The about us page. It’s a simple yet essential element of legal sites.
A study by KoMarketing even found this to be the third most important page on websites across the board with 52 percent of people wanting to see a link to it from a homepage. The only information that was more important were the actual products/services and contact information.
But the fact that it’s so ubiquitous means that many lawyers skimp on the about us page and make only a half-hearted attempt. Let’s now take a look at some critical components of an outstanding about us page so you can impress your visitors and generate more leads.
A Unique Value Statement
Often, the first thing you’ll see is the very bland and vanilla “About Us” or “Who We Are” at the top. But this is generic and really a waste of text space because visitors already know what the preface of this page is about.
A better way to grab a visitor’s attention is to start with a unique value statement so they’ll know exactly what you can do for them. An example might be “We’re here to help you win your personal injury case and get the settlement you deserve.”
This is a good way to transition to the rest of your content.
An Intriguing Story
You’ll obviously want to include the essentials like when your law firm was formed, your education, areas of specialty, and so on. That’s a given.
While a formal approach is usually in order, it’s nice if you can inject an intriguing story in there as well.
- What was it that motivated you to become an attorney?
- What do you love most about your profession?
- How have you helped others?
- What other passions, interests, hobbies do you have?
These are just a few potential topics you can discuss to give your about us page some life. Try to make it personable and give it some warmth so potential clients can see the big picture and what you’re like as a person.
Big blocks of uninterrupted text can be overwhelming. But you can break it up and improve the aesthetics by including a few images throughout the page. This should give it some added “scannability” so that visitors can digest it with greater ease.
At the bottom, you’ll want to include a crystal clear call-to-action (CTA) so that visitors will know exactly what to do next. This is critical for getting them to take the next step and for ultimately maximizing your conversion rate. Your best bet is to keep it simple and say something like, “Contact us today to discuss your case.”
With just over half of website visitors expecting to see an about us page, this is definitely something that you want to get right. In some cases, it can mean the difference between obtaining a new client and losing them to a competitor.
By including the elements listed here, you should be able to fully optimize this section of your site and motivate more prospects to inquire into your services.