How to Design an Engaging B2B About Page

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Your about page is your chance to shine and show what differentiates your brand from the competition. If you’re using a theme with templates, it may have come with a ready-made about page. You simply plug in your info. That doesn’t help you much with what to say and what to add to it, though. Fortunately, there are a ton of excellent examples of great B2B about pages out there. We’re going to look at a few of them and learn just what makes a good design.

Around 62% of buyers say they can make a purchase decision based solely on the digital content available. What you put on your website matters if you want to move people from site visitors to serious leads. Sharing your history and what you stand for as a company may just be that added push that turns them into lifelong customers.

If you want your about page to engage site visitors from the first second they land on that part of your website, there are a few rules to follow. Keep these tips in mind as you create your own pages. Implement as many tips as you can without overwhelming the user.

1. Figure Out the Purpose

Before you create an about page, you should figure out your goal for the section. Do you want to share your philosophy of always putting customers first? Perhaps you want users to know you’ve been in business for 100 years and have staying power. Maybe you started the company for a unique reason, and you think your target audience relates.

Typically, an about page features information about the business’s history or philosophy. It might include notes about leaders in the company. However, there is no hard-and-fast rule that yours has to cover the same things. Find the purpose and make yours fulfill it.

truck

Furnish Towing and Recovery serves both B2B and B2C customers. It helps truck drivers who have gone off the road and need help. The about page shares that it’s family-owned, and then goes into its location and the types of equipment and expertise it has. It serves the purpose of reaching the target audiences and assuring them they can recover their big rig without additional damage.

2. Learn From Others

When you’re first building your website, it’s important to figure out what people expect from different areas. Start by studying your competition. How have they handled their about pages? You don’t have to copy what they’ve done, but you might learn a lot about your business by studying theirs.

Branch out and examine other websites outside your industry. What do you like about their about pages, and what do you dislike? Which ones resonate with you and fulfill the purposes of your own organization?

3. Utilize Video

Humans process images much better than text alone. You can add video to your about page to enhance the written text already there. You’ll show you’re aware that more people watch videos online and are up with the trends. Those visiting your site via their mobile devices may not want to scroll for countless minutes to read, but they will click on an embedded video.

concrete

DY Concrete Pumps uses embedded video at the top of its about page. The video grabs the user’s attention from the first minute. It shows some of its processes in manufacturing and moving concrete pumps. You’ll also see some of the industries it serves.

4. Highlight Industries Served

Someone landing on your site for the first time might not be your target customer. Make sure you highlight the industries you serve. Each B2B company has a specific niche. While this shouldn’t limit you from expanding, it can show what you’re an expert in. Highlighting those industries on your about page as specific segments of businesses you serve allows others to see what you have to offer and why you’re the best choice for them.

5. Write Strong Headlines

A headline can make or break your page. Ideally, it should be short, full of action words and to the point. You want to grab your audience and pull them down the page. They may even see your headline in a search on the topic, and that could be the first page of your website they land on. It should describe your goal for the page succinctly.

lawyer

Rocket Lawyer utilizes its headline to draw the user in. It reads, “Helping 20 million people. Just like you.” It then talks about how its legal team works with people wanting to start a small business. It stresses being affordable and simple.

6. Emphasize What Makes You Unique

Every company has a different story to tell. The core of who you are as a brand likely ties back to why you started the business in the first place. If you were a struggling single mom, maybe you started a skincare line to give other women a chance to get into direct sales. Perhaps you wanted to help people by providing a much-needed service.

Whatever the reason you got into the industry, share who you are and how you hope to change the world. Show site visitors your passions and your heart, and they will be much more likely to come along on your business’s journey.

7. Show a Timeline

Visual representations bring your story to life. You can use a timeline feature to show where you started and how far you’ve come. This type of breakdown of information also keeps the user scrolling through your about page. A timeline is a sort of infographic of your company’s history and achievements. You might also list challenges you overcame to give visitors a sense of who you are.

deputy

Deputy does a good job with its timeline of events. It starts with the headline “Our Story” and the reason the founder started the business. The first circle represents the year the company started and goes into detail about the event. They are either filled with an image or text as the user scrolls down the page. It’s a very nice visual effect and engages the user.

8. Tell a Story

Don’t just lump together a bunch of facts. Think about how to tell your company’s tale as a story. You want a strong headline, and details such as challenges and victories. Think about what excites you about your firm’s history and then share that with your readers.

At the same time, however, make sure the details are something your target audience is interested in. Your average lead probably doesn’t care that you had to ask your favorite aunt for a loan, but they do care that you overcame hardship and managed to build a successful company. It shows you’ll work hard for them as well.

Build Your About Page Today

Now that you have an idea of what it takes to build a page introducing your company to the world, jot down some notes on how you’d like to arrange yours. Once you have the bones of your page up, do some split testing and try out different images, headlines and details. Eventually, you’ll hit on the perfect combination that reassures business owners you know what you’re doing but still keeps them interested in your personal story

 

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