7 Important Design Suggestions for a Killer “About Us” Web page

Creating an unimaginable model expertise for an end-user is about extra than simply designing the appropriate house web page or lining up a collection of nice product pages. 

Efficient web site design conveys essential details about an organization, by means of all the pieces from font kinds, to picture decisions. Nowhere is that this illustration of name id extra essential than on the about web page. 

Folks incessantly confuse the about web page with the contact web page or fail to leverage it accurately just because they don’t know what to say. Nevertheless, creating an about web page that speaks to an viewers will be immensely highly effective. 


What’s an About Web page?

Step one in designing an important about web page is knowing the aim of the area. This isn’t only a web page on an internet site explaining what an organization does. 

The about web page is an introduction to an organization’s story, its model essence, and persona. 

Achieved accurately, this web page will reveal a vital sense of affinity between a enterprise and its prospects. It’ll spotlight values that resonate with a buyer and make it simpler for clients to trust businesses.

The Yellow Leaf hammocks firm begins its about web page with a video.

As you scroll by means of the interactive web site, you uncover new parts of the corporate’s story, together with what prompted the beginning of the enterprise to start with and the model’s mission. 

Yellow Leaf lets its guests know what the corporate is all about by utilizing genuine photographs of actual individuals to exterior content material and daring quotes. 

There are even snippets from buyer case research for social proof. 

About pages are related as a result of they offer prospects a method to construct an actual human reference to a enterprise. Harvard professors say that 95% of purchasing selections are emotional; we don’t purchase issues simply because we’d like them. As an alternative, we search for firms that we really feel connections with to resolve issues. 

Utilizing an about web page to convey an perspective, persona, or simply what makes a enterprise particular is how designers can be sure that end-users will care extra in regards to the enterprise. 


The right way to Make an About Web page Stand Out

So, how do you make an about web page stand out?

Since each firm is totally different, there’s no one-size-fits-all technique for all the pieces.  Nevertheless, there are a couple of important steps to think about as you progress by means of the design course of. 

Listed here are some professional suggestions for successfully attracting attention with the about web page…

Step 1: Determine What to Embrace

It’s tempting to imagine {that a} sophisticated about web page will result in a stronger relationship between a model and its prospects. In any case, the longer the story, the extra the client is aware of in regards to the firm – proper?

Whereas it’s important to incorporate loads of precious data in an about web page, it’s additionally value remembering that as we speak’s prospects are brief on time. They don’t wish to spend hours scrolling by means of one a part of an internet site. As an alternative, they need entry to fast, handy snippets of knowledge. 

The Joseph Payton about web page is efficient as a result of it cuts the story down into bite-sized chunks. Every bit of knowledge highlights precious insights for the client. Plus, hand-drawn photographs and animations make the expertise really feel such as you’re attending to know Joe on a deeper degree. 

Earlier than you start designing, ask your self:

  • How a lot textual content does the web page want? How a lot area does there should be for copy? How will you unfold the content material out in a visually partaking manner?
  • What sections ought to the web page embrace? For instance, does there should be a hyperlink to the contact us web page or a contact type someplace?
  • How does the web page hook up with the remainder of the web site? For instance, are you able to hyperlink to issues like case research and evaluations with quotes to tie extra of the web site collectively?

Step 2: Make the Mission Assertion Clear

In a world the place emotion influences buyer behavior, shoppers and prospects wish to purchase from firms they consider in. It’s not sufficient to have the appropriate product or worth level anymore. Folks wish to know that they’ve a human reference to a enterprise. 

On some about pages, it’s troublesome to pinpoint the actual mission of the corporate. It looks as if you must scroll by means of countless paragraphs of textual content to make your personal assumptions about what issues to the corporate. Nevertheless, a well-designed about web page places this important information entrance and heart. 

For example, on the Apptopia about us web page, the subheading tells you all the pieces that you must know in regards to the model. This heading immediately tells the viewers whether or not it’s value studying on to search out out extra. 

The perfect about us pages typically embrace much more than only a single sentence of textual content. But it surely’s value pinpointing among the important particulars from these pages and drawing additional consideration to them. A bigger font or a unique font shade may very well be good for this goal. 

Alternatively, if it’s troublesome to refine the corporate’s mission down into one message, it is perhaps value creating a complete section on the prime of the web page devoted to this data. That’s what the Toms shoe company does.

Step 3: Spend money on the Proper Belief Parts

Folks aren’t at all times positive who they’ll belief today. 

There are hundreds of thousands of internet sites on the market and billions of firms. Not all of them are going to enchantment to each buyer. Since an about web page is all about making a vital human connection between a enterprise and its consumer, it’s essential to implement as a lot belief as doable. 

The excellent news is that there are numerous belief parts you possibly can embed into an about web page to make it extra respected. Star scores taken straight from firms like Trusted Critiques and Google are an effective way to point out that an organization is already impressing its followers. 

Quotes plucked out of your prospects or segments of case research that you would be able to place all through the About Web page copy is one other nice method to present your authenticity. 

