Is Your “About Us” Page About You?


Does your website have an “About Us” page featuring lackluster boilerplate information that does not engage visitors and prompts them to skip to another page or to a different site? News flash: you’re not alone!

In our daily search for information on products and services, we visit a significant number of websites, and the first thing we often read is the “About Us” page.

Although many businesses continue to invest time and money to transform their sites in an increasingly dynamic virtual handshake, the “About Us” section (regardless of the industry or the size of the business) remains rather impersonal and a sort of dumping ground for information.

Here’s what you can do to make a more engaging “About Us” page that will help you convert visitors to clients.

It’s Actually Not About You
Visitors to your site are searching for actionable solutions. They want a cure for their pain and they want to find it fast. Imagine if you rushed to the ER with severe pain and once there the doctor, instead of tending to your unbearable pain, launched into a long-winded explanation about her reasons for becoming a doctor and her personal interpretation of the Hippocratic Oath.

The key goal of the “About Us” page is not to share your mission and philosophy, but to clearly articulate the solutions you can provide to investors’ problems. The faster and easier they learn how you can lessen their pains, the faster they will be ready to work with you.

Establish a Dialogue
Engage your visitors with language that resonates with them and demonstrates your understanding of the challenges they’re facing. Your goal is to have them agree with your statements, nodding their heads in approval and establishing trust. If you can, open the very first sentence of your “About Us” page copy with the word “you.” It will make it very personal and set you off to a great start.

Create a Bond
Be warm and personal. Briefly share a meaningful story or anecdote that helps you establish an immediate personal bond. Concisely make reference to the number of years you’ve been in business, why you established your practice and what drives you in your business. Speak about your principles and expertise and the type of individuals and organizations you help. Articulate how you solve problems for clients and back it up with facts. Include a brief reference to your practice’s contribution to the local or global community and clearly define the special experiences and skills that set you apart from your peers.

Show Who You Are
Include a profession picture of yourself and a welcome video. A short, introductory video is a great way to engage visitors, allow them to see who you are and enthuse them to stay on your site. I’ll back this last statement up with some hard evidence. According to a recent study conducted by YouOn TV—a global media and information technologies company—web surfers spend on average 48 second on a website. When the site features a video, average time spent jumps to 5 minutes and 50 seconds, which is 5.33 times longer than a traditional text-only site! (For help on how to cost-effectively create a video, see my April 2012 blog post, 5 Rules for Easy and Effective Video Production.

Call to Action
It is a fundamental rule: always include a call to action on your “About Us” page. Never leave visitors to your site hanging. Especially for those who like what they see, make their lives easier by telling them what to do next. Invite them to sign up for your newsletter, a free assessment or other “freemium” product that will prompt them to get an understanding of the services your practice offers.

As always, questions and comments are welcome.

Claudio Pannunzio
i-Impact Group Inc.
Greenwich, Conn.

5 thoughts on “Is Your “About Us” Page About You?

  1. Most of this article is right on target. Like Claudio, I’ve studied advisor sites for many moons. I look for the psychological connection between the advisor and the visitor. Most advisor sites look like the Dallas Cowboys and completely drop the ball.

    At this point in our industry’s history, there are too many template firms selling too many generic sites, and injecting them with boring, impersonal content. When the advisor does not know his/her target market’s psychology, the content will nearly always be waaaaay off target.

  2. Claudio, this is a pet peeve of mine! I go straight to an advisor’s ABOUT US page or ABOUT NAME right away when reviewing the “effectiveness” of a site. In an advisor Bio (Which is often a subnav of ABOUT US), I do like to have advisors share their mission upfront, though, directly targeted to the audience. “Bob started Restart Financial Planning is to help young families overcome their financial setbacks and create a fresh start. He is passionate about making sure families do not serve penance for mistakes made and helps you see the areas where you can make vast improvement in your finances and regain your confidence.”

    I like to use a ‘HOW WE HELP’ tab to explain the traditional ABOUT US (if it is about the firm and process). This way the tables are turned immediately to focus on the client and what their issues are.

  3. Pingback: The Only 5 Things You Need on Your Website « FPA Practice Management Center Blog

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