Going Beyond the Homepage: Crafting Engaging About Us & Contact Pages

on 22 April 2024, by Bogdan, in Blog, WordPress, Cloud, Guides

by Bogdan

After you’ve invested your time and effort to build a highly converting homepage, the next top priority is to focus on your About Us and Contact pages.

These pages are for curious visitors who want to learn more about your business or talk to you directly upon their visit. Therefore, if you’re a site owner after more and more conversions from all fronts, you shouldn’t underestimate the power of these pages as most websites do. Or neglect them during your website revision projects.

Instead, our guide will provide useful tips to help you revamp your About and Contact pages to maximize their effectiveness.

We’ll cover the following:

An overview of About Us and Contact pages
How to create the perfect About Us page
Five Key elements of a Contact Us page

By following our guide to the end, you’ll turn your About Us and Contact pages into valuable assets for your website and drive more conversions.

Let’s get started!

An Overview of About Us and Contact Pages

We’ll begin with what an About Us page is all about first!

If you want to establish your website as the leading authority in your industry, you need to have an About page. While it isn’t the most visited page, the About page is a valuable source of information for those who want to know more about you and your business.

On this page, you need to tell your story to connect with your readers. Share your journey, accomplishments, what sets you apart, your company's values, how you will help your visitors, and where you stand today. Don’t just list facts about your brand only.

Why an About Us page is important

Here are a few reasons why you need to have an About page on your site:

It humanizes your brand: The About page allows you to humanize your brand by sharing stories about the people behind it, including founders, team members, or key stakeholders. This personal touch helps visitors connect with your brand on a deeper level.
It differentiates your brand: An About page lets you highlight what sets your brand apart from competitors. You can showcase your unique selling points, values, and achievements, helping you stand out in a crowded marketplace.

Enhances SEO: Including relevant keywords and phrases on your About page can improve your website's search engine optimization (SEO). When potential customers search for terms related to your brand, having an informative About page increases the likelihood that your website will appear in search results.
It encourages engagement: A well-crafted About page can spark curiosity and encourage visitors to explore other areas of your website. It may also prompt them to take action, such as signing up for your newsletter, applying for new open roles within the company, following you on social media, or making a purchase.

What is a Contact Us page?

A Contact Us page differs from other pages on your website as its main objective is to provide details on how to contact you.

You can think of it as similar to a digital business card – brief and concise. But if someone wishes to talk to you directly, they’ll use this page to reach out. To entice that click, the contact page should embody your brand and contain some value proposition for doing so.

Why the Contact Us page is important to your business

It provides a door for direct communication with visitors: for various reasons such as addressing inquiries, customer support, exploring partnership opportunities, requesting technical assistance, or asking general questions about the business, etc.
It’s a trust signal: when you share information like your location and highlight your phone number and email, It also demonstrates to wary consumers that they can reach you anytime.

That being said, let’s see how you can create these pages starting with the About Us page first. Then, the Contact page.

How to create the perfect About Us page

Sometimes, writing an About Us page isn’t the easiest thing to master considering there are several things to include in only a few paragraphs. However, with the 8 tips we will provide, it's possible to create the perfect About page today. So, buckle up!

Tip #1: Start with a stunning About page

If you have a WordPress website and want to create an About page, you don't need to start from scratch.

Instead, you can use a pre-made template that includes all the important elements of a successful About page. Look for a template that has a catchy headline (you can add a sub-headline if necessary), benefits, a relevant image, a story, a call-to-action, good color choices, easy navigation, and other key components. Every key element plays a significant role in your About page as we’ll see shortly in the following tips.

Unsure of where to start? Brizy is here to help! This plugin offers multiple templates to start with.

Use Brizy starter templates to design your About page

Brizy starter templates offer optimized options for setting up your About page quickly and efficiently. You just need to choose the template that best suits your needs, select the appropriate color scheme and fonts, make a few other adjustments, and you're all set. It's really that easy!

Ensure the template you choose has the key elements we mentioned above. This entirely depends on you, though.

