Why Us Page Design (81)

What the strongest why us pages do differently

Sorting these 81 why us pages by how they score against the conversion rubric, then comparing the strongest 16 with the weakest 16, is the fastest way to see what actually separates them.

Strongest 16Weakest 16Share of why us pages in each band, 0 to 100%

Content

1. An FAQ section, see the why us pages that have it
   0%63%
   +63
2. Specific reasons, see the why us pages that have it
   47%100%
   +53
3. Objections answered, see the why us pages that have it
   63%94%
   +31
4. A competitor comparison, see the why us pages that have it
   6%31%
   +25

Proof

1. A proof point under most reasons, see the why us pages that have it
   6%63%
   +57
2. Customer testimonials, see the why us pages that have it
   31%81%
   +50
3. A customer logo wall, see the why us pages that have it
   38%88%
   +50
4. Testimonials with a real name attached, see the why us pages that have it
   31%81%
   +50
5. Award badges, see the why us pages that have it
   25%63%
   +38
6. Case study numbers, see the why us pages that have it
   13%50%
   +37
7. Review-site ratings, see the why us pages that have it
   19%50%
   +31
8. Numbers in the argument, see the why us pages that have it
   81%100%
   +19

Layout

1. A chat widget, see the why us pages that have it
   0%19%
   +19
2. A sticky header, see the why us pages that have it
   73%88%
   +15

How to structure a why us page, by the numbers

The questions a team asks when it rebuilds a why us page, answered from the 81 here. Where the strongest 16 and the weakest 16 disagree, that gap is the answer.

What makes a reason worth listing?

• 68% list reasons a competitor could not equally claim
• 25% put a proof point under most reasons
• 93% back at least one reason with a figure, which makes it the one thing nearly every why us page already does

How much proof goes next to the argument?

• Testimonials on 73%
• A real name on the testimonial on 70%
• A customer logo wall on 60%
• Case study numbers on 37%, award badges on 44%, review-site ratings on 36%

Does the page answer the objections?

• 85% name the reasons a reader might hesitate and answer them
• 27% add an FAQ, the widest split in the whole set

What does the page ask for?

• One ask, repeated 3 times down the page
• 66% repeat it three times or more
• 67% keep the button in view with a sticky header

How long is the page, and how does it end?

7 sections between the navigation and the footer, half of them between 6 and 9.

The moves almost nobody makes

These are the lowest-share patterns here, each with the strongest why us page that uses it.

A comparison with the named alternatives

15% set the alternatives out and compare them.

Someone to ask, right there

16% run a chat widget next to the argument, so a reader with one more question does not have to leave.

Saying who it is not for

1% say who should pick something else, and 1% back the claims with a guarantee. Both are the rarest moves in the set, and both make the rest of the page easier to believe.