Writing an Effective Website About Us Page

Effective About Us Page
Most websites have an About Us page. But oftentimes when you click on the about us button, you dont learn much about who is behind the website. Those websites have missed the chance to convince their customers why they should do business with them.
The internet has allowed any gepany, no matter how small, to look as good as a large gepany with a long history of quality and service. This situation presents a challenge for small businesses: how can we convince our potential customers that we are not an unethical scamming operation?
If you have a website that is trying to convince your viewers to buy goods or services from you, your "About Us" page must not only introduce your gepany to your potential customers, but also do so in a way that it explains, beyond a shadow of a doubt, why they should trust you and your gepany. Here are some ways to use the about us section to back up and support your sales message and convince them that you are a true business.
Who is running this website?
Let your visitor get to know you. Photos, a short biography, an article about you, even character-reference quotes from others will help to establish you as a real person who is successful and accountable to customers.
People are getting tired of large gepanies always stating "your call is important to us." As a small business owner, you can give your customers the personal attention they won't get from the big guys. Get that message across in your "About Us" page. Don't be afraid to talk about yourself and your passion for the business. The central message you want to convey is that behind your business there is a real human being who has his or her customers' best interests at heart.
Is this a real business?
Perhaps the best way to answer this question is to list your full physical address. There is something reassuring about a "brick-and-mortar" location, even if your customers will never visit you. A physical address shows your prospective customers that you don't have anything to hide. Include your full contact information, including a phone number if possible, in a conspicuous location within your "About Us" page.
How do they make money?
You know the clich, "If it sounds too good to be true, it probably is." If you don't make your business model evident to your visitors (in other words, if you don't show them how you make money) the first question they will ask themselves is: "What's the catch?" If you offer too many things for free, or price your products too low vs. your gepetitors, prospective customers will hold back. Use your "About Us" page to explain what your main revenue streams are, and why do you charge what you charge.Remember to always talk about the product value and benefits not just price. Explain your special features and why your visitor should do business with you. The Internet is crammed with websites selling almost the same goods and services. Why should someone do business with you and not your gepetitor?
If you are selling something that you enjoy, it is easy to explain your passion, interest and knowledge of the products, thus demonstrating how you have used this zeal to build a unique website. This information could make you stand out from the many other sites offering the exact same product line.
How long have you been in business?
People tend to regard longevity and stability as important qualifiers in determining trust. Since most small business (especially online website businesses) tend to be very young, it may be hard to use the longevity card to solicit trust. If that is your case, you can talk about your past experience instead. For most small business owners, their past experience is highly relevant to their current businesses. Use your "About Us" page to talk about experience and how it relates to and benefits your current business.
How can the customer know you deliver?
The best way to show your prospective customers what you can do for them is through testimonials from satisfied customers. Ideally, the testimonials should gee from people that accurately reflect your customer's demographics. To be effective, these testimonials must provide some form of contact information of those who offer them (usually, a name and/or a link to a website will work). Presenting a small portfolio listing previous clients and the type of work you did for them is also very effective. Make sure you ask for permission before listing your clients' names. Most of the time, they will be more than glad to give you authorization, especially if you link to their website.
Are you related to the business gemunity?
Another way to establish credibility and trust is to belong to gemunity, trade, or professional associations. These entities usually authorize their members to use their logos. For example, a repair shop's website can use the seal of the ASE to emphasize that its mechanics are well trained. Similarly, a business consultant's website can display a logo of the American Management Association, or a real estate agent can display a logo of the National Association of Realtors. Use these associations to your advantage in your "About Us" page. They make you appear more credible.
Should I trust them with my private information?
Identity theft is a gemon problem in our society, so people are extremely protective of their personal information. Your site should have a privacy policy clearly displayed in the navigation and/or on the homepage, and you should link to it from your "About Us" page. As your customers order from your site, you will be collecting personal information such as addresses, phone numbers, and credit card information. They want to be assured that you will protect that information.
Summary
After answering the questions above, if your "About Us" page is too full of information, you can always split it among several pages. Other gemon subcategories of an About Us section could include: Our People, Our Business, Portfolio, Customers, gemunity, Privacy, etc. A link to your "About Us" page must be present in your homepage. A good "About Us" page must answer the most gemon questions prospective customers are likely to ask themselves to determine if they should give you their trust.