Most sites have an About Us page and for site visitors looking to find out about your company, this is where they will go. However, often About Us pages are treated as an after thought, an obligation, rather than a valuable opportunity to sell your story, your mission and what makes you different. Having a clear purpose & creating good content are key elements of a successful website.
Rethinking your About Us Page
Think of your About Us page as a place to sell your main points, fundamentally explaining, why your client should buy from you.
It should therefore include the following:
- Tell the story of your business and why you started it in the first place
- Describe the kind of customers you have or the cause that your business serves
- Explain your business model or, if you sell products, how your products are made
- It is good to give a face to your business, including details about the people in your company
- If possible, include persuasive content (e.g. an explainer video, links to blog posts).
So how do you write an About Us Page?
Tell the story of your brand from the perspective of YOU.
That’s why [DESCRIBE YOUR JOURNEY TO THE SOLUTION].
Along the way, [SHARE ACHIEVEMENTS, MILESTONES & WINS].
We want to be [STATE YOUR MISSION – WHERE ARE YOU AIMING TO GO].
An About Us Page can include so much
SOCIAL PROOF: You can also include reviews, press mentions, awards and testimonials in your About Us page.
IMPRESSIVE NUMBERS: Include stats – how many sold, how long you have been in business, or the impact your business has had on solving a problem.
YOUR TEAM: Humanize your business by including details of the people in your team.
IMAGES: You can break up the text by including “behind the scenes” images or a video giving a company overview.
CALLS TO ACTION: It is also good to include links to other parts of your site, encouraging visitors to read your blog, sign up to your email list and even apply to work at your company!
Give your About Us Page some Love
Have a look at your Google Analytics – are people visiting your About Us page? Maybe it’s time to take a look at your page and invest some time it in.
It is a valuable online asset that can sell your business.