Businesses don’t often realise that their ‘About Us’ page is one of the most visited areas of their website – which makes it all the more frustrating that it is often overlooked.
When done right, this page isn’t just a company history or a place to list facts; it’s your chance to build trust, show of your personality, and help potential customers decide whether you’re the right fit for them.
Customers and clients have always wanted to feel connected to the brand or business that they buy from, and that has never been as important as in today’s digital world.
So read on and learn how to make your ‘About Us’ page the key to turning a visitor into a customer.
What Is an About Us Page?
At its core, an ‘About Us’ page informs visitors of who you are, what you do, and why you do it. But beneath the surface, it communicates your values and builds credibility.
It needs to highlight the human side of your business (something with growing value with the rise of automation and AI), while reassuring customers that they’re making the right choice by working with you or purchasing from you.
A virtual handshake is a bit of a cliché, so let’s say it needs to be professional, welcoming, and – most of all – authentic.
How to Create an About Us Page That Connects
While every business is unique, there are common elements that can make an ‘About Us’ page effective. What you include will depend on whether you’re a service-based business or one that sells products.
On that note, let’s take a look at both:
Service-Based Businesses
When customers are looking for a service, trust is paramount. Potential clients need to feel confident that you’re reliable, experienced, and capable of delivering on and beyond your promises. Here are some ways to make that clear –
1. Years of Experience
Demonstrating your track record is a great start when looking to reassure potential clients. Whether you’ve been in business for five years or fifty, experience suggests expertise and stability.
2. Awards and Accreditations
Recognition from industry bodies or certifications provides added credibility. These show that your business and its work meet high standards, whilst also demonstrating respect from peers.
3. Testimonials and Case Studies
Real-world proof is powerful. Real stories from satisfied clients highlight the quality of your service and the results you deliver. Case studies, in particular, can give prospective clients a clear idea of what to expect when working with you.
4. Staff Bios
We briefly touched on the ‘human side’ of your business previously, and this is a great way to showcase that. Despite all of advances in AI – people still buy from people.
Adding short introductions to your key team members puts a human face on your business. Don’t just share job titles, include things like what drives them, their passions, or even a fun fact or hobby. This personal touch can go a long way in building rapport.
5. Your Story and Values
Don’t be afraid to share why you started the business or what motivates you. Potential clients want to know ‘why’ and ‘how’ you have arrived at this point.
Product-Based Businesses
When selling products, customers want confidence in both the quality of what you sell and the people behind it. Your ‘About Us’ page is an opportunity to share this with them:
1. Awards and Quality Marks
Showcasing industry awards or product certifications go a long way to demonstrating that your products are trustworthy and high-quality. This is always important but can be especially so in more competitive markets.
2. Customer Testimonials and Reviews
Just as with services, social proof builds confidence. Share positive feedback or reviews that highlight the quality and popularity of your products.
3. Your Brand Story
People love a story behind a product. So, explain what inspired your range, your mission, or your passion for creating what you sell. For example, sustainable brands often use their ‘About Us’ page to highlight eco-friendly values, which helps customers feel good about their purchase, and connected to a brand that aligns with their own values.
4. Behind the Scenes
Giving a glimpse into how your products are made – or the care that goes into sourcing materials – adds transparency. This can make customers feel more connected and invested in your brand. Just remember that the competition are very likely checking your website – so no big secrets!
5. Your Promise to Customers/ Guarantees
Consider including a simple statement about what customers can always expect from you: whether it’s excellent customer service, fast delivery, or a guarantee of quality.
General Tips
No matter whether you sell services or products, these tips will help your ‘About Us’ page connect more effectively:
- Keep it conversational: Write in a tone that reflects your brand but feels approachable. Avoid jargon!
- Use imagery wisely: Photos of your team, your workspace, or your products can help bring your story to life.
- Make it easy to navigate: Break text into sections, use subheadings, and consider adding a call-to-action (CTA) at the end that encourages visitors to get in touch, explore your services, or shop your products.
- Update regularly: This is a huge one, and something that is often forgotten. Remember that your business evolves, grows and changes, and so should your ‘About Us’ page!
Make sure it reflects your latest achievements, team members, or product innovations.
Your ‘About Us’ page is far more than just a formality – it is a genuine and real opportunity to connect with your audience and show what makes you different.
If you’re unsure about your business’s existing or new ‘About Us’ page, our team of expert copywriters can help you make it sing a little louder. So, feel free to get in touch for your free consultation.
