A lead-generating website needs to provide compelling copy to persuade an action from your audience. A perfect place to do so is on your company’s About Us page. This is where you share your story — what makes your business unique, trustworthy, and valuable as a partner. The About Us page should be easy to navigate with informative, useful, and overall engaging content — but too often, this page reads like an afterthought.
The following tips share key information that a manufacturing company’s About Us page should contain to engage your website visitors to contact you. Plus, we’ll take a peek at a few industrial companies who have this About Us page thing nailed down and gain some insight from their examples.
What To Include On Your About Us Website Page
While most pages on a manufacturer’s website are dedicated to promoting products and services, the About Us page is the place to promote the business behind them. Share your brand’s identity and what sets your industrial business apart from the rest.
In the manufacturing industry, your credentials are critical. Potential customers look for specific credentials to ensure quality and value from your products and services and your company itself. Your manufacturing company’s About Us page is the right place to share this important information.
Be sure to include the following:
- ISO Certifications: List the specific ISO certifications your company holds. Be sure to follow all ISO promotional rules when publicizing your ISO certifications. There are specific ways a business must refer to their ISO certifications and how you represent them.
- Business Status: Does your business hold diverse or small business status? Are you a woman-owned business? If so, list it here.
- Quality Information: Describe your company’s quality policies and processes so your audience recognizes this commitment. Some buyers from big companies only partner with suppliers that hold specific certifications or statuses. Learn more here: How To Become A S Big Companies Choose New Suppliers
A Brief History
The About Us page is the right location to share your industrial company’s history. It is easy to get carried away and share more detail than necessary, especially for businesses with a lengthy history. Keep your company history section short and sweet filled with the most important information.
Consider including content like:
- The year your business was founded
- The company’s mission statement
- Key personnel, including the President, CEO, and Founder
You can also share a brief biography of your company’s leadership. Doing so shares the people behind the business and helps personalize your company to your audience. Keep these bios brief and include information relevant to the business, such as the person’s related experience and credentials.
Manor Tool is a metal stamping company, specializing in punching, bending, forming and deep drawn stampings. They published an interactive timeline on their About Us page to showcase the innovative milestones through the history of the company. Visitors can click through the years and learn more about Manor Tool’s deep expertise.
The details of an industrial business’s facilities help make a particular business stand out amongst competitors. Highlight your facility information on the About Us page with the following key information:
- Facility location(s)
- High-level products and services
While your main service or product pages are where the in-depth information is provided, use your About Us page to remind your audience what your company does and offers at a high level.
Video Marketing Content
Whether you want to display a company overview video or a video tour that takes a deeper dive into your facility, industrial video content can make a great addition to your website’s about us page.
Marketing and sales work better when great storytelling is involved. Include multimedia elements on your about us page to further engage your site visitors — sometimes that text alone can’t covey a complicated manufacturing subject clearly.
Marketers who incorporate video into their content strategies, for example, have seen 49% faster revenue growth than those who don’t. Here are the other benefits of using video in your marketing strategy:
- 89% of viewers are likely to purchase a product after watching a product video
- Video engages people and will keep potential buyers on your website longer, increasing your likelihood of getting contacted
- Including a video on a landing page is capable of increasing conversion rates by over 80%
- Showing your team, products, and facility in a video creates trust between you and potential buyers more quickly
Factory videos like the example below are helping to increase engagement on the Thomasnet.com platform, where B2B buyers engineers and procurement managers are sourcing every day. Suppliers are seeing requests for quotes for their business increase by 32%, with some seeing increases as high as 70%.
“We are extremely pleased with the activity generated by advertising on Thomas. New RFQs come in so often we have trouble keeping up. Even more astonishing is the quality of the leads and the number of new customers we have converted,” said Norman Rodriques, President, Springfield Spring Corporation.
6 Manufacturing About Us Page Examples We Love
Now that you know the basics of what an engaging industrial business About Us page includes, take a look at a few examples of industrial companies who do it right:
TexTech Industries is a textile manufacturer that specializes in wolven felts. With an outstanding red RFQ call-to-action at the top of the About Us page, and a popup button when users scroll down 50% of the page, these design elements set the manufacturer up for increased sales.
The textile company also included a video on its about us page that provides a company overview and also highlights different selling propositions like certifications like ISO 9001:2015.
View more examples of custom manufacturer factory tours.
Agile Magnetics manufactures custom-designed electromagnetics like high-frequency power assemblies, custom coils, and more.
The manufacturer enhances its About Us page with video content to illustrate its story. They’ve also included an outstanding, brand-colored CTA to download a free resource and assist in lead generation efforts.
Learn More: Check out these 33 Industrial Lead Generation Tips, Tricks And Ideas
The Rodon Group
The Rodon Group provides custom injection molding solutions. The injection molder incorporates many best practices on its About Us page by including a company overview and history, video, downloadable resources, and certifications.
The group boldly displays association memberships to build credibility with their audience. The company actively engages its audience to pursue the website further through related blog links.
Case Study: How Rodon Group grew 24% in Contact Us submissions
Sigma Thermal designs, engineers, supplies, and services process heating systems like biomass-fired energy systems, retrofits, and more.
Sigma details what sets their facility apart from competitors. As a global manufacturer with shops in both North and South America, Sigma provides detailed information about its facilities while also displaying information about its offices in Europe, the Middle East, Africa and Asia-Pacific.
Sigma Thermal does a great job of showcasing educational content for site visitors and potential buyers with an engaging “Resources Center” module at the bottom of its About Us page. Showcasing technical videos, brochures, and eBooks boosts lead generation and positions Sigma Thermal as a thought leader in the industry.
See More: 11 Content Marketing Examples That Engage B2B Buyers
APM Hexseal is a milling, mixing and molding company with an About Us page that focuses on reshoring manufacturing back to the United States. This page reads more like a blog that outlines the benefits of manufacturing in America and its pride in elevating the American economy and job industry.
Robert McKeown Company Inc.
Robert McKeown Company, Inc. is a fabricating distributor for electronics material. Again we see another great example of using video on an About Us page. Robert McKeown utilizes video to go over brief company history, provide unique selling propositions like “being the second oldest converter of electrical grade tapes on the eastern seaboard.” The video explains the fabricator’s products and services that educate viewers about the industry and position them as experts.
Including multimedia elements not only retains visitors on your site page, but benefits your website in terms of search engine optimization and increasing qualified traffic. Engaging your audience visually and audibly will help your potential buyers focus on the message you’d like to share with them. View the video below for inspiration!
Upgrade The About Us Page For Your Manufacturing Company
Creating your manufacturing company’s About Us page doesn’t have to be a daunting task. Think about what makes your company stand out — this key information helps you craft compelling content to include. To start, feature your company’s credentials, history, and facility to give your audience a better picture of what your business is all about.
Need a new website design right now? Contact our team and request a free digital health check. We’ll assess your website and tell you exactly what you need to build an engaging lead-generating website for your manufacturing company. We’ve designed and built thousands of websites for OEMs, industrial companies, and distributors — see the examples here or visit the resources below:
Or do you prefer to learn on your own with some more website design tips that can help guide your visitors? Download our eBook, “The 25 Must-Haves On Your Industrial Website.” Included with the eBook are our favorite website designs for manufacturing companies that get more leads.