Key to the About Web page Mockup
1. A <H1> tag that instantly addresses the shopper
A lot of the About pages I’ve seen on native enterprise web sites merely have “About X model” of their major header tag, and whereas there’s no hurt in that, it will likely be a lot extra welcoming in the event you start by turning the language towards the shopper and speaking about what they’ll love, proper off the bat. In spite of everything, that’s why they’ve landed in your About web page: to see how they’ll such as you.
I discover a quick listicle header works rather well to start an About web page, as in “3 Issues You’ll Love About X Model”. It speaks of “you” as a substitute of “us,” it indicators a way of pleasure, it contains the phrase “About” so the customer is aware of they’ve landed on the suitable web page, and it contains the model title.
If yours is a single-location enterprise, put the town title within the <H1> tag, too, however on this case, with a multi-location model, we don’t need that there as a result of it could be limiting.
2. A USP in your introductory textual content
This listicle hits the factors our fictitious enterprise is aware of its prospects care about most: the most important native number of natural native vegetation, on-site licensed consultants, and inexperienced thought management locally. These elements are an expanded unique selling proposition (USP) for the model based mostly on their buyer, key phrase, and market analysis.
What are your prime 3, prime 5, or prime 7 elements? Maintain it quick, with the purpose of instantly connecting with the most important variety of potential prospects on the factor you’ve discovered they need most.
Use this part to hyperlink out to key, related sources, as properly. Our fictitious nursery is linking to its location touchdown pages, its session reserving web page, and its on-line retailer, all from throughout the listicle. Take advantage of the area and of each phrase.
3. A robust, visible story
Whether or not you employ a picture slideshow or a video on this part, use the area to orient prospects rapidly to the look, really feel, and story of your corporation. Showcase why your premises are price a go to or how your expert professionals will come to the shopper for knowledgeable service.
Show your facilities, shelfies, views, gear, widespread areas, parking, neighborhood, and employees. No matter you understand finest represents your corporation to the general public is what belongs this excessive up on the web page. And don’t neglect a video transcript for accessibility and search engine optimization functions
4. Contact data, although that is your About web page
Some guests might wind up on this web page making an attempt to determine easy methods to contact you, so make sure you put that data upfront.
In case you’re a single-location enterprise, put your full title, handle, cellphone quantity, textline, e mail handle, and hours of operation.
Suppose you’ve acquired a number of places; hyperlink from right here to their respective location touchdown pages. Our fictitious enterprise has simply three branches, so we will make a good-looking visible presentation of them with hyperlinks to their extra detailed touchdown pages. In case you’ve acquired dozens, a whole lot, or hundreds of pages, put your retailer locator widget right here so prospects can discover the closest department.
5. Instill belief with a transparent satisfaction assure
Let prospects know what they will anticipate out of your firm and what you’ll do for them if something doesn’t meet their expectations. When you’ve got a number of insurance policies (privateness, delivery, returns, and so forth.), hyperlink to the total variations of those from this part.
Do your self the key favor of urging the shopper to contact the enterprise immediately with their questions, issues, and complaints. Our nursery has a direct line to the enterprise proprietor, and this might prevent a ton of destructive evaluations from prospects who didn’t really feel they’d be heard and helped in particular person.
Being approachable and responsive is the important thing to constructing a tremendous fame in your group. It’s additionally the way you construct the ‘T’ (trustworthiness) sign in Google’s E-E-A-T dynamic.
6. Show your credentials, associations, sponsorships, and awards
Talking of native enterprise E-E-A-T, develop your ‘E’ (experience) by clearly displaying your credentials, license numbers, membership in trade associations, and group tasks you host or sponsor. Present that you’re genuinely concerned in your trade and locale in order that prospects perceive your group is accredited and lively.
And show your “A” (authoritativeness) by displaying any awards you’ve received from publications and associations. Hyperlink to your sources wherever attainable to cement credibility.
7. Spotlight your finest evaluations and ask for extra
Showcase a few of the nicest phrases prospects have written about your corporation, whether or not these stem from evaluate platforms or another type of testimonials you’ve gathered.
