article by Doug-WilliamsThis is the website page that humanizes your business. Your About-Us page is there to build trust and credibility. Visitors want to know the business or the person behind the website. They want to know to know your story. They want to know how long you have been in business. They want to know if they should trust you.

This is the job of your About-Us page.

Importance: How often do visitors read the about-us page? Based on analytics data of our clients, 2-35% of visitors will go to this page. It really depends on your type business. If you have a strong brand and your business is well known, fewer people will view it. Ecommerce sites tend to have a lower number of visitors reading the about-us. Attorney websites, physician websites and weight loss websites have the highest viewing rate at 25-35%.

What to include: These pages should help people learn more about who you are, what you do, and why they can trust you. The about-us area for a website can be a single page or a section of pages, depending on your website.

Describe how you are different and better than your competition. Introduce your key staff members with a “meet the staff” page. Share your company philosophies, awards and certifications. If you have important affiliations, this is the page to include them.

Tell when your company was founded and how long you have been serving your industry. People enjoy reading the story on how a company got started and what led the founder to launch the business.

The About us page should be concise and easy to read. Its main purpose is to build trust with your visitor. People want to feel safe and secure before they buy from you or even provide you their email address.