How to Write an About Us Page: 10+ Tips & Examples
Ever got curious about a brand or business you’ve come across online and clicked on their “About Us” page, only to find a bland and unengaging description that left you with more questions than answers? You’re not alone.
As a business owner or marketer, your About Us page is one of the most important pages on your website. It’s where you get to introduce yourself, your team, and your company’s story to potential customers and clients. While many ads can be engaging and compelling, a poorly written About Us page can leave a negative impression on potential customers and make them less likely to trust your brand or buy from you.
In this article, we’ll share with you some tips and examples on how to write an effective About Us page that captures the attention of your website visitors, builds trust and credibility, and ultimately helps convert them into loyal customers. Let’s get started!
Why You Need an “About Us” Page
In this day and age, people don’t simply patronize a brand for their eye-catching ads and products. They look for a deeper connection with the businesses they support. Today’s generation of shoppers cares about more than just the products or services a company offers–they also care about the company’s values, mission, and purpose. In fact, according to a study by Harvard Business Review, 64% of consumers say shared values are the primary reason they have a relationship with a brand.
An effective About Us page can help communicate your company’s values and mission while differentiating your brand from competitors. It’s a way to show potential customers why your company is unique and what makes you stand out in your industry.
Additionally, an About Us page can also help personalize your brand and create an emotional connection with customers. By sharing your company’s story and the people behind it, you can make your brand more relatable and human, which can help build stronger relationships with customers.
Overall, having an effective About Us page is essential for building trust and credibility, differentiating your brand, and creating a deeper connection with potential customers, which will define the success of your business in the long run. It’s not just a simple page on your website but rather a powerful tool that can help you communicate your brand’s story, values, and mission to your target audience.
What to Include on Your “About Us” Page
You may have seen dozens of About Us pages that merely scratch the surface of a company’s story with a list of basic information like its history, team members, and contact details. While these details are important, they only capture the essence of your brand and what makes it unique. To create a truly compelling About Us page, you need to go beyond the basics and delve into the core values, mission, and culture of your company. This will help your target audience connect with your brand on a deeper level and understand what sets you apart from the competition.
Your Origin Story
Do you know how heroes have origin stories that define their character and purpose? The same goes for your brand. Sharing your origin story is an excellent way to humanize your brand and showcase your unique journey. This could include the inspiration behind your business idea, the challenges you faced, and how you overcame them to get where you are today. By sharing your struggles and triumphs, you can create a more relatable and authentic brand image that resonates with your audience.
Your Company’s Values
Now, this is one of the most important parts of your About Us page. You have to be able to communicate your company’s values to your audience clearly. Your values are the guiding principles that drive your business decisions and actions and define your brand’s identity and purpose. Your About Us page is the perfect platform to showcase your values and demonstrate to your audience how you’re living up to them.
To effectively communicate your company’s values, consider using concrete examples that demonstrate how your brand embodies these values in its day-to-day operations. You can also highlight any social or environmental causes that your brand supports to show your commitment to making a positive impact.
Your customers have to know that there are actual people behind your brand and your About Us page is the perfect place to introduce them to your team. By showcasing your team members and their roles, you can build trust and create a more personal connection with your audience.
When introducing your team, consider including a brief bio for each member, along with their photo and a fun fact that showcases their quirks and personality. This will help your audience get to know the individuals behind your brand and understand the unique perspectives and expertise they bring to the table.
Additionally, you can use your team section to highlight any notable accomplishments or awards that your team members have received. This can help build credibility and showcase your team’s expertise in your industry.
Highlighting your target audience is just as important as showcasing your team or company values on your About Us page. Your target audience is the reason your business exists, and putting the spotlight on them can help potential customers see that your brand is designed to meet their specific needs and solve their pain points.
To effectively showcase your target audience on your About Us page, consider including a section that highlights the specific demographic or niche that your business caters to. You can also include information about your market research and how you arrived at your target audience.
Another effective way to showcase your target audience is by including customer personas or avatars on your About Us page. These personas can help potential customers better understand who your products or services are designed for and how they can benefit from them.
If you’ve been working with certain organizations or other businesses in your field, you can also feature them on your About Us page. This can help demonstrate your credibility and expertise within your industry, as well as showcase your ability to build strong partnerships.
