Users do not come to this page by chance or out of idle curiosity, but because they want to make sure that your company is trustworthy. The “About Us” page determines what impression potential clients will have about your integrity, honesty, reliability, and competence.
In this article, we will talk about the proper design of this important page for the sake of trusting and productive relationships with future clients.
What should a good text about a company be like?
This is not a page that is optimized for search queries, because visitors come here from other sections. Its main tasks are to interest, introduce, convince, win over, and gain trust. Therefore, extremes are unacceptable – a dry “biography”, a telemarketing data long list of facts, a detailed mission, or, on the contrary, an enthusiastic, laudatory story about the successes and achievements of the enterprise.
Good text on the company page should meet the following requirements:
- Do not contain cliches , banalities, hackneyed phrases and general formulations.
- Don’t be long , blurry, and boring after the first paragraph.
- Briefly, interestingly , and in lively language, talk about the company’s activities.
- Contain a clear list of the benefits of working with you, clearly explain how exactly you will be useful to your clients.
- Contain truthful information and do not exaggerate or embellish reality.
- Mention your famous partners (or clients) to increase the level of trust in the business.
- Emphasize your individuality and expertise.
- Be literate and easy to understand (errors put off users).
Before you start writing the text, conduct a thorough analysis of your target audience, understand their desires and fears. Remember, people came to this page not to rejoice at your successes and achievements, but to make sure that they are making the right choice and are not risking anything.
Show photos of the office and employees
The About page should show that you the challenges of pharmaceutical digital marketing are real, competent, and approachable. A great way to do this is to post photos of your employees with a brief description of each, or to give a glimpse behind the scenes and show off some of the work process.
Some companies (mainly IT) limit themselves to a “Our Team” section instead of an “About Us” page. Photos of real people combined with a story about the team that will work on the project can increase conversion and quite significantly.
But there are some subtleties here. Just answer a series of questions.
- Smiling, pleasant faces are interesting to look at, but is that really the purpose for which your potential client came here?
- Will information about your employees’ hobbies or personal qualities help you sell?
- Can visitors extract useful additional information about your company and its benefits from each line of the section?
To help the visitor understand who they will be dealing with, post a brief overview of the team and important (for the client) information dating data about the key people of the company. To better convey the atmosphere of the company, you can post a video from a corporate event, meeting or conference.
Some are now using a “knight’s move” and posting an online broadcast of the office, completely closing the question of the reality of its existence.