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 main header tag, and whereas there’s no hurt in that, it will likely be a lot extra welcoming in case you start by turning the language towards the shopper and speaking about what they’ll love, proper off the bat. In any case, 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 very well to start an About web page, as in “3 Issues You’ll Love About X Model”. It speaks of “you” as an alternative of “us,” it alerts a way of pleasure, it contains the phrase “About” so the customer is aware of they’ve landed on the precise web page, and it contains the model identify.
If yours is a single-location enterprise, put the town identify 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 biggest native collection of natural native vegetation, on-site licensed consultants, and inexperienced thought management locally. These elements are an expanded distinctive promoting proposition (USP) for the model primarily based on their buyer, key phrase, and market analysis.
What are your high 3, high 5, or high 7 elements? Maintain it quick, with the objective of instantly connecting with the biggest variety of potential prospects on the factor you’ve discovered they need most.
Use this part to hyperlink out to key, related assets, 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. Benefit from the house and of each phrase.
3. A powerful, visible story
Whether or not you employ a picture slideshow or a video on this part, use the house to orient prospects shortly to the look, really feel, and story of your small business. 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, tools, frequent areas, parking, neighborhood, and workers. No matter greatest represents your small business to the general public is what belongs this excessive up on the web page. And don’t neglect a video transcript for accessibility and web optimization functions
4. Contact info, 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 be sure you put that info upfront.
In the event you’re a single-location enterprise, put your full identify, tackle, cellphone quantity, textline, e mail tackle, and hours of operation.
Suppose you’ve acquired a number of areas; 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 the event you’ve acquired dozens, tons of, 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’ll count on 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 main favor of urging the shopper to contact the enterprise instantly with their questions, considerations, and complaints. Our nursery has a direct line to the enterprise proprietor, and this might prevent a ton of destructive critiques from prospects who didn’t really feel they’d be heard and helped in individual.
Being approachable and responsive is the important thing to constructing a tremendous fame in your neighborhood. 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 business associations, and neighborhood initiatives you host or sponsor. Present that you’re genuinely concerned in your business and locale in order that prospects perceive your group is accredited and lively.
And show your “A” (authoritativeness) by exhibiting any awards you’ve received from publications and associations. Hyperlink to your sources wherever potential to cement credibility.
7. Spotlight your greatest critiques and ask for extra
Exhibit a few of the nicest phrases prospects have written about your small business, whether or not these stem from overview platforms or another type of testimonials you’ve gathered.
Do not forget that solely 11% of customers belief model messaging over what prospects say; let your prospects inform your story. Different prospects can relate to this simply. And don’t neglect to ask present prospects to overview your small business by linking to a number of of your high overview 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 all your multi-media publications in a easy grid in order that prospects can understand simply how a lot you need to provide.
Even common prospects might do not know you’ve acquired a month-to-month e-newsletter they’ll 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 potential methods during which prospects can join with you and proudly hyperlink to them.
9. Clarify your values
Your website 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 a press release you may stand behind and that you simply’ve discovered is in step with what your neighborhood needs.
Our fictitious nursery is cleverly letting prospects clarify what they worth concerning the enterprise through a collection of video shorts that spotlight issues the enterprise has labored exhausting to realize, 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 may have a timeline!
Usually, this can be the one factor I discover on the About pages of companies giant and small, and whereas they’ll’t stand on their very own, they do have a spot right here.
Showcase key moments in your model’s growth that you simply suppose will resonate most with prospects. Our pattern nursery proves they’ve been family-owned for 4 generations and standard sufficient to increase over time.
What’s the historical past of your small business that may have probably the most which means to your neighborhood? Need assistance making a visually interesting timeline? Try all of the templates out there in a program like Canva.
11. A mission assertion that engages
Just like the imaginative and prescient assertion, you might have already got a full web page in your mission assertion or plan to construct one, and it is best to positively hyperlink to it from this part. Simply be cautious of that in-house communicate that feels 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 battle local weather change. How would you like prospects to have interaction along with your model’s mission? How are you going to greatest invite them?
12. Present your actual folks
Probably the greatest aggressive benefits of native companies is that they’re staffed by folks locally whom prospects get to work together with face-to-face.
Use pictures or movies to introduce the enterprise proprietor and public-facing workers and, above all, to showcase experience (do not forget that “E” in “E-E-A-T”). Your corporation will depend on making the robust pitch that prospects ought to store domestically with you, as an alternative of nearly, due to the excellent degree of information you have got in your topic, no matter that topic is.
Use textual content or a video transcript to underscore the depth of your knowledge, the 12 months 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 helpful 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 procuring on-line with you for curbside pickup or house supply, coming to your location, calling you, reserving an appointment, submitting a type, 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 identical to that, by incorporating some or all of those components, you could possibly have the very best About web page in every of the native markets you serve.
You may incorporate different options not included in our mockup, resembling hyperlinks to employment alternatives, native radio and TV spots, extra press protection, in depth workers bios, main firm information, B2B cross promotions, an occasions calendar, and a lot extra.
My mockup screenshot has restricted house, however your About web page might be as in depth as you need it to be, offered what you’re together with is of curiosity to your viewers. Simply maintain the rules in thoughts, and there’s no finish to what you are able to do with this often-overlooked outdated standby of practically all web sites.