Highlighting social proof in the “About Us” page can help brands boost credibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 09, 2020, 5:22 PM UTC

More than half of website visitors use the About Us page to find out more about the company.

Businesses should strategically create the About Us page to showcase their USP, tell the brand story and pitch sales ideas to improve conversions. This page should explain how the brand solves customer problems and makes consumers’ lives easier.

Instead of putting the spotlight on the company’s CEO, businesses should highlight their regular employees in the About Us page to earn consumer trust. Companies can further humanise their brand with storytelling, but, they should make sure the story is relatable to their target audience and reflects their brand values.

Testimonials from paying customer, fans, and even other trusted brands can further strengthen customer trust. A G2 and Heinz Marketing study found 92% of B2B buyers are more likely to purchase after reading a trusted review. 

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