One of the most visited pages on any business site, and usually the least thought out.
A good about-us page answers the question of why someone would trust you: who works there, what you did before, how you work and what concrete data your company has. Not your founding story, unless that explains why you're good at what you do.
STEP BY STEP
This is how you approach it
- Put people on itName, position and a real photo. A page with just 'our team' and a stock photo inspires less trust than no page. People buy from people.
- Say what you do and don't doClarity about your boundaries creates more trust than doing everything, and it saves conversations with people who are looking for something different.
- Show company detailsDutch Chamber of Commerce registration number, VAT number and location details. For business buyers, this is a checkpoint, and its absence is noticeable.
- Give a reason why you are goodNot 'years of experience' but something concrete: what you built before, in which industries, with what result.
- Make it accessiblePhone number or a direct route to contact. An about-us with no way to reach anyone misses the mark.
- Keep it shortTwo screens is enough. If you want to know more, get in touch: and that's exactly what you want.
PITFALLS
What doesn't belong
The founding story, unless it explains why you are good at your job. 'Started in an attic room' is charming and irrelevant to the purchasing decision.
And hollow core values. 'Quality, reliability and customer focus' is stated on every site and therefore says nothing.
- No stock photos of people — worse than no photo.
- No hollow core values — everyone claims the same thing.
- There is no founding story without a function — unless it proves something.
- Real names and faces — people buy from people.
- Company information — a checkpoint for business buyers.
FREQUENTLY ASKED QUESTIONS
More about trust
Should I put my photo on it?
For a small business: yes. In a sole proprietorship or small team, the person is a big part of the offering, and a face arguably inspires more trust than a logo.
What if I have little experience yet?
Be honest about this and show what you do have: your approach, your guarantees, a detailed example project. Exaggerating experience comes out in the first conversation.
How long should the page be?
Two screens. This page does not have to convince, only to remove doubts. If you would like to know more, please contact us.
CONTINUE READING
Of course, continue reading about this subject.
Trust earn?
We look at your about-us and say what a buyer is missing there.