A compelling About Us page has the power to convert prospects into loyal customers and position you as the go-to expert in your field. It’s not just a page about your business—it’s a strategic tool to build trust, establish credibility, and connect with your audience on a deeper level.
We often encounter clients who are either setting up a new website or revamping an existing one. Many express a desire for an About Us page but aren’t sure what information to include or how to structure it. If that sounds familiar, this post is here to help guide you along the way.
Why Your About Us Page Matters
Did you know that after the Home or Landing Page, the About Us page is typically the most visited page on a website? It’s a golden opportunity to make a lasting impression on your audience. A persuasive About Us page can:
- Build trust and credibility
- Showcase your unique value proposition
- Humanise your brand
- Guide prospects further down the sales funnel
In short, your About Us page is the seed of your relationship with potential customers. It’s where they begin to “know, like, and trust” you—three essential steps in the buying journey.
Start with Your Brand Story
Portraying the story of your business can be tricky, especially if you and your team aren’t entirely clear on what that story is. That’s why the first step is to define your brand story. This includes getting crystal clear on your:
- Mission: Why does your business exist?
- Vision: What future are you working toward?
- Values: What principles guide your decisions and actions?
If you’re struggling to articulate these, consider working with a business coach or branding expert. A strong brand story not only helps you write an engaging About Us page but also serves as the foundation for all your marketing efforts.
The Purpose of Your About Us Page
Some business owners hesitate to write an About Us page because they don’t want to appear boastful or reveal too much about themselves. However, the purpose of this page is to introduce yourself to prospective customers in a way that builds trust and connection. Think of it as a sales page—but one that’s focused on storytelling rather than hard selling. The intended outcome is for potential clients to read the page as their first step in the “know, like, and trust” process.
An impactful About Us page should:
- Tell your story: Share how your business started, what drives you, and how you’ve grown.
- Focus on your clients/customers: Highlight how you solve their problems and the impact you have on your client’s lives.
- Showcase your team: People do business with people, not faceless entities. Introduce the humans behind your brand.
Remember, the secret to writing a compelling About Us page lies in telling an engaging story that is actually about your customers and how you help them, just as much as it’s about your business or team. Prospective customers want to know how you solve their problems and what you can do for them, then they want to know who you are and what you’re about.
How to Write a Compelling About Us Page
Here’s a step-by-step guide to crafting a captivating About Us page that resonates with your audience:
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Start with a Clear Benefit Statement
Open with a sentence that immediately communicates the value you provide. For example:> “We collaborate with service-based businesses to help them connect with and engage their ideal clients.”
This sets the tone and lets readers know what’s in it for them.
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Share Your Origin Story
Your origin story is more than just a timeline of events—it’s a narrative that explains why you started your business and what makes it unique. Avoid starting with “Our company was founded in 20XX.” Instead, focus on the passion, challenges, or “aha” moments that led to your business’s creation.
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Highlight Customer Benefits
Your About Us page should be as much about your customers as it is about you. Answer these questions:
- What problems do you solve for your customers?
- How do you make their lives better?
- What outcomes can they expect from working with you?
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Showcase Your Unique Value Proposition (UVP)
What sets you apart from your competitors? Whether it’s your innovative approach, exceptional customer service, or industry expertise, make sure your UVP is front and centre.
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Introduce Your Team
Include photos and profiles of your team members. Share what they do, how they help customers, and even a fun fact or two. This humanises your brand and makes it more relatable.
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Incorporate Social Proof
Link to testimonials, reviews, or case studies that highlight your success. If you’ve been featured in the media or won awards, mention those too. Third-party endorsements are incredibly powerful for building trust.
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Be Authentic and Personable
Write in a conversational tone that reflects your brand’s personality. Use inclusive language like “we” and “your” to make readers feel like you’re speaking directly to them.
Design Tips for Your About Us page
The design and layout of your About Us page are just as important as the content. Here are some tips to enhance readability and engagement:
- Use benefit-driven subheadings to break up the text.
- Write in short, punchy sentences that are easy to scan.
- Incorporate bullet points for key information.
- Highlight important text with a different color or larger font.
- Include high-quality images of your team, office, or products.
- Add buttons and links to guide readers to the next step (e.g., “Contact Us,” “Learn More,” or “View Our Services”).
Google’s E-E-A-T Guidelines: Why They Matter
Google’s updated search quality rater guidelines emphasise Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). Your About Us page is the perfect place to demonstrate these qualities. Here’s how:
- Experience: Share real-world examples of your work.
- Expertise: Highlight your qualifications, certifications, or industry knowledge.
- Authority: Include media mentions, awards, or partnerships.
- Trustworthiness: Use testimonials and reviews to build credibility.
Regularly updating your About Us page and publishing relevant blog posts can further enhance your E-E-A-T score, improving your search rankings and customer trust.
Be Sure to Include a Call to Action
Every page on your website, including your About Us page, should have a clear CTA. Examples include:
- “Contact us to learn more.”
- “Sign up for our newsletter and get a free guide.”
- “Follow us on social media for updates.
Test different CTAs to see what resonates most with your audience, and don’t be afraid to tweak them over time.
Final Thoughts
Your About Us page is more than just a summary of your business—it’s a powerful tool to connect with your audience, build trust, and drive conversions. By focusing on storytelling, customer benefits, and authenticity, you can create a compelling About Us page that not only informs but also inspires action.
Remember, your story evolves over time, so revisit and update your About Us page at least once a year. Doing so ensures it remains relevant, engaging, and aligned with your brand’s growth.
Now it’s your turn: Take a close look at your current About Us page. Does it tell a persuasive story? If not, it’s time for a refresh. Your future customers are waiting to get to know you!
If you enjoyed this article, you may also want to read these posts: About Us Pages for Start Ups, How Your About Us Page Can Help You Win Business, Authentic About Us Page Tips
