We’d all love to have an outstanding About Us page on our website, wouldn’t we?
So what is it that makes one About Us page outstanding, while others are so dry? A captivating About Us Page holds the reader’s attention as it tells our story and outlines how we help our customers. In order to achieve this, it’s important to know the difference between content which tells your story in a way which draws your audience in closer, and information which bores them and has them clicking away.
Following are 7 top tips for writing an outstanding About Us page:
1. It’s not really about you, it’s about your audience
While the title of the page is “About Us”, the content needs to portray your story in relation to your customers and how you help them, so it’s really about you AND them.
It can be tempting to write a chronological company history to show how long your business has been established, and this can be helpful in building trust, but it needs to be done in a way which is relevant to your audience.
Whatever your story is, make it interesting and authentic.
2. Know your audience
Who are your target audience? Who will read your website? It’s important to know who you’re aiming your message towards. What are their problems? How can you help solve their problems? Where do they live? What’s their family /marital status, etc.
3. Tell them how you help solve their problem
The reader has come to your site because they have some kind of problem they think you can solve. Firstly, you need to know what that problem is. Then you must outline how you can assist in solving that problem. Detail your approach to business – such as your values, vision and mission. Tell your readers how you solve their problem and why you’re the best choice for them.
4. Reinforce the outcomes with social proof
People like to hear about others who’ve used your product or service and how successful it’s been for them. Use brief testimonials or links to them to show social proof and reinforce the outcomes you’ve achieved for others. Include the client’s name and a photo if possible to increase credibility.
Case studies are another great way to demonstrate the results you’ve achieved for your clients. Be sure to use photos included before and after shots to show the outcomes.
5. Don’t write a boring chronological company history
We’ve all seen them – the dry, boring chronological company history on an About Us page. While this information may establish some trust and respect by showing how long you’ve been in business and where you’ve come from, your readers are more likely to be interested in where you’re going. The bottom line is that a detailed and lengthy company history often isn’t relevant to what you can do for the customer today – keep it short and sweet!
6. Show who you are
Remember, your audience may never have interacted with your business prior to landing on your website. They’ve clicked on your About Us page because they want to know more about you – they want to get to know, like and trust you. It’s ideal if you can include at least a team photo, and hopefully individual headshots too. Photos humanise you and help people put a face to the name. It certainly helps to promote the trust factor.
7. Include a Call to Action
Be clear about what you want your readers to do after they’ve read your page. Invite them to connect with you on social media, sign up for your newsletter, phone you or offer an alternative way to establish trust with them.
When you set out to write your About Us page, the most important thing to understand is what your audience is looking for. The information on your About Us page must be authentic and capture the unique essence of your business, but it must clearly state the benefits you provide to your customers.
The above tips are simply a guideline to assist you with writing an outstanding About Us page. If you need professional help with writing your website copy, feel free to contact me via: [email protected].
Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. If you’d like to know more about writing to connect with your readers, sign up for my mailing list and you’ll receive regular doses of marketing inspiration in your mailbox. You’ll find the signup box at the base of my home page on www.ProfessionalWriter.com.au.
