![]() Funnily enough, if you make the page about you, you’re actually pushing them away.Ī recent report by BBMG states that 73% of people care about the company, not just the product when making a purchase. Most businesses use the ‘AboutUs’ page to glorify themselves, talk about their mission and how amazing they are, while what customers are really looking for is to see how well you understand them and their pain. I’m not talking about a technical pain (e.g – I don’t have enough GB on my phone to save photos), I’m talking about the pain they’re experiencing in their life or work that led them to your site, what pain did they just search for on Bing? (just kidding… on Google). Rather than jumping into a ‘here’s why we’re so amazing’ list on your page, take a step back and answer this question: what pain do you solve for your customer? News Flash: Your ‘About Us’ page isn’t about you at all, it’s about the customer. If you’re ready to create the latter, (the high converting type of ‘About us’ page), here are the 4 elements you need to make sure of: “This page will help customers get to know us and feel at home” ‘About Us’ pages. “We’ve listed all the details prospects need to know about us on this page” Over the years we’ve tested many different ‘About Us’ pages and have found 4 main differentiators between them: The more likable, personal and believable you are, the more likely it is that prospects will feel comfortable to buy from you and become lifetime customers. It’s where they find out if you ‘get them’, if you’re like them and if you’re trustworthy. Your ‘About Us’ page is where you make that first personal connection with your prospect. Once we find that “click”, that thing that tells us “this person is like me”, what do we do? Instantly form a deeper connection with them, invest more in the relationship and do our best to maintain it. Simple, we search for a connection, something that links us to the person in front of us, we want to find out if this person is one of “our kind”, is she trustworthy? Do we share any common experiences? Is she credible? Do I like her? Are we similar? In a world with 7.5 billion people, we’re constantly searching for meaningful connections, trying to eliminate the loneliness and find people we can relate to. You discuss your backgrounds, favorite food, TV shows, the places you grew up at, hobbies and much more. What’s the first thing do you do? Look for similarities. Imagine you meet a new person at an event. “There is a real ROI to likeability, and exactly how big it is will amaze you.” Your company’s success is directly impacted by how trusted and liked you are. ![]() ![]() ![]() Why do so many people care about the ‘About Us’ page? well, in his book ‘Likeonomics : The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action ’ Rohit Bhargava explains that p eople decide who to trust, who to buy from and who to listen to based on a simple metric of believability. In a recent study conducted by KoMarketing, 52% of respondents said the first thing they want to see when they land on a website is a company’s ‘About Us’ page. Rarely do marketers understand the huge importance of the ‘About Us’ page. When you think about the most important pages of your site, what comes to mind? Most people think of the homepage, then perhaps their pricing page, product pages or the contact page.
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