December 1, 2014 / Melissa Faudree

About Us, beliefs

Businesses often overlook and neglect the “About Us” page. However, this is a very important, if not the most important, page on your website. Why is that? It is one of the first pages customers visit. This page could be the deciding factor whether someone decides to use your product or service.

The “About Us” page is a chance for your business to explain who you are, what you do, and to tell your story. The “About Us” page helps answers questions for potential customers. Essentially, you are using the “About Us” page to sell and promote your business. People want to work with someone they can trust and the “About Us” page is the perfect place to explain who you are and gain trust.

Here are some key elements your “About Us” page should include.

Who are you? What do you do? Tell us About Yourself.

This might seem obvious but your “About Us” page should include what your company does. It should be clearly stated in the first couple of sentences. If people cannot tell what you do in the first paragraph, chances are they will find someone else who can help them. People want to relate with others and one way to do is that is by telling your story. Telling your story makes it more personal. Ask yourself these questions when writing your “About Us” page. What services and products do you offer? What are the benefits? Why would I want to use your services? Can I trust you? How does your business compare to your competition?

Less Me, More You!

Keep your customers (both current and perspective) in mind when writing your “About Us” page. People want to work with others they can relate with but more importantly, they want to know how your services and solutions can help them. So while it is important to explain your story and what you do, always remember your customers. What information would be relevant to your customers? Think less me, more you!

Creativity and Personality

The “About Us” page should have some creativity. This is your chance to show customers who you are. When you write your story, add your personality, be friendly and likable. The tone should be conversational, as if you were having a face-to-face meeting. If your “About Us” page relays how excited and enthusiastic you are about your business, this passion will convey to your customers. It will make them curious. Use your creativity to your advantage to help capture your audience. You may also consider using either first person (I) or first person plural (we). Learn which is the most appropriate for your business and situation.

Include images

Pictures not only reveal personality but they also help make the business more real, which adds trust. These pictures can be of your work place, employees working together, or professional photos of your team. However, your staff pictures don’t have to be headshots; they can show your team in action. Another idea for sharing your company could be including a video. Be as creative as you want! You can also include social media icons for other ways people can connect with your business.

Keep it Short

No one wants to read a novel about your company’s history. The last thing you want to do is bore your customers or perspective customers. Keep your information short and only include the basics. You are still allowed to brag and discuss your accomplishments, just don’t get carried away.

The “About Us” page should help persuade perspective customers to decide to do business with you versus going to a competitor. Let know them you have their best interest by reassuring them that they will make the right choice if they do business with you. So make the most of your “About Us” page and find a way connect with your visitors to gain their trust.

What does your “About Us” page look like? You can head over to our About Us page for ideas.