- Ecommerce is a critical component of any business, increasing the importance of a great website.
- The About Us page of your website is a vital opportunity to capture the interest and attention of the site visitor.
- The information and presentation on the About Us page can contribute to the success of your business.
- This article is for business owners and content marketers who want to improve the written copy on the About Us page of a business website.
Your company's website is an important digital asset that allows you to be discovered and connect with customers more easily. That being said, it's important to include an About Us page on your site that introduces and defines your business. Here’s how to write a great About section for your brand.
What is an About Us page?
One of the most important sections of your website is the About page, which introduces your business to the public. This page should show your target customers who you are and what you do.
It’s your opportunity to create a lasting first impression that will welcome new customers to your business.
Did you know? It only takes about 0.05 seconds for a visitor to form an opinion about your website.
Why an About Us page is important
Many companies overlook the importance of an About Us page as part of their overall content strategy. The focus is often on the description of their products and services since this can help you improve your search engine rankings.
But your About Us page tells the story of your company, how you got started, and why you do what you do. And the story of your company is ultimately what will attract customers to you and make them choose you over a competitor.
Your About Us page also puts a face to your brand. It’s a place to highlight your employees and share information about each of them.
Finally, an About page offers an opportunity to share more about your company’s values, and the mission that drives your organization. This is what will help you build trust with your customers.
Elements to include in your About Us page
Whether you're writing an About Us page from scratch or updating your existing one, there are a few important elements you should include. The About Us page should do the following:
- Tell the origin story for your company and why you started it.
- Describe the customers or target market you serve or the need you fill.
- Explain your business model, including how your products are made, if applicable.
- Introduce yourself and your management team, using pictures so potential customers feel like they know you.
Set common ground for customers
You want to attract customers by telling them why you're the right choice, and relating to them on both a personal and professional level.
"Like every page on your website, the About page has one single goal: to convert visitors to leads," said Tim Cameron-Kitchen, founder of Exposure Ninja, a digital marketing company. "Use your story as a chance to explain to visitors why they should buy from you rather than your competitors."
You don't want to overdo it on the self-promotion, though. Rather than rave about how great your company is and why you're the best in the market, allow your experience and success to speak for you.
"Promoting yourself comes through showing off your passion and values," said Cameron-Kitchen. "Think about what is most important to you and your business, and what gets you excited about your market. Don't be afraid to be honest and let your passion show."
Set the right tone
Your tone has a major impact on the impression you give consumers. While you don't want to come off as unprofessional, you should write in a conversational tone that welcomes readers. Remember, your customers are human, and they aren’t interested in reading industry jargon.
"Try not to sound like a wise old orator – this can come across as boring and overly corporate," said Cameron-Kitchen. "Use the tone that you would use if you were telling a potential customer about your company in a face-to-face interaction."
"If you're offering a service that people will pay for, you have to come across as professional and trustworthy," added Kamran Mirshahi, founder of PPI claims management company Canary Claims. "Don't use slang or colloquial language. You have to be understood by everybody."
Professional copywriter and marketing consultant Susan Greene recommends using the About Us page to forge a connection with the customer by offering a "peek behind the curtain." Let the person see who you are, use your authentic voice and seek to inspire trust.
Potential customers need to know what makes you different from your competitors, and the best way to get that response is to demonstrate shared values.
Greene also points out that visitors to your About Us page will spend 80% of their time on the top half of the page, so she strongly suggests putting critical content there. Lead with your best attribute, whether that is your product specifications, your value proposition or perhaps your credentials.
Keep it simple
You don't need an over-the-top introduction to lure in customers. Cover the basics in the most efficient way you see fit.
"The most important thing is to include what you do or offer," said Mirshahi. "Try and explain it as swiftly and simply as possible, so if people are quickly scanning your page, they know exactly what you do."
Don't feel the need to cover everything in your About page. "It's likely that people will have further questions, but these can be answered in an FAQ page or elsewhere," said Mirshahi.
“Ask yourself what people want to know right away, and mention the most important things at the top of the page,” he added.
Hearing what previous customers have to say about your company is a great way to attract new ones. It offers an outside voice that assures people they are choosing the right business to work with.
Mirshahi explained that "having testimonials is crucial, as people need this to know you are a trustworthy company."
In a highly competitive business world, having supporters offer their praise might just be the extra boost you need.
Along with customer support, the About page can list awards, honors and community involvement. If your business is contributing to local philanthropic organizations, mention it here. If your product is Green, highlight it on the About page.
Use your About us page to lead your potential customers to other pages, and to increase their connection with your company. Invite them to follow your social media accounts, and to subscribe to your email.
And if you have a career section, include a link on the About Us page as well.
Check out our guide for more tips on what to include on your business website.
Good About Us page examples
If you’re not sure where to get started, these four About Us pages might help inspire you.
Hubspot starts it's About page by pointing out what makes it different from other companies – focusing on the good of their customers. As you scroll down, you’ll read about the company’s origin story and can scroll through a timeline of Hubspot’s major milestones.
From there, you can gain more information about the Hubspot platform and how to use it. The page ends with a little bit of social proof, where the company shares some data about the community it has built over years.
2. Pat Flynn
Pat Flynn’s About page starts with his origin story, which is more personal and designed to connect with the reader. From there, he outlines his guiding principles before sharing more about his work projects.
He talks more about the Smart Passive Income blog and podcast, and how these projects got started. Pat focuses on the values behind his work projects, and then shares noteworthy accomplishments, like the fact that his podcast has had 60,000,000 downloads.
Nike’s About page starts with its mission statement and the Bill Bowerman quote, "If you have a body, you are an athlete." This helps the company immediately connect to its audience and shows that it’s about more than just selling athletic gear.
From there, the company talks more about its values, like innovation, diversity, and social impact. This content offers insight into what the company does and how it stands out from other brands.
Chime starts its About Us page by immediately showing website visitors why they should care about banking. They show that they’re a different kind of bank – one that doesn’t charge hefty fees or inconvenience its customers. In the process, Chime immediately differentiates itself from its competitors.
From there, the company shares more information about its mission, team, and company culture. This About page does a great job of connecting with and building trust with customers.