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The vast majority of websites include a section or page called “About Us”, sometimes also called “About Us”. This page has its importance, insofar as it is often one of the most visited. Question of trust, history of reassuring Internet users as to the seriousness of your approach and your site, the page which concerns you is very important. Here are some great tips for making your “About Us” page. » a key stage of your site, capable of increasing the conversion and engagement rate.

In this section:

10 simple tips for writing the “About us” page » of your website

Base it on real facts
Seek to gain the trust of your visitors
Tell people what they want to know and answer their questions before they even ask them
Rather than quotes and stories, mention specific things that make sense
Give your visitors the chance to know what's going on behind the scenes
Establish a connection
Express your values
Present testimonials, but also your awards, qualifications and other marks of seriousness
Include a photo of yourself and your team "in action"
Make this page interesting

Who are the visitors who consult the “About us” page? »

It is interesting to consider, for a few moments, the typology of visitors who are interested in the “Who are we?” page. ". Most of the time, these will be prospects who are considering purchasing your products and services. Just like you would on a site you don't know, they're trying to figure you out and figure out if you're worthy of their trust. By clicking on the “Who are we? your visitors are simply trying to peek behind the curtain and see if it's your company they're considering forming a relationship with. The questions to which they seek answers are, for example:

What is the size of your company ?
Is your company a private organization? An sme? A family business ?
How long have you been practicing?
Who is running your business?
Where are you based?
What makes your business special?
What are your company values?
How are you better than your main competitor?

The simple fact of providing answers to these questions will allow you to write your page "who are we?" ". Bring as much enthusiasm as necessary: after all, this page is probably the only one on your website that talks about you, about you and more about you! Tell the world how unique, special and awesome you are… without exaggerating, of course!

No hype, just facts

Writing an “about us” page is not about repeating exactly the same things as on your homepage. On the other hand, a historical summary that is too long and too detailed will bore your readers. You shouldn't go over the top in extolling your merits either. Most of the time, the best solution is to find a happy medium.

Like when you write a resume to get a job, your “about us” or “who are we?” page. is where you present the individuals who make up your team in a sincere and honest manner. There is no need to over-advertise, hype or use made-up gimmicks. Instead, a simple presentation based on facts and figures is more than enough. Also, avoid superlatives.

On your page "who are we?" explain to visitors, for example, why they should do business with you, what are the advantages of using your services and products?

If possible, try to quantify each of the benefits. For example, if your product increases productivity by 15%, these must appear as obvious on your "who are we?" page. ". This argument, of course, is much more convincing than simply saying “our product improves your productivity”.

Your visitors have a problem to solve. Tell them how you can solve it. Explain to them how you will simplify their life and how you are able to meet their demands and needs.

Inspire the confidence of your visitors

Depending on your age, you may or may not remember that before the Internet, most business transactions took place as a result of a face-to-face meeting. The potential customer would shake hands with the salesperson or entrepreneur and discussions would begin on how the two partners could do business. Today, the Internet has changed the game and most business is now done virtually or over the phone, without necessarily going through a face-to-face meeting. It is for this same reason that your page “Who are we? should do much more than communicate your added value. It must win the trust of those who visit it, a sine qua non step to lead to the act of purchase.

One of the levers for gaining the trust of your future customers concerns where you are. For visitors, you are probably just one of many addresses on the web. This is quite impersonal. By adding a postal address on your contact page, mentioning the city in which you are located, you humanize your site and give real existence to your business. Even if the geographic location of your business is of little importance in dealings with customers, giving them an idea of your proximity can reassure them.

Know your buyer persona and engage with him

To make your "Who are we?" » A key page of your website, you need to know your audience. What we call the "buyer persona" represents the typical profile of the customer with whom you want to do business. By taking the time to determine your audience, through buyer persona, you will be able to strike the right chord that will motivate them and push them to action. Here are some examples :

Your audience is made up of new parents: use the tone of emotion, by theirs of their children
Are your visitors computer professionals: use an adapted language and by theirs new technologies

On your “Who are we? “, play the card of sincerity… by being sincere. The more you will write your "Who are we?" in a sincere way, the more it will speak to your audience. Why not, for example, use the first person or even the plural, depending on what suits your situation best?

Above all, tell yourself that a page about your business, on your website, will be boring if it takes the form of corporate copy or a brochure. A friendly tone will make you more likeable and approachable. Make your visitors want to get in touch with you and use engaging calls to action. Don't be afraid to show who you really are, it's probably the best way to make your audience more receptive to what you say and what you sell.

How do we envision writing your “About Us” page? »

We offer our customers the writing of their “who are we?” page. ". To do this, we take the time to get to know each of our clients well, through a face-to-face interview or a telephone interview during which an in-depth discussion of the history of the entrepreneur, the history of the brand, its aspirations, its successes and its failures are scrutinized.