It’s easy to underestimate the profit-building power of a well-crafted “About Us” page. A well-optimized page can help you establish credibility and authority of your business, build interest in your services and products, improve search engine rankings and ultimately drive more cart conversions. Creating a memorable, compelling “About Us” page doesn't have to be a difficult task – here are a few strategies to create a page that will engage your customers and build online sales:

Keep the content brief and concise

Potential customers respond best to content that is brief, concise and easy to scan. Your “About Us” page should ideally contain 400 or fewer words. This gives you the ability to draw prospects in before their attention wanes. It can be challenging to concisely create a compelling snapshot of your company. Before you write the content for your page, it’s a good idea to make a list of the key points you want to include and use the list as a framework for your content. This can help you choose your words carefully and make your content as compelling as possible.

Tell Your Company’s Story

When visitors land on your “About Us” page, they genuinely want to know more about your business and how its products and services can help them. One of the most engaging ways to offer information about your business is to tell a story. Storytelling naturally draws readers in and keeps them on your page. Your story can include information about how the idea for your company began, your company’s mission and vision and the general plans for future growth.

Make your “About Us” page personal and meaningful

It can be tempting to take an impersonal and corporate approach to writing your About Us page. Invariably, though, using impersonal language can alienate your customers. People tend to easily see through corporate language and it makes it harder to form a meaningful connection with individuals. By making your content personal, you create a connection with your prospects, making them feel valued and appreciated. It also makes the information you present about your company more memorable, which helps establish your business as the obvious choice when prospects need the services and products you offer.

Include complete company contact information

This makes it easy for prospects and customers to get in touch with you to ask questions, place orders, or resolve problems with order fulfillment. Your contact information should include your company's name, physical address, and email address. It should also include a phone number – if possible, include a toll-free number customers can use to contact a sales or service representative. Making it simple for prospects and customers to contact you will improve your ability to build long-term, profitable business relationships.

By applying these strategies to the About Us page, you help build trust, establish brand credibility and ultimately increases website conversions. I’d recommend you take the time to look closely at this page and optimizing it – it’s definitely a page that can convert visitors into sales and worth spending time on.