![]() ![]() ![]() Now, users prefer About Us content that is authentic and transparent. However, recent studies reveal that consumers are pickier today than they were 10 years ago. In the course of its research, Nielsen Norman Group has consistently found that website users appreciate About Us pages that are easy to find and understand. The Makings of Strong ‘About Us’ Page Content The participants also shared what made an About Us page stand out in favorable ways. As Nielsen Norman Group anticipated, participants rated the About Us page as the most helpful of all landing pages. In one study, the group asked 20 participants from various backgrounds to attempt to learn more about organizations’ purposes, locations, values, missions and histories from their websites, and to complete a series of tasks. To drive home the importance of an About Us page in the sales process, Nielsen Norman Group studied this overlooked asset for over a decade. Influencers, journalists and content creators who need to learn more about a company to craft strong and accurate content.Job seekers who want to determine if an organization is a good fit for them.Investors who want to learn more about a potential new partner.People who are interested in organizations with which they have never done business.Professionals who wish to partner with new vendors.Individuals who are in the market for legal, medical or consulting services.Below are a few examples of people who commonly refer to About Us Pages, and in what situations: Individuals who do read About Us pages are likely in the process of making a major purchase decision. While it may seem unimportant to you to focus your resources on a page that not everyone will read, your efforts can pay off. As such, it needs to be well-written and, because it’s often one of the most overlooked pages, it needs to immediately stand out. While every piece of content on your website should reflect your brand’s identity, goals and values, your About Us page should serve as the foundation on which you build your entire website. Your About Us Page Content: Does It Really Matter? You need compelling content that tells a story, which is why many businesses choose to outsource their content needs to website content creation companies. However, not just any About Us content will do the trick. One of the greatest pieces of content you have on your website to help differentiate yourself is your About Us Page Content. While aesthetics and layout are essential to retaining website visitors, content is key to attracting the right people and convincing them to choose you over your competitors. When building a website, it can be so tempting to get caught up in all the bells and whistles of the design. ![]()
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