As a digital marketing agency, Markentum has designed and developed our share of websites, and our priority is always on performance and the user experience. Therefore, when considering adding a page to your website, you should ask, “what value does it bring to the user?” OR “what value does it add to your website?”
One page that adds value to both is your website’s ‘About Us’ page. Many view the ‘Who We Are’ page as a chance to highlight their company’s history and background, but, instead, it should focus on the user. Your ‘About Us’ page is the perfect opportunity to highlight how your senior living community’s experience and services can improve the lives of your website’s visitors.
Below, we’re sharing why your ‘About Us’ page matters and how to use it to grow your business.
Attract Your Ideal Customer
At Markentum, we believe effective marketing starts with storytelling. People love stories; they want to be entertained, engaged, and relate to the content they read. So while your website’s ‘About Us’ page should include facts about your company, it should also tell the story of your company.
For example, instead of focusing on the history and development of the brand, tell the story of why the brand was established in the first place. Maybe it’s a family-owned business, which can appeal to users who are looking for a smaller, more intimate community. Or maybe the founders have a personal connection to senior care, which can connect with those on similar journeys. When that ideal prospect comes to your site, you want to make them feel like that page (and your brand) is speaking directly to them.
Of course, it doesn’t hurt to emphasize your awards and achievements. You want to set yourself apart from your competition, so talk about your company’s accomplishments and awards, and emphasize how you prioritize quality care. You may also want to incorporate customer testimonials or pull in positive reviews since 90% of people are much more likely to trust a recommended brand (even from strangers).
You can also use your website’s ‘About Us’ page to connect visitors with your community before they ever walk through your doors. The human eye is naturally drawn to faces, so by including photos, biographies, and quotes from key employees - especially those a new prospect would interact with - you can start to build trust with your brand.
This is critical for your business since new research suggests “a lack of consumer confidence in a brand may be delaying people from buying — or prompting them to shop elsewhere,” (forbes.com). Build trust with your audience by being transparent, honest, and relatable about your company and its offerings.
Remember that users wouldn’t have clicked on your ‘About Us’ page if they weren’t already engaged with your website and ready to learn more about your company.
In today’s climate, especially in the senior housing industry, hiring is more important than ever - and more of a challenge than ever. Beyond attracting your ideal customer base, you also want to think about your ideal employee. Your ‘About Us’ page is also a chance to share your company values and showcase the company culture.
Monster.com, a recruiting website, shared, “job seekers will want to know all about your company, starting with the basics of your organization. They’ll come to your website looking for information about your organization’s history, founders, location, markets served, current employees, and so on.”
They continue by sharing how “team member biographies can help tell your company’s story, especially when presented in a visually engaging and friendly way. These synopses give job seekers insight into the experiences and skills that help people succeed at your organization while providing a sense of your company culture.”
Put the User First
All of your concentration has to be on the visitor. You need to give valuable information about your company and show how your business, experiences, and services will solve their problems and benefit them.
If you’re considering your website’s performance or would like to learn more about our website design and development services, contact Markentum today for a free evaluation – we would love to learn more about your senior living community!