Very often people think of their about us page as a corporate dumping ground or an afterthought – something that has to appear on a website, but are baffled when it comes to working out what exactly needs to go on there.

This is a real problem, because the “about us page” is a key way to build online credibility – and as you’re already aware, customers only buy from people they know, like and trust. So lousy about us information = lousy sales!  This problem worsens, the more expensive the products and services are, so it’s vital that you get the about us page right.

Here are 3 ways to improve your about us page and make sure customers know more about your business.

1. Communicate your USP Clearly.

Many visitors arrive at your site directly from the search results – and guess what’s listed on the search results page along with your website – your competitors. They are only a click away. You can’t afford to be lax.

Of course it’s important to have a professional, intuitive website, but if visitors don’t have confidence in the organisation behind it – sales and profits inevitably suffer.

By adding your (unique selling point) USP, you are encouraging the visitor to see value in what you do, and also differentiate your business from your competitors. What’s more if you don’t tell prospective customers about the benefits of buying from you, no one else is going to – right?

Explain how you solve people’s problems quickly and easily – that’s great information to include on your about us page.

2. Provide Bios of Key Staff

Ultimately, people buy from people they feel comfortable buying from, even when those people are part of a large organisation. When you use your about us page to demonstrate the charisma and personalities behind your organisation, the unique knowledge and skills you possess etc, you make your business more likeable and trustworthy in the eyes of the user (customer). It helps to combat corporate facelessness and promote the idea of expertise, honesty and integrity.

3. Offer a Brief History of the Organisation

Visitors want to know that the company they are buying from is not just being run from someone’s back bedroom. Adding information about the organisation’s roots to your about us page is helpful. It doesn’t need to be a dry piece, describing everything in minute detail. Try to keep it interesting and “personable”. Perhaps mention some impressive statistics, list awards you have won or reference magazines articles and interviews published about your business.

Have a review of your about us page – is it helping or hindering your business? Fixing your about us page can be a really quick fix and boost your sales.

If you have some comments about how you have improved your about us page to improve your online credibility, just add a note below.

If your business needs some in-depth training on how to improve online credibility, check out my comprehensive course, the Website Success System, which has a whole module on credibility and how customers perceive your business online. Getting rid of showstoppers like this is critical to increasing your online sales and securing the long-term future of your business.

A user-friendly business website is similar to excellent customer service in that you tend not to pay attention unless you don’t get it. Nearly everyone who uses the Internet has come across websites that are frustrating to use.

Business websites that are not user-friendly are typically difficult to move around in, unreliable, have many non-functional links, do not load quickly, and tend to bury critical information so that no one can find it except for users who are more determined than usual. This is a great example of how to create a website that won’t sell anything.

For the most part, these kinds of sites are becoming rare; however, they are still more abundant than they should be. It’s essential that your website is user-friendly if your business is going to be a success online.

This post lists 10 of the best ways to increase your website’s usability.

1. Make sure that your site shows up in the top results of search engines.

• Many of your users will employ the services of a search engine when they want to go to your site, even when they already have your address in their minds.
   
• Searching is easier and less error prone than typing a web address in.
   
• If your company website is completely optimized for search engines, it will most likely appear as a top result when someone searches for it.

2. Don’t let visual style get in the way of information.

• Unquestionably, graphics are wonderful additions to websites, but the best websites are the ones that allow quick and easy access to content – not the just most creative or prettiest sites.
   
• To make sure your users can get to your content, do not employ a lot of big pictures and pointless animation. Sure, they can look good, but they will make your website run slow and interfere with your users’ access to key information. This creates a negative user experience.
• Welcome pages and animated splash pages are unnecessary and will require more effort to get to your content.

3. Ensure that your content can be located easily.

• In general, all pages need to be fewer than 3 clicks away from the homepage on a business website.
   
• You don’t depend on your primary site navigation alone to get your users to the content they’re looking for, particularly if your website is big.
   
• Embed links in your text and include a hyperlinked site map to allow users to jump to the content they’re looking for.
   
