Are you looking for ways to improve the “About Us” page on your website? Want to learn the essential about page features that can improve your website conversions?

Engine Scout share their tips for success in this infographic.

About Us Page Template: 11 Essential Items for Higher Website Conversions [Featured Image]

Here’s a quick summary:

  • Strategic navigation
  • A headline that hooks
  • Quick introduction
  • Photos of the team
  • Primary CTA
  • Social proof
  • Secondary CTA
  • Benefit rich story
  • Third person bio
  • Success indicators
  • Contact details and social profiles

Check out the infographic for more detail.

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About Us Page Template: 11 Essential Items for Higher Website Conversions [Infographic]

The About Us page is often the most neglected page on most websites.

Business owners assume that having an About Us page isn’t necessary, or they simply don’t know how to create one that will attract visitors and convert leads into customers.

In reality, an About Us page can be one of the most important pages on your website if you optimise it correctly by following the steps in this guide.

This guide walks you through 11 essential items to include on your website’s About Us page so that you can improve your site’s conversions and increase your ROI from this high-value marketing tool.

Strategic navigation

Make sure you include a link to your about page within your main menu. You need to get visitors onto the page in the first place.

By putting it within their reach, they’re more likely to visit. Use your top-level navigation tabs—the big ones at or near the top of your page—to draw attention and make them easy to find.

In other words, don’t bury them deep in a secondary menu just because they’re not as important as other content on that page.

A headline that hooks

Your About page headline can be a major driver of new leads and conversions, but many small businesses neglect to give it its due.

Start by thinking about what is unique about your company and how you want to differentiate yourself from competitors. Then, add a few memorable words or phrases to communicate your USP in an easy-to-digest manner.

Note that effective headlines often tell your target audience why they should care (e.g., Here’s how we save big companies thousands every year).

This approach draws users into your copy and makes them more receptive to your message. So start with a killer headline.

Quick introduction

Include a brief benefit-focused overview of what you do. This will entice people to read on and find out more about your services, expertise and credentials.

Keep it short but don’t leave it out—this is an important section for getting visitors engaged with your brand and services or products.

What makes you different? Share how your firm is unique in ways that speak directly to pain points that customers are looking to solve.

Photos of the team

In general, adding a photo of your team members to your about page is a good idea. Seeing who’s behind your brand builds trust and can give potential customers a better idea of who they’re dealing with (and not some corporate suit).

Photos instantly makes your business more approachable, helping to increase your conversion rate and generate more sales and enquiries.

Primary CTA

A call-to-action (CTA) is a clickable link or button that leads your audience to a desired outcome, such as an ebook download or signup form.

By utilising calls to action, you can increase leads and conversion rates by providing an incentive and direction with every page of your website.

When writing copy for CTAs, it’s important to know what action you want users to take. Then, focus on that specific goal in your wording so users understand exactly what they need to do next when they land on your page.

Social proof

This is a particularly effective piece of best practice in your about us page, which makes it even more crucial.

If you’re in a competitive industry, showcase testimonials or reviews to establish credibility—and make it easier for new visitors to trust you. Don’t worry if you don’t have many customer reviews right now; just get started by listing at least three happy customers on your website.

You can always add more after launch, but it helps to start off with at least some social proof while you build up momentum and create online buzz around your brand.

Benefit rich story

It’s not enough to say what you do, you must convey why your customers should care. This requires telling a story that puts your business into context and explains how it helps them solve their problems.

A benefit rich story includes both what (the benefits or features) and why (the underlying value). Benefit rich stories are typically compelling because they communicate intrinsic value.

A customer doesn’t necessarily need to be sold on something new; instead, they only need to be shown how an existing solution can make things better for them.

Success indicators

Since every business is different, it’s important to choose which indicators are most relevant to your particular business. But whatever you select, make sure they’re at a glance and prominently displayed on your about page.

Common indicators include things like annual revenue growth rate or total number of customers served over time.

Your specific numbers are up to you, but pick ones that clearly illustrate growth in terms visitors can relate to—and use metrics that give an overall idea of progress without being too granular.

Contact details and social profiles

It’s hard to feel connected to a business if you can’t contact it. Include your business’s email address, phone number, and even a live chat option.

Provide all your business’s social media links and encourage people to connect with you there by offering exclusive discounts or incentives.