About Us Page
An About page should offer a clear, succinct description of what you do, but it also needs to tell your story. Whether you’re an individual, a small business, a corporation, or an organization, visitors want to know not just what you do but also why you do what you do.
Even if the story of you does not directly relate to what your website is about, it tells the visitor something. Often it’s the seemingly unrelated stories that are the most interesting: You studied art before becoming a mechanic, or the company is managed entirely by people who’ve come up through ranks.
Above all, the About page should not be a sales pitch. Give visitors insights into you or your organization. Although every page on your site should help build a relationship with the visitor, that’s the sole function of the About page.
Some About pages become nothing more than a set of links to sub-pages. In that case, at least have an introductory paragraph that might satisfy some visitors, and be sure to give short explanations of what each of the links will lead to.
Every site needs a centralized location for contact information. Even if you have some of it posted on the sidebar of every page, make sure that contact information is accessible entirely through this one page.
At a minimum, a contact page should have a basic form: name, e-mail, comment box, plus a telephone number if applicable. Helpful extras on a general contact form can be a drop-down menu describing what the message is generally about. This can help you quickly sort e-mail and also helps visitors know what they can use the form for. if you need to collect more specific information (for sales leads, quotes, and so on), create a separate page and form.
Frequently Asked Questions (FAQ)
Visitors always have questions, so answer the most common ones on a Frequently Asked Questions (FAQ) page. Some people find the term FAQ cliche, but whatever you call it – Support, Customer Questions – the idea is to anticipate what your visitors will want to know. Not only does it help them, but it also shows you’re thinking about their needs.
The trick with about an FAQ page is to pay attention to the world Frequently in the title. The questions should be ones that a lot of visitors might ask or ones that most people in a select group would ask.
Answers to FAQs should be fairly short. If a question gets to be more than a paragraph or two, it might warrant its own page within your content. A part of keeping answers short is to link to a place on your site that helps answer the questions. Don’t assume the visitor has seen the information on that page – people often go to an FAQ page before looking around on your site. Also, if there’s a good answer to the question on another site, link it.
When you ask a friend if he’s tried the new restaurant that just opened, you’re doing exactly what your visitors want from your websites: a recommendation from someone who’s been there, done that and liked it. Reviews and case studies provide similar reassurance.
If the people giving you testimonials agree to it, have them send photos of themselves. This can help make the testimonial all that more effective by humanizing the text. If they agree, it’s also very important that testimonials contain their position and the name of their organization because it can greatly add to your credibility as well as the credibility of the testimonial itself.
When you’re using reviews, be sure to quote them fairly and then link to a copy of the full review on their site. If you’re going to publish the entire review on your site, it’s a good idea to get permission and still offer back to the original.
For case studies, get the permission of the client to publish even bare-bones details; if that’s not possible, it might be better not to use the example at all. Some people disguise the client’s identity, but even if it’s done right, visitors might wonder why the client doesn’t want to be identified.
This might seem obvious, but some small businesses, in particular, think this all belongs on the home page or is covered in their About page. Your services might be mentioned on those pages, but the details (even if only a paragraph or two) belong on a separate page. And if there are several services or products, each needs its own page.
In a time when people are increasingly concerned about their privacy online, a page detailing your policy on the subject is not only important but also might be a requirement from a legal standpoint.