Once the foundation is completely set up, implement the next tips for an outstanding About page.

Tip #2: Get in your audience’s shoes

Before you start writing your About Us page, it's crucial to understand who your target audience is. You should ask yourself what motivates them to visit your page and what problems they are facing.

This will help you understand their thoughts, feelings, needs, interests, and preferences, thus creating a customer persona that represents the typical visitor to your About page.

Once you have a clear understanding of your customer persona, you can start tailoring your message, content, or approach to resonate with and address the concerns or interests of your readers.

We suggest writing your About Us page in a conversational tone, using words and language that your target audience can relate to as if they were talking to a friend.

Tip #3: Use your About page to tell your story

If you have a personal story or a journey that you believe will resonate with your readers, this is the page where you share it. Tell your audience about all the experiences that led you to where you are now in your online business.

Here’s a brief rundown of how you can go about this storytelling part:

Tell your readers how you started.
What pain point made you start your business? What did you set out to do?

(Source: neilpatel.com/about)

What kind of difficulties did you face in your journey?
Then, share how you won in the end.
Share where you’re today, and what you plan to do in the future.
If applicable, include team photos on your About Us page. This helps put faces to names and builds a sense of connection.

During storytelling, break this down into small headings to make your story digestible for readers. Show yourself as a problem solver in the community and consider your customer’s journey.

NOTE: Avoid excessive self-praise and don't be boring.

Tip #4: State your value proposition

When you’re telling your personal story, don’t forget to highlight the value you offer to your readers.

Keep in mind that visitors to your About page have a specific challenge that requires attention. Your About page needs to promise a solution to that challenge while showcasing the benefits to readers. This should be reflected throughout the content on the page, from the headline to the call to action.

To effectively communicate your value proposition,

Your headline has to be clear, simple, and benefit-driven. It should sum up what you offer to your prospects. If possible, include a subheadline that further explains the benefits of your site to your readers.
Below the headline, write a short paragraph of 2 or 3 sentences that provides more information about what you offer.
Additionally, include a bullet-point list of your product or service's most valuable benefits.

By combining both your personal story with your unique selling points, you can create a strong impact and improve your conversion rates.

Tip #5: Choose a supporting image

For your About page to carry weight – or grab attention, if you prefer — it needs a supporting image that engages or fascinates. Otherwise, if this page is nothing but blocks of text, you will lose a lot of potential customers. So, don’t let that happen to you.

Add an image to your About page that shows who you are and what you offer. It could be your photo, a custom logo, or a short video like this one.

Tip #6: Define your mission

An about page also provides an opportunity to let your audience know what your mission is in the industry. The mission statement should be clear and concise. Normally, a great mission statement should consist of three parts:

Brand purpose: What do your brand’s products do, and who are they for?
Brand values: What does your brand believe in and stand behind? For example, companies committed to diversity and inclusion.
Brand goals: What problems are you able to solve for your customers? Why should they choose you over the competition?

It tells your target audience what your brand does, how it does it, and what your objectives are as a company.

Tip #7: Show social proof

If you want to build trust with your website visitors, you can showcase social proof on your About Us page. Here are some ways to do it:

Share some of your best reviews or testimonials. Online shoppers often rely on reviews and recommendations when making purchasing decisions.
Highlight your achievements, partnerships, and collaborations with other companies.
Showcase any awards or accolades you have received.
Mention how many customers you have served or helped so far. This can help demonstrate your experience and expertise in your field.

Moreover, sharing social proof can influence the purchasing decisions of your prospective clients. This is because people tend to copy the behavior of the people around them.

Tip #8: Include a call-to-action (CTA)

Finally, guide your readers with a call to action at the end.

After they've read your About page, they should be able to do something like sign up, subscribe – anything. As long as it engages with your website and what you offer.

(Source: neilpatel.com/about)

So, whether you choose an opt-in form, a link to your best blog posts, or something else, make sure it provides value to your readers.

