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What Makes a Great 'About Us' Page [Infographic]

by Laura Forer  |  
September 15, 2017

All too often, the "About Us" page of a website is brushed aside, filled with a block of text about the company's history, and left to grow stale.

Big mistake. Because aside from representing your brand, the "About Us" page can also help drive customers to purchase, say the folks at Siege Media. They created a list of 50 Inspiring 'About Us' Page Examples and note that customers who view your "About Us" page spend 22.5% more than those who don't.

The content marketing agency analyzed 50 "About Us" pages to see what made them good, and inspiration from those pages is complied into one infographic.

The page doesn't have to be just a literal history of your company or its board, and so the infographic suggests using elements like testimonials and videos, and even including a call to action.

For some "About Us" page inspiration, check out the full infographic:

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Laura Forer is a freelance writer, email and content strategist, and crossword puzzle enthusiast. She's an assistant editor at MarketingProfs, where she manages infographic submissions, among other things.

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  • by Peter Altschuler Fri Sep 15, 2017 via web

    These conclusions must come straight from the Department of Redundancy Dept. There are all sorts of places on a website for reviews, testimonials, CTAs, and contact information, but the About page isn't one of them.

    The best information for an About page tells visitors essential facts about the company, its people, the experience that qualifies the executives to run the company and fulfill its promises to customers, and the qualities that make the business worthy of customers' trust.

    As for using video, senior executives are probably not looking at About pages. They're rarely involved in purchase decisions until the very end... when they're assessing their subordinates' recommendations -- not looking at About pages. If they do want to know who's behind the company that's getting all of their money, they want qualifications and evidence of business acumen to assure them that the company will be there for the long haul.

    If millennials prefer video, they've got too much time on their hands (and the company was too lazy to craft succinct, informative copy that can be read or skimmed by prospects in a fraction of the time). Yes, well-produced video takes more time, effort, and money than copy alone. Yet too much website video is designed to make the company feel good about itself, not provide information to customers that only video can effectively present.

  • by Reece Sun Sep 17, 2017 via web

    Its interesting isn't it? I would have thought posting a video on the About- Us page was wasting time. money and a whole lot of resources for that video. to be produced

    However, Analytics don't lie. Customers like and are more likely to engage with your brand and company if you use a video instead of normal plain old text.

    I think using a video, customers can get more of a feel for the business and hence they are more likely to take further action. I can see this really working for service-based businesses in the health and medical industry

    Time for some research and split testing I think :)

    I'd also like to go further and really look at what the successful companies from the research are doing elsewhere in the area of digital marketing. To get a clearer picture.

  • by Suzi Elton Fri May 25, 2018 via web

    I never did see the infographic...Where is it?


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