About Us—Use this section of your
website to boost your sales!
Donald Nelson , Copyright, 2004
Many websites have an “About
Us” page. However, when you click on the “about us” button and
reach some of these pages, often you do not learn much about
who is behind the website. This is a pity, for you, but it is
also a loss for the person who owns the website, for she has
missed a chance to convince you why you should do business
If you have a website which is
trying to convince your viewers to buy goods or services from
you, here are some ways to use the “about us” section to back
up and support your sales message.
1. Put your photo on
the page. No one likes to deal with
a faceless person. How would you feel if you went into a store
and the sales people were hidden in shadows or had masks over
their faces? You most certainly would find it odd. Similarly,
when someone comes to your website and clicks on the “about
us” button she wants to find out who she is dealing with. One
of the best things you can do to answer this desire is to put
your photograph or some of your staff photographs on this
page. This immediately let’s your potential customer know that
she is dealing with “real” people.
2. Explain your
special features and why your visitor should do business with
you. The Internet is crammed with
websites selling almost the same goods and services, and in
the case of affiliate sites, exactly the same products. Why
should someone do business with you and not your competitor?
Suppose you have a site selling
DVD rental plans. On your “About Us” page you could explain
your passion, interest and knowledge of films and show how
you have used this zeal to build a unique website. This
information could make you stand out from the many other sites
offering the same rental plans.
3. Don’t try to be
what you are not. Anyone can build a
slickly-designed corporate looking website and pretend that
they have a huge organization, when in reality they are a
home-based business working from one computer in their living
If you are a small business,
don’t hide it. Often it works to your advantage because many
people prefer to deal with one person or a few persons with
whom they feel they will be able to communicate easily.
On the other hand, if you have
a well-organized corporate structure, use the about us page to
give some background on your set-up and to show how this
organization serves the needs of its clients.
5. Give as much
information as you can. Trust is
one of the most important factors in successful selling on the
Internet. You are asking your customers to take a leap of
faith and send money to you, a complete stranger. Make it
easier for them to do so by providing accurate information,
contact details and anything else that will give people
confidence in you.
So, take a look at your
website’s About Us section, and see if you can provide the
kind of information that will improve your website’s ability
to build trust and convert your visitors into buyers.
Nelson is a web developer, editor and social worker. He has
been working on the Internet since 1995, and is currently the
director of A1-Optimization (http://www.a1-optimization.com),
a firm providing low cost search engine
optimization, submission, website copywriting and web promotion services.