Keep in mind that solely 11% of consumers trust brand messaging over what customers say; let your prospects inform your story. Different prospects can relate to this simply. And don’t neglect to ask current prospects to evaluate your corporation by linking to a number of of your prime evaluate sources, like Google Enterprise Profile, Fb, and Nextdoor.
8. Create a multi-media menu
Whether or not your model is making probably the most important funding in a weblog, podcast, social channels, e-newsletter, native radio present, common native information column, or the entire above, put your entire multi-media publications in a easy grid in order that prospects can notice simply how a lot it’s a must to provide.
Even common prospects might do not know you’ve acquired a month-to-month e-newsletter they will join or that your proprietor has been showing as a visitor speaker on an area radio present for the previous few months. Consider as many attainable methods by which prospects can join with you and proudly hyperlink to them.
9. Clarify your values
Your web site might have already got an organization values web page, and you’ll hyperlink to it out of your About web page, however even when not, make an announcement you possibly can stand behind and that you simply’ve discovered is in line with what your group needs.
Our fictitious nursery is cleverly letting prospects clarify what they worth in regards to the enterprise through a collection of video shorts that spotlight issues the enterprise has labored onerous to attain, like sustainability, acknowledged experience, and excessive DEI requirements. Hyperlink to your weblog posts, articles, or different content material property that vouch for these values.
10. Sure, you possibly can have a timeline!
Usually, this can be the one factor I discover on the About pages of companies giant and small, and whereas they will’t stand on their very own, they do have a spot right here.
Showcase key moments in your model’s improvement that you simply assume will resonate most with prospects. Our pattern nursery proves they’ve been family-owned for 4 generations and common sufficient to increase over time.
What’s the historical past of your corporation that may have probably the most that means to your group? Need assistance making a visually interesting timeline? Try all of the templates obtainable in a program like Canva.
11. A mission assertion that engages
Just like the imaginative and prescient assertion, chances are you’ll have already got a full web page on your mission assertion or plan to construct one, and it is best to undoubtedly hyperlink to it from this part. Simply be cautious of that in-house converse that appears like an echo chamber.
Create a mission assertion that invitations involvement from the general public on issues they care about. In our instance, the mission assertion closes with an invite to prospects to assist the enterprise struggle local weather change. How would you like prospects to interact along with your model’s mission? How are you going to finest invite them?
12. Present your actual individuals
Top-of-the-line aggressive benefits of native companies is that they’re staffed by individuals locally whom prospects get to work together with face-to-face.
Use pictures or movies to introduce the enterprise proprietor and public-facing employees and, above all, to showcase experience (do not forget that “E” in “E-E-A-T”). Your small business will depend on making the sturdy pitch that prospects ought to store domestically with you, as a substitute of just about, due to the excellent stage of data you might have in your topic, no matter that topic is.
Use textual content or a video transcript to underscore the depth of your knowledge, the yr of your coaching and expertise, and the friendliness of your customer support.
13. By no means finish a web page with no final CTA
By now, you’ve made your best-effort presentation to persuade a customer of your beneficial providing.
Your final step is to shut the web page with the motion you most hope your reader will take, whether or not that’s buying on-line with you for curbside pickup or residence supply, coming to your location, calling you, reserving an appointment, submitting a kind, or one thing else. These are the final phrases your About web page will get to have with the potential buyer – make them rely! And similar to that, by incorporating some or all of those components, you can have one of the best About web page in every of the native markets you serve.
You would possibly incorporate different options not included in our mockup, similar to hyperlinks to employment alternatives, native radio and TV spots, further press protection, intensive employees bios, main firm information, B2B cross promotions, an occasions calendar, and a lot extra.
My mockup screenshot has restricted area, however your About web page will be as intensive as you need it to be, offered what you’re together with is of curiosity to your viewers. Simply hold the ideas in thoughts, and there’s no finish to what you are able to do with this often-overlooked outdated standby of almost all web sites.