thousand words. Yep, I used that cliche because it fits. Users want to know that they are purchasing from, or doing business with, real people. Also, you should provide employee profiles as well (if applicable and reasonable). Again, this is just putting a face to your organization and this certainly increases your likability.

Awards/achievements

This basically speaks for itself. If you are the leader in your industry now is not the time to be shy and demure. Proudly display any awards or achievements as this will absolutely convince users that your business and website are credible.

Certifications

This one depends on the industry you’re in. Certain industries have more certifications than others. Bottom line: if you are competing in a niche that highly values certain certifications, then you need to acquire them and display them on your site. You should display information like this throughout your site and certainly on your ‘About Us’ page.

Links to your blog

If you regularly write a company blog, here is a chance to let people know. If you regularly publish articles on your blog, this lets users know that you’re present and active and available. This can also help position you as a thought leader within your industry as well. However, if you have a company blog and it hasn’t been updated in six months or longer, then you have two options: start blogging more or don’t link to the blog.

Social media info

Does your company have profiles on Facebook, Twitter, LinkedIn or any other social media site? This is a great place to display this information!

Contact info

Include a link to your contact information, or display your contact information directly on this page. Again, users want to know that you are a legitimate company and this is a great way to do so.

Of course, these elements can be present on other pages throughout your website. But culling them into one location can deliver a very strong message. You may not need all of this info on your ‘About Us’ page, or you may need more depending on the level of engagement you are seeking.

As you review your website for conversion optimization opportunities, don’t leave out this crucial element that can help increase your conversion rates and enhance your overall SEO campaign.

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