Important elements of 'About US' pages that create 2 times reliable.

Your About US page ... is just "Accommodation information" or "magnet to attract customers"?

Have you ever felt like this? When we enter a website of any company And want to know "Who is the real voice" behind this website We often click on the page. "About us" or "About US" ... but then must find emptiness ... No, must be called to meet "Boring" that has only the long letters Tells the history of the company since the dinosaur era Or full of technical vocabulary that is read and frown After reading it, I still don't know that this company "How reliable" or "different" from competitors Finally, just press close quietly ... If your About US page is having symptoms like this, you are missing a "golden opportunity" to build trust and change the visitor into the most unfortunately customers!

Prompt for illustrations: Compare images of the About US page on the left is a boring web page. There are only a lot of letters. Looks lively The right side is a modern webpage. There is a picture of a smiling team. There are interesting stories. Inviting you to read more

Why is the "about us" page, most of them become "weakness" instead of "strengths".

This problem is not caused by business owners who do not care. But most often caused by "Misunderstanding" about the true purpose of this page We tend to think that it is just a "duty" that every website must have. It is a place to say "Who are we?" And "What do we do?" But we forgot the most important part. That is the answer to the customer's question that "And why do I have to choose and trust you?" The main reason that the About US page is not as effective as it should be from:

• Wrong focus: Instead of saying "Why" we do this business. We only say "what" is what we do. So it became like a boring brochure.
• Lack of humanity: We hide behind the logo and company name. Use only the official language that looks distant Until the customer does not feel linked at all
• Afraid of "selling": many people think that this page should be "Sales zone" so do not dare to wear Any Call-to-Action (CTA). The result is that when customers read it Didn't know where to go next
• See it as a historical page: We tried to tell everything since the establishment of the company, although customers may just want to know that How can you help solve the problem for him? Creating a Brand Impact through the organization website. Then must start with the communication at the point

Prompt for illustrations: A picture of a person sitting in front of the computer that opened the Word's page, trying to write the About US content, but I couldn't think of how to start. Conveys difficulties in starting

If letting the About US page continue to be weak, what will happen?

Having a weak US page is not neutral, but it "creates disadvantages" directly to your business. Imagine When customers compare you with 2-3 more competitors, everyone has similar products or services. But the competitor's website has an About US page that tells the impressive mission There are pictures of teams that look friendly and skilled. While your webpage only has dry information ... Who will look more reliable? The clear impact is:

• Lost the opportunity to build trust: In the online world that is full of options Trust is everything. About US is the first checkpoint that customers use to judge this. If you make a mistake here It's hard for him to trust you to pay you.
• The brand does not exist (Faceless Brand): Customers will not see the "people" behind the brand. Make your brand look like a big company. That without heart and difficult to access
• Lost customers for competitors who are better "connect": customers tend to choose a brand that they feel "linked" as well. Tell a good story is the strongest connection bridge.
• Reduce the performance of the entire website: even if the service or page of the product is good But if the customer stumbles on the About US page, it can hold the decision to buy both the User Journey on your website.

Prompt for illustrations: Customer images are hesitant in front of the computer. There is a browser tab, comparing our website with competitors. In which competitors have a reliable About US page Causing the customer to submit the mouse to that website

Open 5 components to "chanted" your About US page to be powerful X2.

The good news is to create a great About US page, not difficult. And do not need a huge budget It is a change of view from "Tell us" to "build relationships with customers" instead, and here are 5 important components that must have With the starting method that you can use immediately:

1. Start with "Why" (Your mission & Vision): Don't say what you do. But first say what you "believe" in and do this business. "For what" is what Simon Sinek is called "Start with Why" and it is very powerful in creating emotional links.
   Starting: Try to answer this question "We established this company in order to change anything better?"
2. Tells the "story" that is Human Story: People do not remember the information. But remember the story well Try to tell the origin of the brand. Whether it is a small beginning Challenges that have been encountered Or the time when discovering the solution to customers This makes your brand live immediately.
3. Introduce the "team" who is behind (Meet the Team): This is the part that creates enormous credibility! Entering real images (non -stock photo) with the short name and position of the team will make the customer see that there are "real people" that are ready to take care and take responsibility. They do not talk to the wall or logo. Creating a credible element on the website . The performance is the key.
4. Use the "evidence" to confirm (Social Proof & Trust Signals): are good, but "show" to see with evidence, whether it was a reward, the logo of customers who have used the service, interesting statistics (such as "helping more than 500 customers", or Testimonial. Will help accelerate the decision very well
5. Ending with a clear "invitation" (Clear Call-to-Action): After the customers trust and in your story Don't let them be! Tell him what to do next, such as "See our work", "Contact for free consultation", or "Get to know our team more." This is a quality visitor to a Lead.

The experts from Moz confirmed that the best About US page is the duty to build a bridge between the company's story and the needs of customers perfectly.