Consider including a section on your About Us page that lists your current or past partners, along with a brief description of the nature of your partnership. This can include collaborations, sponsorships, or any other type of mutually beneficial relationship.
This is where you flex what your brand has achieved so far–but not just for the sake of bragging. It’s important to highlight your milestones in a way that demonstrates your company’s growth and progress over time and how these achievements have helped you better serve your customers and achieve your mission.
When highlighting your milestones on your About Us page, focus on the ones that are most relevant to your target audience and align them with your brand values. For example, if your company is focused on sustainability, you may want to highlight achievements such as reducing your carbon footprint or sourcing materials from ethical suppliers.
It’s also important to provide context for your milestones, such as why they were important for your company and how they helped you achieve your goals. This can help potential customers and partners understand the significance of your achievements and how they may benefit from working with your company.
And last, but definitely not the least, is social proof. We’re living in an era where information is easily accessible and people tend to seek validation from others before making a purchase decision. Social proof plays a crucial role in establishing trust and credibility with potential customers.
Including social proof on your About Us page can take various forms, such as:
- Testimonials or reviews from satisfied customers
- Endorsements from industry experts or influencers
- Awards or recognition your brand has received
- Statistics or data that demonstrate the effectiveness of your products or services.
When incorporating social proof into your About Us page, make sure to choose examples that resonate with your target audience and align with your brand values. Be creative and think outside the box to showcase social proof beyond just a list of testimonials.
Leveraging social proof on your About Us page can set your brand apart from the competition, increase customer confidence and loyalty, and ultimately lead to more conversions and sales.
How to Write an “About Us” Page That Tells Your Company’s Story and Converts Visitors?
Now, you can’t simply mix and match all the elements mentioned above and publish your About Us page. Here are some tips that can help you best present your company’s story and convert visitors:
Keep It Simple
Yes, your About Us page has to reflect your brand’s personality but that doesn’t mean you should go overboard with design and copy. Keep it simple and easy to read so that visitors can quickly understand your brand’s story and message. Use clear headings, short paragraphs, and bullet points to break up the text and make it more scannable.
Write in the First Person
Remember, one of the main purposes of your About Us page is to establish a connection with your potential customers. Writing in the first person can help create a more personal and relatable tone. Thus, instead of talking about your brand in a detached manner, use “we” and “our” to refer to your team and company. This can help build trust and credibility by showcasing the human side of your business.
Additionally, writing in the first person can also make it easier to highlight the values and mission of your brand. You can explain why you do what you do and how it aligns with your personal beliefs and passions. However, it’s important to strike a balance and not make your About Us page too self-centered. It should still be about your audience and how your brand can help them. Use the first person to share your story and perspective, but always keep your target audience in mind.
Use “You/Your” Language
Speaking of your target audience, it’s important to use “you/your” language when writing your About Us page. This makes your content more customer-centric and helps your audience feel like they are part of the conversation. It’s a simple but effective way to build a connection with your readers and make them feel valued.
Use Active Voice
Your choice of words and sentence structure can make a big difference in how your About Us page is perceived by your visitors. Using active voice instead of passive voice can make your writing more engaging and dynamic. Instead of saying “Our company was founded in 2005 by John Smith,” say “John Smith founded our company in 2005.” This makes the sentence more concise and puts the emphasis on the person behind the company. Active voice also helps to create a sense of action and movement, which can keep your visitors engaged and interested in your story.
Use Plain Language
You wouldn’t want your About Us page to be filled with industry jargon or complicated language that your target audience might not understand. Instead, use plain language that is easy to comprehend. Avoid using complex terms or technical language that might confuse your readers. Using plain language will make your message clear and accessible to a wider audience. It will also help you avoid alienating potential customers who might not have the same level of knowledge or expertise as you do.
Write Short Sentences and Paragraphs
Most internet users have short attention spans. After all, it’s easy to switch from one page to another with just a few clicks. That’s why it’s important to write short sentences and paragraphs on your About Us page. This makes your content easier to read and digest, increasing the chances that visitors will stay on your page and engage with your brand.
Use Bullet Points Judiciously
Bullet points can be helpful in making info more digestible. However, you have to be smart in using them. Make sure that each bullet point is concise and meaningful, and that the overall structure of your text is coherent. You can utilize bullet points to highlight key information, such as your company’s values, milestones, and achievements–but don’t overuse them. Too many bullet points can be overwhelming and make your About Us page difficult to read.
