Is Your ‘About Us’ Page Killing Your B2B Marketing Strategy?

Was your company website’s “About Us” page written as an afterthought, thrown together at the last minute right before the website launched?

Don’t be ashamed if your answer is “yes.” For some reason, many companies simply don’t spend much time refining this section.  Sure, they may spend a countless number of hours and resources defining and refining what they consider the core pages on their website: Their home page, their product pages, and their services pages. But for some reason, they overlook the importance of their “About Us” pages, often just putting together some loosely constructed copy as a sort of placeholder text.

The problem with this approach is that from a visitor’s perspective, your “About Us” page is not just an afterthought. In fact, second to your homepage, it is probably one of the most visited pages on your website. On average, an “About Us” section makes up 10 to 20 percent of a website’s total page views.

Treating Your “About Us” Page Like A Key Step in B2B Buying Cycle 

The simple truth is, due to its popularity, the “About Us” page plays a key role In the B2B buying cycle. Potential prospects click on this page because they want to know if your company has the resources, services and credibility necessary to meet their specific needs – And your “About Us” page must offer the information to match.

In order to relay the full breadth and depth of your company capabilities, here are a few elements you will want to include on your “About Us” page:

  • Tell Them What You Do: Many first time visitors will click on an “About Us” page before they click on a product or services page. So, be sure to include details about your product and service lines.
  • Bring In Imagery: Too many company pages only offer a series of boring content blocks, with no design elements. Don’t be afraid to liven things up by injecting some images, videos and graphics.
  • Avoid Corporate Speak: For your company website to truly act like your best B2B salesperson, it should use the same language as an actual salesperson. This means avoiding the use of stiff, jargon-filled corporate speak.
  • Show Off Your Talented Staff: What’s the best way to add a human element to your website? Try adding some actual humans. Some of the most effective “About Us” sections include bios of corporate leaders, sales staff, or top performing employees.
  • Keep Your Accolades Short and Sweet: Partnerships, awards and industry certifications are a great way to build trust and credibility. But remember, an About Us” page still needs to relate to the visitor. So try to keep this information short, and focused on how it solves the pains of the consumer.
  • Don’t Forget A Call-To-Action:  Don’t forget to add some sort of call-to-action. Because your “About Us” page is one of the most trafficked on your site, you need to make it is easy for a visitor to contact you. Make sure you include a phone number or address somewhere on the page. Also, don’t be afraid to add a big button that reads “Contact Us,” “Get More Information,” or “Request a Demo.”

In short, your “About Us” page is probably being viewed a lot more than you suspect. So make sure it offers the information that best represents your brand.

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About Robert Hosler

Robert Hosler is an SEM Copywriter at Fathom. He graduated from Kent State University with a Bachelor's in English literature and has a background in technical writing. Since joining Fathom, Robert's duties have involved creating compelling, informative and mildly entertaining content for a varied clientele group.

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