Prompt for illustrations: Beautiful infographic conclusions 5 main components (Mission, Story, Team, Social Proof, CTA) with each icon Looks clean and easy to understand

Examples from the real thing: decoding the About US page of "Yellow Leaf Hammocks"

To clearly see the image Let's take a look at the excellent About US page from Hubspot . That is the brand "Yellow Leaf Hammocks". They are not just selling a cradle, but selling "creating jobs and Empower women in the community".

The problem they encountered: The founder went to see the beautiful cradle. But found that those weaving craftsmen lived in a poor life and at risk of being human trafficking

Their solutions (Mission): They created a business model that "cut the middleman" and pay a direct wage to the craftsman. (Which is a woman) to help you and your family escape from poverty.

The results of Impact: Their About US pages do not emphasize how soft the cradle is. But focusing on the story of the "craftsman", each has real pictures, has their story Causing customers who can't buy a cradle just feel good about the product But it feels good about myself as part of creating a better change for the world.

This is an example of using About US page to sell "WHY", not just selling "What", which can make a lot of differences and Brand Loyalty.

Prompt for illustrations: Capture Screen's About US page image of Yellow Leaf Hammocks (or simulated) by highlights, important points such as artisans, messages that tell missions, and Impact numbers they created.

It's your eyes! Checklist "Write an About US" that can be used immediately.

You don't have to wait! Try using this checklist to apply to your About US page. Try to answer these questions. Then bring the answer to be compiled as an interesting story.

• ☐ Part 1: Our mission
  • We started this business because we would like to solve what problems? ____________________
  • World/Industry/Customer's life How can it be better if we are? ____________________
• ☐ Part 2: Our story (Our Story)
  • Where does the beginning of this idea come from? Is there a "AHA! Moment"? ____________________
  • What is the greatest obstacle that we have ever passed? And what do we learn from it? ____________________
• ☐ Part 3: Our team (our team)
  • Who is the heart of the team? (Can choose 2-3 people) ____________________
  • Is there a real friendly and professional picture? (☐ There is already / ☐ No)
• ☐ Part 4: Our Proof)
  • Do we have a compliment from customers that are impressive? ____________________
  • Do we have any numbers or prizes that can be boasted? ____________________
• ☐ Part 5: Next Step)
  • After reading What do we want our customers to do the most? (Such as contact, see work, apply for membership) ____________________
  • How can we create a clear CTA button for that? ____________________

Just start answering these questions. You will have a good raw material for creating an About US page that is not just providing information. But can build a relationship

Prompt for illustrations: Beautiful checklist images that readers can actually use. There is a channel to tick correctly. Looks clean and stimulating to want to do

Common questions (FAQ) about the writing About US

Q1: How long should the About US page be?
A: No fixed rules. But the key is "Clear and interesting" is not "long or short". Some businesses may tell stories in 3 paragraphs. Some businesses may have a thorough story. The important thing is that every sentence must have a goal. Not writing to fill the face full

Q2: Is it really necessary to put a picture of the team? Can't you use Stock Photo?
A: I recommend it. Use real pictures! In an age where sincerity is important, Stock Photo will reduce your credibility immediately. Customers can see. Using the real team Is the easiest and most powerful way to create humanity for your brand.

Q3: If you just start doing business There is no prize or large customer. What to put in Social Proof?
A: Excellent! You can start with small things, such as compliments from the first customers. (Even as a friend or acquaintance), telling the experience or personal expertise of the founder, or performances that are transparent and pay attention to the details. These are all good Trust Signals.

Q4: To put the CTA button on the About US page. Will look too "Hard Sell"?
A: Not at all! As long as it is reasonably After you build trust and make customers feel in your story Pointing to the next step is considered "Convenience" even for them, for example, if you tell about the expertise in the design of the website, having a button "See our work" at the end is natural and very useful to the reader.

Prompt for illustrations: Large question mark icon (?) With a small icon That convey clear answers (such as lamps, correct marks) around

Summary: It's time to change. "Forgotten duties" to be "valuable assets"

At this point, I hope you see that "About us" or About US has more hidden potential than you think. It's not just a web page that must be "complete" but it is an important marketing asset. Is the area where you will show the heart and identity of the brand Is the bridge connecting the relationship and the content of the customer directly

The investment is to create a great About US page. One of the most worthwhile investments that you can do on the website. It is a change from the brand that "No one knows" to become a brand that customers "want to know, want to support, and want to subsidize"

Do not wait. Try to bring the checklist and all 5 components in this article to do immediately. And you will find that the webpage that has been overlooked Will come back to create a business results for you to be remarkable!

If you want a professional partner to create an organization website that is not just a design But able to communicate the identity of the brand and create a complete reliability Consult the Vision X Brain expert team. Today, we are ready to help change your vision into a real website.

Prompt for illustrations: Vision x Brain (or agent images) are smiling confidently. And point to the graph that shows better results (such as Trust Score, Conversion Rate), communicating to help and create results for customers.

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