With the right content, you can turn your website’s “About Us” section into a powerful tool for generating new business and solidifying your brand. To do so, you’ll need to optimize the page by including the important features discussed below.
Your “About Us” section could have every feature in the world. It wouldn’t matter if your website users didn’t care to read it. That’s why your company needs to frame its “About Us” section around an actual story -- not a series of engineering-industry buzzwords.
Doing so will help your viewers to connect with your company in more meaningful ways. Telling a good story about how your business came to be will also get your readers invested enough to read on to the parts of your “About Us” page that you really want to share. That could be a call to action, a contact form, or whatever else you want.
The story you tell will also work to reinforce your brand’s image. In fact, this is something that consumers actually want companies to do. A recent study found that 80% of people want brands to tell stories.
Similar to telling an actual story, bios and staff introductions can help turn your engineering company from something abstract into something that’s more concrete. Including this info in your “About Us” section is an opportunity to express the personality of your company in a way that will resonate with would-be customers.
You can do this in a few different ways. If you’re a small company, individual bios and photos can pack a big punch. However, if you’re a larger company, these can be difficult to maintain -- especially as employees filter in and out of different roles. In this scenario, you may be better off going with an overall company bio and a group picture. This still presents the opportunity to add personality to your page without requiring much upkeep.
It’s often a good idea to build out a page that’s dedicated entirely to your company’s recent successes. However, it’s still worth including one or two examples of this in your “About Us” section. Doing so is an excellent way to demonstrate the kind of value that your company can provide in an area that’s usually going to see more traffic than the other parts of your website that may contain this information.
Onsharp knows all about the value companies generate when they highlight their unique services through actual client success stories. It’s something we highlighted while redesigning the website for a commercial real estate company based out of Bismarck, North Dakota. We’d be happy to do the same for your engineering website.
Your “About Us” page can serve as the gateway to the rest of your website. It’s an opportunity to highlight who you are, what you’ve done in the past, and what you can do for new clients. As you discuss these things, it’s important that you make it easy for your viewers to verify the information that you’re providing and to let them explore the parts of your business they’d like to learn more about.
Links accomplish this. That’s why it’s so important that you use them correctly on your “About Us” page. However, internal links are just one part of the equation. You can also use this part of your website to link to your social media channels and even to some of the partners that you interact with. This is an easy way to add value to your “About Us” section that’s often overlooked by engineering companies.
Onsharp has extensive experience with helping engineering companies create better websites. We’d be happy to tell you more about how we can do the same for you. If you’re ready to take your “About Us” section to the next level, get in touch with us. We look forward to hearing from you!
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