“…In fact, the About Us page is one of the most highly visited pages on industrial manufacturers — over ecommerce websites — to an overwhelming degree.”

The About US page is one of the most underutilized and overlooked web elements in industrial marketing. Whereas ecommerce sites can successfully convert visitors by focusing on clear product/pricing information and easy checkouts, industrial manufacturers must sing a different tune. A longer sales cycle, a different buying approach and varying audiences force manufacturers to leverage their web content in a different way in order to see conversions — an RFQ or hit to the contact page.

It does bear mentioning, that after analyzing web data for several of our customers, the About Us page was found to be more important than previously thought. In fact, the About Us page is on of the most highly visited page on industrial manufacturers — over ecommerce websites — to an overwhelming degree.

Because the About US page has shown to be such a critical piece of the conversion process, it’s important to formulate it in such a way so that it really delivers the information required for your customers to feel confident enough in you to take the next step.

Increasing Conversions: Three Things to Remember When Creating In An Industrial About US Page

1. Open With What You Do.
This is a no brainer. Your about us page should be a reinforcement of your sales strategy, and should capture the user right away. Opening your copy in this way gets to the point. In writing about your business, focusing on what you do rather than your company history is a good guideline.

2. Remember Your Audience
The complex industrial sales cycle involves a number of different channels, from sales reps, to distributors, retailers, owners and engineers. Think like your audience — what information, aside from products specs and pricing options — do they want? What sets you above your competition? The About US page is the perfect place to deliver this information. After all, it’s …about you.

3. Qualify Your Business

Your customers want to discover things like:

- The quality of your equipment
- The legitimacy of your facility
- The skills of your equipment operators
- The credentials and expertise of your engineers
- Industries Served (This is a big one. Give examples and enough information for your visitors to identify as a good potential customer)

Other things to include can be employees bios, separated “industries served” pages (more content!) or images of your facility. Capturing interest is key, and in addition to supplying the above information, writing personably is another good guideline. Whom ever your visitor — speak to them. Identify with them. Instill their confidence in you. Temper vanity with objectiveness. If you’re confident in your abilities, your visitors should be, too. Your About page will reflect this, and, as the second highest visited page, and often the page directly preceding the contact form, you can’t afford to NOT rethink the message you’re conveying.

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