Whether you are an author, a sole creative, or a business owner, the basic principles remain the same when it comes to writing a good About Us page.
But first
What is an About Us Page?
An About Us page is a designated page on your website where customers visit to find out more about you and/or your business.
Before customers will buy from you or use your service, they want to know ‘about you’ and your business.
Sometimes the ‘About Us’ page can be called something different like, Our Story, but I prefer to stick to About Us as it tends to create less confusion.
Remember, a visitor comes to your site to find the information they want quickly. You don’t want them losing interest and leaving your site because they can’t easily find what they are looking for.
The About Us page is designed to encourage the visitor to trust you and choose you and your business.
You can go a long way in gaining their trust and building a connection by sharing your story.
Why the About Us page is one of the most important pages on your website
The About Us page is one of the most visited pages on any website, so you need to get it right.
Think of it this way: the visitor came to your site looking for a solution to a problem and YOU need to be that solution.
It’s all about building trust and connection with your visitors. People won’t buy from you if you haven’t established trust.
You do this by not only focussing on what you do and what you can provide, but by focussing on the customer’s needs.
What to include
An About Us page often includes some or all of the following:
- The story of your business, how and why you got started
- Your passion and your core beliefs and core values
- Why you do what you do and what makes you unique
- Photos of you, or of you and your team
- Testimonials
- Why customers choose from you?
What not to include on your About us Page
A sales pitch
Hype or bold claims
What the customer is really looking for
Who is this company?
This can really matter to visitors that are doing thorough research. If you are a business, the viewer might want to know if this company is a small, medium, or large business. They may be passionate about supporting a family owned or operated business, for example.
What is this business’ values?
They want to know if your values align with their own. For example, they may be concerned with whether you are eco-friendly. Do you care about the environment? Would you work one on one with their clients? If you are an author, what values shine through in your book?
Where is this business situated?
This really matters to some people, so always disclose this information.
Who’s the founder?
Who are you, and if you have a team, who are they? What is their culture like? Include photos so the visitor can put a name to a face.
How long has this company been in business?
Are you a new author? For authors I recommend adding a frequently asked questions section or separate page. Is this a new company? If so, what is their history and experience?
Who recommends them and why?
Testimonials and case studies are social proof that the company and team are who they say they are, so always include them.
Why is this company special?
Is there something unique that makes you or your business stand out against the others?
Why should I buy from this business?
Really, what they are asking is, can I trust them, and can they solve my problem, or do they have what I need?
Final thoughts
The content itself needs to be friendly and easy to read. The visitor needs to relate to you, and to your story and your brand, so make it relatable.
Inspire the visitor who is a potential customer to want to know you more by giving them a look behind the scenes of your business and sharing in your journey. Be authentic.
And finally, the most important thing to remember is to update your ‘About Us’ page regularly. Google loves fresh content.