Use Power Words
In the world of SEO, there are what we call ‘power words’. These words are what will help your pages rank while also making them more engaging and persuasive to readers. Using power words can add impact and emotion to your About Us page, making it more memorable and compelling. Some examples of power words include “proven,” “innovative,” “exclusive,” “guaranteed,” and “unbeatable.”
However, make sure to use them judiciously and only when they truly apply to your brand and story. Overusing power words can come off as insincere and diminish the effectiveness of your message.
Use Emotionally Charged Language
Similar to power words, using emotionally charged language can help create a strong connection with your target audience. This can be achieved by using words that evoke emotions and feelings, such as excitement, joy, empathy, and inspiration.
Emotionally charged language can make your About Us page more memorable and impactful, leaving a lasting impression on your visitors. However, it’s important to use it in moderation and in a way that is authentic and relevant to your brand.
Use Stories and Anecdotes
Of course, the ultimate goal of your About Us page is to tell your company’s story. One of the most effective ways to do this is through the use of stories and anecdotes. Share how your company came to be, the challenges you faced, and the victories you celebrated. Share stories about how your products or services have helped customers or made a positive impact in the world. This not only helps to establish an emotional connection with your target audience but also helps to showcase your brand’s values and mission in action. Just be sure to keep your stories relevant and concise, and as always, tie them back to your brand’s message.
How to Design Your “About Us” Page
How you curate your words and narratives are crucial in creating an effective About Us page. However, the design and layout of your page are just as important in making a great impression on your audience. A well-designed About Us page can engage visitors and keep them interested in learning more about your brand. Here are some tips on how to design your About Us page to make it visually appealing and user-friendly.
Keep the Page Simple and Uncluttered
A cluttered page can be overwhelming and difficult to navigate, which can turn off potential customers. Stick to a clean layout and use white space to make your content more readable. Avoid using too many different fonts or colors, and make sure your text is easily legible.
Use Visuals Sparingly
While using visuals can enhance your About Us page, it’s important to use them sparingly. Too many visuals can overwhelm the reader and detract from the main message you want to convey. Instead, focus on using visuals strategically to enhance and support your written content.
Use Images of Real People
One effective way to use visuals is to incorporate images of real people, such as your team members or satisfied customers. This helps to humanize your brand and make a connection with your target audience.
Use High-Quality Photographs and Graphics
When using photographs and graphics, it’s important to ensure that they are of high quality. Low-quality or blurry images can make your page look unprofessional and can detract from the overall user experience. Be sure to use high-resolution images and graphics that are relevant to your brand and messaging.
Use Videos Wisely
Incorporating videos can be a powerful way to tell your brand story and engage your audience. However, it’s important to use them wisely and ensure that they add value to your page. Avoid using videos that are too long or that don’t provide any meaningful information. Instead, opt for short, engaging videos that showcase your brand’s personality and unique offerings.
Use CTA’s Strategically
Finally, don’t forget to use strategically placed call-to-actions (CTAs) throughout your About Us page. These can encourage visitors to take action, such as signing up for your newsletter or following you on social media. Be sure to use clear and concise language for your CTAs and place them in prominent locations on your page.
How Often Should You Update Your “About Us” Page?
The answer really depends on how often your company experiences changes or updates that would affect the information on your About Us page. For example, if you’ve recently added new team members, launched a new product, or undergone a major rebranding, you’ll want to update your page to reflect those changes.
As a general rule, it’s a good idea to review and update your About Us page at least once a year to ensure that the information is accurate and up-to-date. However, if you’re a fast-growing company or experiencing frequent changes, you may need to update it more often.
What are Some “About Us” Page Examples?
Looking for some inspos? Well, here are some of the best “About Us” pages that have caught our attention:
Ready to Make Your Own?
If you’ve noticed, what’s common among the About Us pages of RXBAR, Mailchimp, and Basecamp is how they are all able to capture and tell their business’ essence while making the personality of their brand shine through. Remember, your About Us page is not just a simple introduction of your business, but also a chance to make a connection with your target audience and establish your brand identity. By following the tips and examples mentioned above, you can create a powerful and effective About Us page that tells your company’s story and converts visitors into loyal customers.
So go ahead, get creative, and start crafting your own About Us page today!
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