But first

What is an About Us Page?

An About Us page is a designated page on your website where customers visit to find out more about you, and your company

Before customers will buy from you or use your service they want to know ‘about you’ and your business.

Sometimes the ‘About Us’ page can be called something different like, Our Story, but I prefer to stick to About Us as it tends to create less confusion. 

Remember a visitor comes to your site to find the information they want quickly. You don’t want them losing interest and leaving your site because they can’t easily find what they are looking for.

The About Us page is designed to encourage the visitor to trust you and choose you and your business. 

You can go a long way in gaining their trust and building a connection by sharing your story,

Why the About Us page is one of the most important pages on your website

The About Us page is one of the most visited pages on any website so you need to get it right. 

Think of it this way, the visitor came to your site looking for a solution to a problem and YOU need to be that solution.

It’s all about building trust and connection with your visitors. People won’t buy from you if you haven’t established trust. 

You do this by not only focussing on what you do and what you can provide, but by focussing on the customer’s needs. 

What to include

An About Us page often includes some or all of the following:

• The story of your business, how and why you got started
• Your passion and your core beliefs and core values 
• Why you do what you do and what makes you unique
• Photos of you and your team
• Testimonials
• Why customers choose from them

What not to include on your About us Page

A sales pitch

Hype or bold claims

What the customer is really looking for

Who is this company?

This can really matter to visitors that are doing thorough research. They might want to know is this company a small, medium or large business. They may be passionate about supporting a family owned or operated business for example.

What is this business’s values?

They want to know if your values align with their own, for example they may be concerned with whether you are eco-friendly, do you care about the environment? Would you work one on one with their clients?

Where is this business situated?

This really matters to some people so always disclose this information

Who’s the founder?

And who are the team? what is their culture like? Include photos so the visitor can put a name to a face.

How long has this company been in business? 

Is this a new company? if so what is their past history and experience?

Who recommends them and why?

Testimonials and case studies are social proof that the company and team are who they say they are, so always include them.

Why is this company special?

Is there something unique that makes this company stand out against the others?

Why should I buy from this business?

Really what they are asking is, can I trust them and can they solve my problem or do they have what I need?

Final thoughts

The content itself needs to be friendly and easy to read. 

The visitor needs to relate to you, and to your story and your brand, so make it relatable. 

Inspire the visitor who is a potential customer to want to know you more by giving them a look behind the scenes of your business and sharing in your journey. 

The most important thing to remember is to update your ‘About Us’ page on a regular basis.