Some business owners shy away from drawing a lot of attention to the face behind the company. They may not want to have an “About” page on their website because they would rather remain behind the scenes. However, your company’s “About” page is, well, about more than just you. It should show the personal side of your company, highlight your history, go back to your roots, and demonstrate your passion for your industry. It should also show how you have grown and evolved over the years to perfect your product or services so that you can better serve your customers.
At Anchor Wave, our team of content writers and digital marketing experts specialize in writing website pages like your company’s “About” page. After two decades of experience, we’ve come to realize that the About page can be one of the most powerful and important pages on your entire site. Read on to learn why it is so essential.
Show the People Behind Your Company
Your website’s “About” page allows you to turn your company from a nameless, faceless corporate machine into a group of real human beings who are passionate about their work and genuinely want to connect with their customers. Introducing your team is one of the quickest ways to showcase the personal side of your business, giving faces and stories to your company.
Showing the people behind your business is one thing, but showing what they collectively stand for is another. That is why listing elements like your mission statement, goals, commitments, passion, and dedication, are so essential for building trust; these show that your company stands for more than just profit, but is aiming to attain something grander while supporting individual employees and their community.
Tell Your Origin Story
Everybody likes a good story, and the same is doubly true for a business. Your “About” page gives you the chance to tell visitors where you started, where you came from, and where you’re going and highlight important events you achieved or overcame along the way. Not only does this further humanize your company, but establishes your legacy and connection to your community.
Whether it is from humble beginnings or a great idea, every business has a great story to tell, and your potential customers want to listen.
Build Trust and Confidence
The “About” page gives an opportunity to reveal the personal side of your business, but is also a place to express what sets you apart from the competition. With your “About” page, tell your readers the WHY—why are you in this industry? Why do you and your team do what you do? What problems can you help them overcome and why is that personal for you? Why should they pick you over anybody else?
Answering these questions displays a confidence in your own abilities, building trust in your ability to overcome obstacles and forge unique and powerful solutions.
Display Your Accomplishments and Accreditations
Your “About” page should be many things: introduction, story of your business, and a place to answer why you are an expert in your field. However, it is also an amazing trophy case for your accomplishments and accreditations. Sure, this page is for you to build trust and personalize, but that doesn’t mean you can’t use it as an opportunity to toot your own horn (in fact, you should!!!). Highlight your CV or list your education, qualifications, areas of study, and any special certifications or accreditations you and/or your team have achieved. List talks or lectures you have given, special industry events or continuing learning opportunities you have attended, partnerships you have forged, and specialized training you have completed.
Many customers search for companies with a history of success and recognition. When using your “About” page as a trophy case, you proudly display that you have the proof of your own success; accomplishments and accreditations which prove you are a leading expert in your field, with experience, recognition, and success to back it up.
Trust the Experts at Anchor Wave
Creating an “About” page can be very intimidating. It functions as so many things, and can act as your business’ first real impression on a potential customer. If you’re not sure where to start in creating or writing your company’s “About” page for your website, don’t worry—our team content writers in Tucson, Arizona at Anchor Wave can help.
Our team has helped countless businesses find their voice and build “About” pages which build confidence and trust in potential clients. Call us today or contact us online to learn more about the benefits of a well-written “About” page in your website design.
