Key to the About Web page Mockup
1. A <H1> tag that instantly addresses the shopper
Many 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, will probably be a lot extra welcoming should 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 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 consists of the phrase “About” so the customer is aware of they’ve landed on the proper web page, and it consists of 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 might be limiting.
2. A USP in your introductory textual content
This listicle hits the factors our fictitious enterprise is aware of its clients care about most: the most important native choice of natural native vegetation, on-site licensed consultants, and inexperienced thought management locally. These components are an expanded distinctive promoting proposition (USP) for the model primarily based on their buyer, key phrase, and market analysis.
What are your prime 3, prime 5, or prime 7 components? Maintain it quick, with the aim of instantly connecting with the most important variety of potential clients on the factor you’ve realized 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 clients rapidly to the look, really feel, and story of your corporation. Showcase why your premises are value 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 employees. No matter you recognize finest represents your corporation to the general public is what belongs this excessive up on the web page. And don’t overlook a video transcript for accessibility and search engine optimization functions
4. Contact data, although that is your About web page
Some guests could wind up on this web page attempting to determine how you can contact you, so make sure to put that data upfront.
If you happen to’re a single-location enterprise, put your full identify, handle, cellphone quantity, textline, e-mail handle, and hours of operation.
Suppose you’ve bought 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. If you happen to’ve bought dozens, a whole lot, or 1000’s of pages, put your retailer locator widget right here so clients can discover the closest department.
5. Instill belief with a transparent satisfaction assure
Let clients 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 many others.), hyperlink to the total variations of those from this part.
Do your self the most important favor of urging the shopper to contact the enterprise straight with their questions, issues, and complaints. Our nursery has a direct line to the enterprise proprietor, and this might prevent a ton of damaging evaluations from clients who didn’t really feel they’d be heard and helped in particular person.
Being approachable and responsive is the important thing to constructing an incredible repute 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 clients perceive your group is accredited and energetic.
And show your “A” (authoritativeness) by exhibiting any awards you’ve received from publications and associations. Hyperlink to your sources wherever doable to cement credibility.
7. Spotlight your finest evaluations and ask for extra
Showcase a few of the nicest phrases clients have written about your corporation, whether or not these stem from assessment platforms or another type of testimonials you’ve gathered.
Keep in mind that solely 11% of shoppers belief model messaging over what clients say; let your clients inform your story. Different clients can relate to this simply. And don’t overlook to ask current clients to assessment your corporation by linking to a number of of your prime assessment 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, publication, native radio present, common native information column, or all the above, put all your multi-media publications in a easy grid in order that clients can notice simply how a lot you need to supply.
Even common clients could don’t know you’ve bought a month-to-month publication 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 doable methods wherein clients can join with you and proudly hyperlink to them.
9. Clarify your values
Your web site could 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’ll be able to stand behind and that you just’ve realized is according to what your neighborhood needs.
Our fictitious nursery is cleverly letting clients 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’ll be able to have a timeline!
Usually, this can be the one factor I discover on the About pages of companies massive 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 just assume will resonate most with clients. Our pattern nursery proves they’ve been family-owned for 4 generations and in style sufficient to broaden over time.
What’s the historical past of your corporation that may have probably the most that means to your neighborhood? Need assistance making a visually interesting timeline? Take a look at 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 on 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 clients to assist the enterprise combat local weather change. How would you like clients 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 clients 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 online business will depend on making the sturdy pitch that clients ought to store domestically with you, as an alternative of nearly, due to the excellent stage of information 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 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 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 purchasing on-line with you for curbside pickup or residence 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 depend! And identical to that, by incorporating some or all of those components, you would have one of the best About web page in every of the native markets you serve.
You may incorporate different options not included in our mockup, akin 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 house, however your About web page may be as intensive as you need it to be, supplied what you’re together with is of curiosity to your viewers. Simply preserve the rules in thoughts, and there’s no finish to what you are able to do with this often-overlooked previous standby of practically all web sites.