• A sitemap will also aid in guiding search engine crawler programs.
   
• By providing keyword search capabilities, your users can efficiently and easily search your entire site for the content they need.
   
• Put a print button on each page in case the visitor wants a hard copy. This is particularly good for pages that tell your visitors where to find your offices or print out product information sheets

4. Provide intuitive navigation.

• Users will determine very quickly whether or not they are comfortable on your website. Intuitive business website design quickly puts visitors at ease, conveys the feeling that your organisation is trustworthy, and reassures visitors that they will find the information they need.
   
• Keep your navigation in a clear, consistent location. Try to avoid menu items that expand where possible, as these features can obscure choices the visitor might be trying to “see.”
  

5. Help users keep their sense of direction and location within your site.

• Make sure users know what page they are on at all times, can tell where they have been, and can easily navigate to pages they visited earlier on your site. 
   
• Also make them feel comfortable as they explore by providing a way to return to your homepage by simply clicking on your logo.
   
• Arrange menus and templates by color to help keep the user oriented.

6. Make sure everyone can use your website.

• In the UK and the US, websites are mandated by law to be accessible to everyone, so developers and site owners can be in trouble if they don’t provide a minimal number of accessibility features as described by the law.
   
• This law is mainly targeted at making sure websites are accessible to people with disabilities, but it will benefit other users as well. It can often help as part of your search engine optimization strategy too.
• To improve the accessibility of your site, allow the user to change the font size of written material, include alt tags with images, and use good contrast to distinguish text from the background.

7. Limit scrolling on all pages.

• Never use horizontal (left/right) scrolling, and use vertical (up/down) scrolling sparingly.
   
• Horizontal scrolling is typically introduced when the site was developed and tested on a high-resolution monitor than the average user uses.
   
• Vertical scrolling is set by how much information is on the page.
   
• Reading written material on a computer monitor is more difficult than on paper, so you should break up your information into several pages if necessary.
   
• Always break up large chunks of text with headings, subheadings, and bullets to make it easier to read.

8. Use white space and keep your copywriting brief.

• Page design is important to facilitate the flow of content, and how much text you have on your site impacts this flow. Pages containing a lot of text and very little white space can be harder to read and might push away users.
   
• Finding the correct percentage of white space to text is a delicate balance when designing website text. Typically, as the old saying goes, less is more.

9. Don’t ask for too much registration information.

• When requesting users to sign up on your website, you naturally want to get a lot of information from them for later use. However, don’t ask for so much that the visitor won’t complete the form.
   
• For example, suppose you want your users to sign up for email newsletters or a presentation. In such a case, you can only ask for certain pieces of personal data without scaring them off.
   
• You also need to think about how you will keep their information secure and reassure your subscribers you will take care of their personal details.

10. Check your site in different browsers.

• Microsoft’s Internet Explorer (otherwise known as IE) is the most commonly used browser right now, but Firefox, Chrome, and Safari are all gaining popularity. Make sure that all users can use your site to its fullest extent by designing your site for cross-browser compatibility.
   
• You can tell quickly tell if your site doesn’t work with these other browsers if the menu bars don’t align correctly, buttons appear in strange places, or areas of body text overlap.
   
• http://browsershots.org/ is a great way of running lots of tests in different browsers without loading your computer up with browsers you seldom use 
   
  Tip: Remember when you use BrowserShots to make sure you select the common browsers your visitors are likely to be using otherwise it can take a long time for the results to be produced – I found that out the hard way!

Final Thoughts

Remember, to provide a pleasing user experience for visitors and to increase your online sales, pay attention to usability. A user-friendly business website is a key part of a successful Internet marketing strategy.

Improving your website by making it more user-friendly is a great way to make it more profitable. Always strive to avoid resorting to pushy internet marketing ploys and scams, like disabling the back button, that frustrate customers and can permanently alienate them from you as site owner and a business. 

Remember these key points and you’ll know just how to create a website that really sells and increases your profits.

Here’s another video usability review this time looking at http://www.danielpitt.co.uk where I share some tips that can be used to improve this website.