Why Your ‘About Us’ Page is So Important
Your About Us page tells visitors to your website who you are, what you can do for them and why they should trust you.
This page is often the first place potential clients will go to get an overall impression of your firm. So it’s important that you use it to its full potential.
In this guide, we’ve set out the main benefits of having an About Us page and how you can best optimise this area of your website.
1. Connecting with potential clients
Your About Us page should be a place where you can talk about your firm and let people know why they should choose your services.
It’s a place to communicate directly with potential clients, so try to keep it as open and transparent as possible. Think of your About Us page as an introduction to your firm, starting off with a brief explanation of who you are.
Making this initial connection with visitors to your website could mean the difference between them staying and potentially converting, or returning to the search engine results page. So it’s important that you try to capture readers’ attention while you can. To do this, you could:
- Add infographics, videos or other visual content
- Include internal links to related pages
- Incorporate photos and bios of staff members
- Mention your accomplishments
This isn’t an exhaustive list, but it could provide a good jumping-off point for making your About Us page as engaging as possible.
2. Showcasing your expertise
While your About Us page is ultimately a summary of your firm, it should also be client-focused.
Think about how your expertise and qualifications could help someone looking for legal support. Then use these points to persuade the reader that you’re the best law firm to help them. One example could be including a short company history to portray your experience in the industry.
Your About Us page is a great platform for setting yourself apart from competitors. So try to put across what makes you different in a way that’s succinct and easy to understand. This could be your specialty in a certain area of law, or your ability to provide a personalised service.
Whatever your unique selling point is, make sure that it is clearly laid out on the page for visitors of your website to see.
3. Building trust and credibility
When a potential client is looking at your website, they’ll want to know they can trust you. This is especially important in our sector as people are often at their most vulnerable when looking for a solicitor.
For instance, if someone has suffered a personal injury, they’ll want to know that you’ll treat their case with sensitivity and do your best to get them the outcome they deserve.
It can be difficult to build up a trust-based rapport with potential clients online. But your About Us page could help to lay the foundations. Some of the best methods for creating a level of familiarity include:
- Adding links to your solicitors’ employee profiles – such as LinkedIn accounts or work-based Twitter accounts
- Incorporating your firm’s values and motivations
- Outlining key achievements or industry awards
If you’re not sure where to start with this, try to put yourself in the shoes of someone searching for a legal service. What would you want to see to put your mind at ease, and what would convince you get in touch?
Getting the best out of your About Us page
If you already have an About Us page, ask yourself:
- Does it create a connection with readers?
- Does it show that you’re trustworthy?
- Does it tell visitors who you are?
If the answer to any of these questions is ‘no’, it might be time to take a look at updating your About Us section.
And if you're not sure where to begin, think about the 'who, what, when, where and why' of your firm: who you are, what your firm does, when you started doing it, where you operate and why your firm works the way it does. These points will give you a good basis for outlining the structure of your page.
It’s important that your About Us page is treated as an ongoing project. As your firm grows, your About Us section should reflect the changes. This will ensure that visitors to your site get a full idea of your experience and achievements to date.
To find out how First4Lawyers could help to boost your marketing efforts and bring you high-quality leads, get in touch with us today.