Some common CTAs you’ll see on About pages are: Sign Up, Try for Free, Get Started, Learn More, Subscribe, and so on. Get creative with your CTAs to make them more appealing to your target audience. Read this article for more info on 10 Best Practices for CTA buttons.

To tie loose ends, prospects should have a way to reach out to you. In the next section, we look at five key elements to include in a Contact Us page.

Five key elements of a Contact Us page

As we mentioned earlier, a Contact Us page can’t be skipped because it demonstrates to wary prospects easily get in touch with you whenever they need to.

However, there are a few things you need to keep in mind when setting up your contact page.

Firstly, make sure your Contact page isn’t bland at all. This is where Brizy starter templates step in.

Build the perfect Contact Us page with Brizy

With our starter templates, you can create the best Contact pages that encourage visitors to reach you for help or inquiries. Everything from colors to text and fonts is fully customizable to match your business and brand.

Five key Contact Us page elements

The following are five critical pieces that constitute an effective Contact Us page for your business:

Your business name: Simply use your full business name.
Your contact information: Include a phone number, email address, and a quick data-collection form. Customers need plenty of calls to action. Fight off spam with a CAPTCHA as well.
A Google Map of your location: If applicable, embed a map of your location to assist visitors in finding your physical address.

4. Your physical address: If you’re a multi-location company, this can be a bit tricky. But make sure to use an address associated with your headquarters.

5. Links to relevant pages: If you know customers have product questions, show them to your FAQ or Help page like this one.

Include a contact form

A contact form makes it easier for customers to send inquiries directly from your website. You can get a user-friendly contact form with Brizy templates and streamline customer conversations. The form you create should only ask critical questions such as

Name
Location
Question
Email address
Phone number

If you bombard visitors with a sea of questions, they tend to click away. Therefore, keep everything short like this one:

The Do’s and Don’ts when building a Contact Us page

As you’re working on your Contact Us page, be sure to:

Put the important stuff first: Your visitors are there to connect with you. Make those opportunities easy to find and deliver an exceptional user experience. Save the rest for last.
Offer multiple communication channels: Provide options for contacting you, such as email, phone, and possibly live chat, to cater to different preferences.

3. Provide clear instructions: If there are specific guidelines for contacting you, such as office hours or preferred methods of communication, communicate them clearly on the page.

4. Link to your page: Customers look in the top-right corner of a page for Contact Us links. Make sure each page on your site connects to that critical page.

5. Prioritize mobile-friendliness: The number of mobile users has increased rapidly in recent years. According to Statista, this number is expected to exceed 7.4 billion in 2024.

In light of this trend, make sure that your Contact Us page offers a seamless tablet and smartphone experience.

6. Hint to customer service: One way to improve customer service is by setting clear expectations about response times on the Contact Us page.

7. Integrate this page into your CRM: and use analytics & insights tools to monitor customer behavior on this page. Having this information is highly significant for lead generation.

DON'Ts:

Don’t overload with too much information: Avoid cluttering the page with excessive text or unnecessary details that may overwhelm visitors.
Make contact information hard to find: Don't bury contact information deep within the website; make it easily accessible from the homepage or main navigation menu.
Avoid asking too many questions inside the form: Doing this will make it hard for the visitors to fill in the responses / taking too much of their time

Designing a Contact Us page that converts takes time, so don't rush. Take your time, test, and make changes where necessary. You can’t afford to make mistakes on such an essential part of your website.

Conclusion

Your About Us and Contact Us pages are some of the most critical assets on your website. Visitors often check these pages to learn more about you or to contact you. By following the tips we've shared, you can write the perfect About Us and Contact pages.

Instead of starting from scratch, use Brizy to lay the ground for quickly designing top-notch About Us and Contact pages. With this plugin, the more creative you get, the more effectively your pages will drive leads and streamline communications.

Article by Bogdan

Co-founder & Head of Design, Bogdan has a passion for everything that works great and looks awesome. Guilty for most of the UI and UX around this place, you can say "Hi" to him at bogdan at brizy dot io