“Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as 'sophisticated,' 'desirable,' 'innovative,' 'friendly,' and 'trustworthy’.” (Nirmalya Kumar)
Most people commonly overlook their About Us page often neglecting the fact that this page can be optimized efficiently to yield substantial conversion. The About Us page is perhaps the most neglected webpage but at the same time this page gets directed with a significant amount of organic traffic.
In the following article we will be offering you tips on how to utilize this often sleeping page to its true potential and optimize this page in such a way that it leads to conversions.
Many of you must be considering the following question, what is so important about the about us page that you should actually pay concentration to it. To obtain the answer to this question you should check your analytics page or put blind faith in us that the “About Us” page is one of the most heavily trafficked page in your website.
The second question that must be lingering in your head is why your About Us page is so important? The answer to that is the fact that when people are considering your company as to whether they should buy from it or not, they check your about us page. If your about us page manages to easily grab their attention; they convert and this conversion will be visible in your analytics. If it is a sleeping page like it mostly is they will most likely overlook and navigate away.
Usually, about us pages are boring. When you now that your about us page can play a crucial role in the amount of conversions that occur on your webpage it is suggested to break away from the normal drifts and try out something different. Most of the about us pages are based on the common bland stuff such as talking about awards and various certifications. We suggest you to compose an About Us page which is the best of both worlds.
WordStream Blog Case Study
Interestingly we have a WordStream Blog Case Study to claim that giving a personality to your About Us page gives a boost to the conversions. On the WordStream blogs, a few websites had the About Us pages customized. The first bit of the page was formal and included the bland stuff that we have grown to see while the second half included some passionate words which grabbed the reader’s attention. This makes the reader rethink their entire view of your company. They believe that it is not just a corporate company but a company that wishes to interact in a non-formal friendly manner and this thinking leads to conversions. Needless to say, the customization leads to a 13% rise in the conversion rates.
A few things that you can consider when modifying your about us page are:
Give a personable tone to your page
Giving a personal tone to the page will make the impression that you are a company which wants to interact with the client in a non-formal manner. A friendly environment makes the client put trust in your company hence exfoliating the User Friendliness superficially.
Do exhibit your expertise
When going personal, many people deviate from exhibiting their expertise. Proper demonstration of your expertise in the field should be done.
Badges are perfectly normal to be bragged about
If your company has gained credit or awards, it’s perfectly fine to showcase them on the About Us page.
We hope and believe that your endeavor on the web would prove successful and optimizing your About us page would yield you a positive result.
“Most people are other people. Their thoughts are someone else's opinions, their lives a mimicry, their passions a quotation.” (Oscar Wilde)
Contact us for more information over this and a number of relevant blogs.
