How to Create an Effective B2B About Us Page
Let’s start off with a short multiple choice quiz:
Q: How do the most successful B2B companies attract new customers?
a: Through their websites
b: Through conventions/trade shows
c: Through word of mouth
The correct answer is a: Through their websites.
According to HubSpot, 80% of companies who don’t meet their revenue goals attract less than 10,000 monthly website visitors, while 70% of companies who exceed their revenue goals attract more than 10,000 visitors per month.
Your website is one of the most valuable tools you have to attract customers to your business. And, when potential customers do land on your site, they are likely to go straight to your “About Us” page.
The “About Us” page is one of the top ten most viewed pages on any website. It’s the page that tells your current and potential clients who you are, what you offer, and why you’re an excellent choice for a business partner. It’s your chance to tell your story.
The key to an effective B2B About Us page is crafting it in a way that doesn’t just provide information; rather, it generates enough interest from your website viewers to convert them into leads.
How do you do this?
Here are five tips to create an effective B2B About Us page.
It feels awkward to write an About Us page because it often feels like bragging, but that doesn’t have to be how it reads to your viewers.
Testimonials for business websites are a great way to show potential customers what your existing customers are already saying about you. So you won’t have to worry about sounding like a show off, because including testimonials will let your customers do the talking instead.
When you use testimonials, you create an emotional appeal to your website visitors, which draws in prospects that can relate to what your customers are saying. For example, take a look at these testimonials on the real estate exam prep service providers, PrepAgent’s, website.
Melissa says she felt “super confident” from using the service, assuring other customers who may also be looking for confidence. While Lola says that PrepAgent helped her pass her exam on the first try, appealing to potential customers who want the same result.
But what is it about these testimonials that make them so effective? The way they are displayed is what helps them boost your sales and conversions. Seeing a photo of the testimonial writer and a link to his or her social media profile provides the authenticity your prospects need to build trust. If your website visitors trust the credibility of your testimonials, they’ll be more likely to trust you as well.
Showcase PR Coverage
Another way to highlight your business in your B2B About Us page is to showcase articles, PR, and coverage from prominent sources. Just take a look at Coca-Cola’s About Us page, which has an entire section devoted to this in their Press Center.
Using press is a great way to make an impression and to demonstrate your authority within your industry. Articles work similar to testimonials, except instead of praise from customers, they’re praise from reliable news sources or industry leaders.
The key is to only link to news sources that are considered trustworthy. A blog post from a friend’s unknown website will not leave the same impression as a press release from Forbes.
Other relevant PR to display on your About Us page includes:
- Third party bylines, mentions, and press coverage
- References to organizations, memberships, and affiliations
- Media assets including interviews and product/service demonstrations
- Links to your company social media accounts
- Speaking engagements, sponsorships, or industry thought leadership opportunities
Provide Clear and Prominent Contact Information
A B2B About Us page is only as successful as it’s ability to generate leads and increase conversions. You can’t do either of those things if you don’t make it easy for your website readers to contact you.
Hootsuite’s About Us page includes a prominent Contact Us section. Not only does their page offer a phone number as well as online widgets to immediately contact sales or customer support, they make it easy to access with large recognizable icons and the ability to get what you need with as few clicks as possible.
There are even links further down to follow Hootsuite on social media and connect with them there as well.
Also, prominently displaying your contact information builds trust. The transparency of sharing your business social media links and providing multiple options for leaving feedback for your business on your About Us page can help build trust by putting all your information out in the open.
When you improve your website by showcasing your contact information, rather than hiding it, you demonstrate to your customers that your online presence is all out there for them to see. You’re proving that you’re not afraid of what’s being said about you and are actually happy to listen to customer feedback.
Tell Your Story
Stories are easy to digest and add a personal element to your B2B About Us page. It’ll be easier for other businesses to relate to you if you adapt your information into a relatable story. A story helps you better appeal to your audience, emotionally. As humans we naturally gravitate toward stories over dry facts, which is why most people prefer TV shows to news articles, and why documentaries are told in story format instead of a bullet-point list.
According to John Bates, a TEDx speaker and C-level executive trainer, “our brains value stories over anything else.” Once you learn to tell a story on your B2B About Us page you’ll leave your audience wanting more because they want to become a part of your story.
One way to do this is by displaying a visual timeline that tells your company history. For example, take a look at Allstate’s About Us.
They provide the history of their company in an interactive format so that visitors can quickly discover how the company was founded and how they arrived at where they currently are. This appeals to your readers because it gives them an easy way to learn more about your company, it’s history, success, failures, and future plans.
Cut Out the Official Jargon
It’s not that you don’t want to sound professional, but you don’t want to intimidate customers with incomprehensible official jargon.
For example, take a look at the Spectoos About Us page:
As you can see, we wrote copy that is friendly, approachable and engaging to their target audience.
We recommend writing copy that uses “we” and sounds like it’s coming from a friend. Talk to your customers as if you already have a relationship and, more likely than not, the relationship will grow.
Writing an effective About Us page isn’t impossible. By using the Spectoos testimonial platform to display customer reviews, including news articles, providing contact information, telling your story, and speaking plainly, you can use your About Us page to generate more leads and conversions.