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Why your business’s website needs a showstopping ‘About Us’ page

July 7, 2023

Ah, the good old 'About Us' page - the page that tells your customers who you are, what you're all about, and why you’re all about it.

Unfortunately, there's always been a notion that 'About Us' pages don't pack a punch. They don't have the flashy appeal of the homepage, the practicality of a contact page, or the sales power of a product page. So why bother?

Well, a lot of businesses don’t. Some just slap together a barebones overview of their company and call it a day, while others don't even bother creating one at all.

As it turns out, they're missing out on a seriously powerful marketing opportunity.

The 'About Us' page does more than just introduce your customers to your team. It forges a real connection with them, showing them exactly why they should care about what you're offering and giving them a glimpse at the humans behind the brand. It's a vital part of building trust with potential customers, winning their loyalty, and ultimately, getting their business.

It’s not just something marketers have noticed, either - the importance of an ‘About Us’ page can be backed up with stats. According to a recent study 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.

That’s a lot of people clamouring to know more about you and your business!

With all this in mind, it only makes sense to take advantage with a solid ‘About Us’ page. But how do you do it? Well, that’s where we come in.

How b4b can take your ‘About Us’ page to the next level

At b4b, we’re big believers in the power of a quality ‘About Us’ page. We've seen firsthand the impact one can have on potential customers, and we have enough website builds under our belts to know what makes one work and what doesn't. When you choose us to create or redesign your ‘About Us’ page, you can expect a page that not only grabs eyes, but keeps them glued to the page until the very end.

Wondering how we do it? We've got a bunch of different strategies up our sleeves, all customised to fit your business. But no matter which route we take, the end result is always the same: a loyal customer base who get what your business is all about, and can't wait to be a part of it.

Reliability and authenticity

88% of consumers say authenticity is important when deciding what brands they like and support.

It's human nature to gravitate towards people who think like us. When we meet someone new, the first thing we do is try to get to know them better - to find out if we have anything in common, if we can trust them, and if we ‘click’ on a deeper level.

It’s no different with brands. We don’t just look at the product or service they offer, but also whether their brand aligns with our values, viewpoint, and overall lifestyle. That's why a brand like BrewDog attracts a completely different crowd compared to, say, Stella Artois. They may sell similar products, but their audience couldn't be more different.

An 'About Us' page is your chance to lay out your brand personality and make a connection with your target audience. You can make your mission and beliefs crystal clear, so people who agree can instantly relate and decide if they want to jump on board. And the best part? It helps you stand out from the competition who haven't managed to define themselves as clearly.

We'll team up with you to pinpoint the identity you want your brand to embody, before crafting an 'About Us' page that reflects and reinforces it perfectly. Every element, from the tone of voice to the colours on the page, will come together to create an identity that your target audience won't be able to resist.

Storytelling

49% of consumers become customers after hearing a brand story they like.

Every culture throughout history has told stories, from cavemen gathered around a fire to multi-million modern film studios. Why? Simple: stories have power.

Stories have the ability to stir up emotions, give life meaning, and bring people together. It doesn't matter where a story comes from; only that it makes an impact on our hearts and minds.

This is why storytelling is such a potent tool in marketing. By incorporating storytelling into your 'About Us' section, you can provide users with a rich, memorable experience that both entertains and informs. It also helps humanise your brand - people get to know the ins and outs of your journey, instead of thinking you just popped out of thin air.

We’ll take the time to know your business on a deeper level: where you started, how you got to where you are, and where you're headed next. We’ll then spin it into an compelling story that sweeps readers up in twists and turns, all while reflecting your brand’s core values.

Team photos

A picture isn’t just worth a thousand words - it's a way to instantly put a human face to your business.

Staff photos help forge a personal connection between your business and its customers. When visitors see the faces behind the company, they can relate to real people, which makes them feel more comfortable engaging with it. Photos also add credibility by showing that you've got a dedicated team working behind the scenes. People tend to trust businesses more when they can put a face to the name.

On top of this, the bios that come with staff photos give you a chance to show off your team's expertise. Customers can find out about each individual’s qualifications and experience, which builds confidence in your business's abilities. This is especially important in fields where personal know-how matters, like consulting, healthcare, or creative services.

We've taken staff photos for tons of businesses over the years, including our own! No matter if your team is big or small, or what industry you're in, we'll capture photos (or even videos) that perfectly represent both your team and your business. We'll also make sure the style matches your brand identity, whether you want a fun and forward-thinking vibe or something more formal.

Supercharge your ‘About Us’ page with b4b marketing

Now that you've got an idea of what makes an 'About Us' page so powerful, there's only one thing left to do: let the experts at b4b work their magic and create a killer 'About Us' page for your site!

Ready to get started? We're here to answer any questions and give you more details about what we can do, so go ahead and give us a shout! We can't wait to take your website to the next level and give it the 'About Us' page your business deserves.

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