The bad news: erosion of consumer trust in website content is a threat to website conversion rates.
The good news: marketers can send signals that build trust and enhance conversion
Starting with the About Us section.
How users validate content before they buy
A study from The Nielsen Norman Group found that web users “compare corporate content with third-party reviews to form a holistic opinion of a company before initiating business” with them.
The About Us section is where much of this validation begins.
Users scan, skim, and read what a company says about itself, and triangulate with amazon reviews, social media posts, consumer websites, and industry media.
When those outside sources agree or echo what’s in the About Us section, consumers tend to short-list that particular company as they move from Awareness to Consideration, whether shopping for a product, a service, or a job.
8 ways to build a conversion-boosting About Us section
1. Start by examining current page performance. Get a baseline sense of bounce rate, engagement, and scroll-depth.
2. Tell your story. Storytelling is your brand’s journalism. So curate anecdotes about leadership, customers, and employees. And don’t be afraid to explain the company’s humble beginnings.
3. Use historical timelines. If your organization has a long, illustrious history, render it graphically. Consumers may not examine it closely, but within the About Us section, a timeline reinforces longevity, durability, and experience.
4. The truth about ratings and rankings: They work. As consumer attention spans decrease, people seek fast, easy ways to understand a company’s reputation. Featuring endorsements in About Us (like our client Treasury Partners) is a trust signal that’s easily understood.
5. Use social proof – sparingly. Our view of social proof in About Us sections is that it’s like currency. If you print too much of it, it becomes devalued. Three powerful quotes that speak to different aspects of the company can be sufficient.
6. Connect users to leaders. In our experience, no website visitor expects email access to the CEO, but empowering access to Director-level and Managerial personnel is a signpost of transparency and openness.
7. If you have a Mission & Vision, share them. Ditto for content related to community engagement, clean-energy, values, and DEI. You’d be surprised how many companies simply fail to do this.
8. Position About Us in the upper left section of your home page. It remains a fact that the upper left quadrant of your site is where eyeflow begins. Make sure About Us doesn’t get buried. Even if it’s in a sandwich menu, feature it.
When you’re ready to use evidence-based practices to solve marketing communications problems, contact us.