How to Write a Great ‘About Us’ Page

Striving for relevant content that engages should be a goal in all of your marketing efforts, including your About Us page. Your story is relevant to your customers, so present it in a personal and engaging way. Your website’s About Us page is where you have a chance to shine and connect with your audience while simultaneously earning their business and loyalty. Make the most of your About Us page by following these six tips.

Who is Your Audience?

The key to approaching any web content is first to consider your target audience. Do you sell skateboards? Do you provide IT services? Do you cater to university professors, mothers, or fishermen? As you can see, the demographic can make all the difference in your approach. Once you answer the question of ‘who is your audience?’ the other steps will be much easier to complete.

Tell Your Story

Share the ‘who, when, and why’ of how your business got started on your About Us page. If the name of your business is interesting, explain how you came up with it. The more people know about the history of your business, the more personally invested they are likely to become in your products and services.

Personality is Key

In keeping with the personal touch, include photos and upbeat profiles of company employees on the About Us page, and add their Twitter handles. It is a good way to get new followers, and more exposure, too. If it is a good fit for your business, make the employee pictures more casual than professional. Adding photos puts a face to the name and makes the company seem more accessible than a ‘faceless’ website.

The Visual Effect

Speaking of photos, if your About Us page exceeds a few paragraphs, it should be broken up with pictures, bullet points, and subheadings. That is not to say that the visuals should overwhelm the reader, but small blocks of text are visually more appealing and easier to digest than lengthy tomes.

Validate Your Business

Don’t be shy about including some of the biggest awards and accolades your business has received (‘social proof’), but don’t go overboard. Add important milestones, too, such as dates and locations of new branch openings or product launches.

Highlight Values and Community Service Efforts

Along the same lines as telling your story, use your About Us page to talk about who you are as a business. Explain why the product or service you offer is so important to you and your values, and touch on any community service efforts you take part in. Do you sponsor clothing drives? Donate part of your proceeds to cancer research? List those endeavours on your About Us page. 

Finally, don’t make the About Us page link impossible to find by burying it at the bottom. Include a prominent link on the Home Page or in the navigation bar, because the About Us page is one of the most visited pages on a business website. It is an important piece of the puzzle, and it should be as easy to find and just as engaging and relevant as every other page on your site.