Is it enough to just market your product and expect an influx of leads pouring in every second? Yes, if you’re chasing one-time buyers and not brand evangelists. When it comes to building a memorable brand, the most crucial component is trust.
One way to do this is by explaining why your company exists and what it is about. And an effective way to achieve this is with an About Us page.
As far as converting leads is concerned, the About Us page builds credibility and integrity for your brand, discarding any apprehensions your customer might have while making the purchase decision.
Don’t just take our word for it! According to a survey conducted by KoMarketing, 52% of respondents said that the About Us page is the first thing they want to see after landing on the company’s website. But why is it so?
The simple reason is: People decide who to buy from, who to trust, and who to rely upon based on the metric of believability. Your conversion rates are directly proportional to how much trusted and liked you are. And an about us page is an excellent conversion tool that gets the sales revenue ball rolling.
But, keep in mind that customers don’t just want to know the product details – they want to connect with your business on a personal level. Some key questions your About Us page should aim to answer are:
- Who are you? What kind of people work in your team?
- What are your company’s vision and mission?
- What is the story behind your brand?
- What pain point is your product/service solving?
- How different is your company from the competitors?
- How can your products improve or change customer lives?
- Where is your company today?
- How far has it come since its inception?
Steps to convert leads to customers using the About Us page
The best About Us pages pull back the curtain on the business and showcase the belief that makes it happen. Take the visitors on a trip down memory lane and elicit trust for making the conversions.
Remember, you will be providing information about your business, but your motive should be to demonstrate how that information serves the needs of your potential customers.
Follow these steps to generate leads from your About Us page:
Tell Your Realistic Story
Be it B2B or B2C; stories help prospects connect with your brand on a human level. There is always some hesitation surrounding new purchases, and by showing your human side, you can demolish those barriers and increase the likelihood that a prospect purchases your product/service.
You can tell your founder’s story, company’s story, how it has grown into what it is today, or even a customer success story to build social proof. Readers who identify these stories inch closer to your brand and enter the buying funnel.
Make It About Your Customers
Most businesses use the About Us page to boast about themselves and discuss how amazing they are. Rather than jumping on to the ‘here’s why you should buy from our amazing brand’ list, take a step back and answer: what pain do you solve for your potential customer?
Conduct customer surveys, join communities on social media and not just gauge their pain but also the language they speak to describe that pain, the solution and their desires for the product. Their replies would be solid gold for your business.
Incorporating this will ensure that whenever a potential lead lands on your website, they’re so satisfied with your product’s offerings that they can’t resist buying the product and finally pull out their hard-earned money on your business.
Talk to Them, Not at Them
‘Write like you talk’ is probably the best advice to get into your customer’s head. When your prospect opens your About Us page, they aren’t looking for information about your company hierarchy or a jargon-induced description of your brand.
They are searching for someone who speaks to them, someone she can resonate with, and nod at the screen in agreement while saying – “Exactly.”
Make the section personal and straightforward. That means even when you’re talking about your team members, introduce them in a friendly tone or showcase an emotional side of them through your content. This simple tonal change will effortlessly solve all their doubts and convert them to actual buyers.
Don’t Just Say It, Show the Proof
The final piece of a customer-centric and trustworthy About Us page is visualization. Right images and videos trigger emotions and catch the attention of your prospects quickly. Most high-converting photos are testimonials, videos from past clients, client transformation, etc.
People are far more convinced and likely to buy from you if they see concrete results/information about your products. The key is to use the right kind of infographics or client wins that will establish believability and make your customers stop and stare at the information depicted.
Include a Straight-Forward Call to Action
Until now, your prospects have read about you and established a firm understanding of your product/service. Now, the next step is to make them take action. Show an attention-grabbing and direct CTA that redirects your visitor to the next step.
Some examples of a compelling CTA are:
- Sign up for a free trial
- Browse our products
- Subscribe to our newsletter
- Call us for an estimate
- Schedule a consultation call with our experts
- Buy our products
Just keep the CTA short, crisp, and easy to understand.
Giving stellar conversions for your products–your website deserves an About Us page. It provides a golden opportunity to tell your story and business’s vision and mission, persuading your prospects to hit the ‘Buy Now’ button.
However, filling your ‘About Us’ page with generic information doesn’t cut it anymore. You need an innovative approach that humanizes your brand and sets it apart from the noise.
To make it more fool-proof, monitor your conversion rates, explain how you can solve your customer’s pain points, communicate effectively, implement an irresistible CTA–and watch your sales figures reach soaring heights.
How do you generate leads from a landing page?
Add a straightforward CTA, Highlight your offers, add testimonials, and Highlight your offers.
How to generate leads from the about us page?
Include a CTA, tell your story, make sure you write how you are solving your customer's problems, and add testimonials.