You may even take the identical strategy as Aja Frost right here and embed real knowledge and graphs into the about web page.

One significantly useful method to make an internet site’s about web page extra reliable with out consuming up an excessive amount of area is to implement belief stickers. Badges that present all the appropriate teams and regulators approve an organization are an important begin. 

Even showcasing the logos of firms that the enterprise labored for earlier than on a slideshow may very well be a superb alternative so as to add depth to their authority. 

Step 4: Convey Model Persona

Model personality is reflected within the tone of voice that an organization makes use of for its content material. You’ll be able to see an organization’s persona within the alternative of colours it has on its web site. It’s within the fonts that convey a message, and the movies, photographs, and different distinctive methods that every enterprise makes use of. 

Though a model persona must shine by means of in all the pieces the corporate does, it’s crucial on the about web page. That is the setting the place a buyer is attending to know a enterprise for the primary time. In consequence, the patron ought to immediately acknowledge what sort of model archetype they’re working with. 

Check out the Eight Hour Day about web page, as an illustration. The very first thing you see is an image of two individuals laughing. Meaning you immediately get a way of friendliness.

As you scroll by means of the web page, you’re greeted by pleasant, casual copy mixed with vivid colours and snippets of helpful data. All the pieces feels comfy and reassuring. 

Once you attain the underside of the web page, you discover a bunch of information that makes the corporate appear extra reliable. There are hyperlinks to its social media pages and a partial consumer listing showcasing manufacturers like JCPenny, Wired, and Purina.

Utilizing the appropriate mixture of font, copy, and imagery, this About web page tells you precisely what to anticipate earlier than you start interacting with the corporate. 

Step 5: Take Guests on a Journey By Time

Exhibiting prospects the place a enterprise goes with issues like model mission statements and values are nice. Nevertheless, it’s additionally value giving individuals an perception into the place a model has already been. 

A lot of as we speak’s buyers aren’t comfy shopping for from manufacturers that haven’t spent a lot time of their chosen trade. They wish to see that the individuals they’re working with have expertise, heritage, and loads of background information. 

What higher method to reveal all of this stuff than with a timeline of accomplishments? Right here’s an instance of how Marshall showcases its historical past by mentioning numerous essential historic milestones.

A timeline of occasions doesn’t should be this advanced, nevertheless. In case you don’t wish to overwhelm guests with a wall of textual content, an precise timeline that gives fast and simple insights into what the enterprise has finished over time may very well be a greater choice. 

An alternative choice may very well be to have a couple of key statements from the corporate’s timeline, then hyperlink out to a separate “Historical past” web page for individuals who wish to discover out extra. 

Step 6: Present the Human Facet

Folks don’t purchase from companies; they purchase from different individuals. 

An about web page isn’t simply an opportunity to point out prospects what an organization does. It’s additionally an introduction to the individuals behind that group. Showcasing the group members that contributed to the expansion and continued improvement makes that group extra enticing. 

Clearly, if there are a whole bunch or hundreds of staff in a group, you may not be capable of point out all of them on an about web page. Nevertheless, the web page ought to typically embrace some insights into the c-suite and vital members of employees. 

A collection of firm photographs is an efficient method to introduce your group. Nevertheless, you possibly can contemplate different choices too. For example, to take care of their distinctive model, the Tunnel Bear group designed to attract their very own bear icons that represented their personalities.

The design is cute, and it’s a beautiful method to showcase what makes the corporate so distinctive. On the identical time, utilizing this sort of illustration means you possibly can keep away from the trouble of making an attempt to get all your enterprise photographs to look constant. 

Step 7: Present Values with Visuals

Lastly, as we’ve talked about incessantly all through this information, an about web page is an important place to showcase the values of your enterprise. These are the core ideas that information you in all the pieces that you simply do. They assist inform prospects what issues most to you and forestall you from transferring within the unsuitable route. 

Nevertheless, you’re not restricted to highlighting your values by means of copy and nothing else. You may also introduce prospects to the issues that matter most to you thru visuals too. Graphics or illustrations that spotlight essential features of your enterprise are an effective way to share data with out relying too closely on textual content. 

Movies are one other good choice, significantly in case you have lots to say however not loads of time to say it in. That’s what Ben & Jerrys does.

You may also discover a stream of “points” the corporate cares about on the web site too. Which means individuals can get extra data on issues like Democracy, Racial Justice, Truthful buying and selling, and what Ben & Jerry’s is doing about all of these issues. 

Visible parts like this are an effective way to provide an about web page extra pizazz. Plus, they enchantment to individuals who wish to study your organization however don’t wish to spend eternally studying by means of the textual content. 


Create Higher About Pages

An about web page shouldn’t be an afterthought. 

It’s a vital a part of showcasing an organization’s distinctive type and persona. Used accurately, these pages convey essential details about all the pieces a enterprise stands for. 

Use the ideas above to provide extra that means to your about web page design, and bear in mind to concentrate to how a lot your visitors and conversions evolve with each replace you make. A greater about web page may even aid you to drive extra conversions.

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