The ‘About Us’ page on your Hawaii website isn’t just another page to fill web space; it’s one of the most important pages on your website. This is where visitors will go to learn more about your business, what you do, what you can offer them, and who you really are as a company. Too many Hawaii businesses simply jot down a short, impersonal message about what their company does and leave it at that. But this is a big mistake.

Your ‘About Us’ page is a chance for you to establish trust between you and your customer, communicate key facts and ultimately, create a relationship between you and every single visitor your website gets. It’s also the first place most visitors will go, especially if they’ve never been to your website before. Below are some ideas to get you started on making a killer ‘About Us’ page so that soon, customers don’t only know about you, but you’re the first place they turn when they need your product or service.

A mission statement

Your Hawaii business may have a mission statement already and if it doesn’t, you should create one. A mission statement is a short statement that tells the customer what the company’s purpose is, how it operates, the kind of product or service it provides, and the fundamentals of the company. In short, it lets the customer know quickly what they can expect from the company, and why providing the product or service is so important to the business.

By the time the visitor has landed on the ‘About Us’ page, the chances are good that they already have a basic idea of what the company does. For instance, it’s unlikely they would land on a real estate company’s ‘About Us’ page if they were looking for a tailor in the area. For this reason, the page shouldn’t just tell customers what you do, but rather why it’s important to you.

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For instance, if a company was an app creation company that had just designed a new app, their mission statement likely would not say, ‘We’re the company that created the OrganizeIt app,’ and leave it at that. But it might say, ‘We want to make your life easier and more organized than ever before. We get excited about creating new features and products that will organize the details, so you can get on with the rest of your life.’

The difference is that the former mission statement is very formal and more importantly, doesn’t convey any emotion at all. The latter on the other hand, is inspiring and makes the customer feel something, which may turn them into a conversation rather than one more statistic to add to the website’s bounce rate.

If you’re unsure of what your mission statement should be, ask yourself a few questions. Why does your company do what it does? How do you help your customer? What problem do you solve? How can you explain your work without using any jargon that those not in the industry can still understand?

One of the key ideas behind a mission statement is that it’s just that – a statement, not a novel. Keep it to no longer than two sentences and you’ll get that clear, concise content every website should be after.

Include real, live people

This doesn’t mean that you have to include a chat box within your ‘About Us’ page. The chances are that if you have a chat or message box, it appears on every page of your website anyway. But it does mean that you have to not only talk about yourself, but also show yourself. Include pictures of staff members, events that your company has either hosted or attended, or even of clients that you have helped.

Remember, this is your ‘About Us’ page, and so it’s time to talk about you! You’ll most likely dedicate the rest of your website to talking about your customer and their needs (or at least you should), so this is your one and only chance to really let them get to know all about you!

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Don’t keep the talk revolving around the Hawaii business alone

As a Hawaii business owner, you probably eat, breathe and sleep your business. And if you have really dedicated staff members, they might too. But let’s be honest. Not every single second of anyone’s day is dedicated to their work, and the ‘About’ page is a great place to show some personality.

So don’t be afraid to be quirky and fun on your ‘About’ page, and feel free to go ahead and allow staff members to include their personal hobbies and interests within their bio. Remember, this is a chance to let your customers get to know everything about you, so you don’t have to keep it entirely formal or business-focused.

Don’t forget to talk about the company

While it’s okay to show your fun side on the ‘About’ page, remember that visitors are still coming here to learn more about the company – so don’t forget to talk about it! While you don’t have to keep it super formal, you should still include some talk about what the company does.

Don’t be afraid to highlight the things you’re really proud of. That may be that you offer outstanding customer service times, the diversity of your staff members, or how many people you have working in each department. There is likely something that you brag to new customers about the first time you meet them, and the ‘About’ page is a great place to do it!

Include a call to action

About 90% of all ‘About’ pages do not include a call to action and this is a big mistake. Why make the effort to be so fun and quirky and inform potential Hawaii customers about what you can do for them without providing them with a way of doing it?

Now is the time that you have your visitors’ attention, so make the most of it by giving them a call to action to act upon! If you don’t, they’ll have to click back, possibly through multiple pages, and they may lose that momentum and excitement and possibly, their excitement in the meantime.

When you provide a form or other call to action along with the pertinent details, visitors won’t even have to open a new tab to contact you. And that can make a world of difference between simply traffic to your site, and conversions through your Hawaii website.

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