How to Write an Eye-Catching “About Us” Page in 7 Easy Steps

About Us Page

Want to know how to create a terrific “About Us” page? Well, look no further, because we’re going to show you exactly how to do it.


Every page on your company’s website should serve a specific purpose. 


At least one of these pages should tell the reader a bit more about who you are and what you do.

This information is typically found on the “About Us” page.


Well-written “About Us” pages succeed in telling the story of your business while emphasizing its biggest selling-points.


The sad reality is that most people often disregard their “About Us” pages and see them more as a requirement, than an opportunity to attract new leads.


This leads to boring and information-ridden pages that cause the reader to lose interest.


This post will show you exactly how to avoid this and create an “About Us” page that’ll make your business stand out from the rest!

1. What’s the Purpose of Your “About Us” Page?

When visitors want to find out more about how your business works and who’s involved, this is the page they’ll look for.


In a study conducted by KoMarketing, 52% of participants stated that the first thing they wanted to see when landing on a company’s website is the “About Us” page.


Instead of bombarding the reader with information, your “About Us” section should be a concise, striking page with several goals:

  • Tell the founding story of your business and why you decided to start it
  • Provide customers with your mission statement
  • Show the reader exactly what you offer
  • Introduce the reader to those who work behind the scenes
  • Show off the success of your business by providing credentials and positive testimonials
  • Inspire trust in your business

It sounds like a lot, but if you’re able to relay this information to your reader effectively, it will go a long way in generating leads and differentiating your company from the competition.


Not sure exactly how to start? Don’t give up just yet, this post will guide you in creating an “About Us” page that succeeds in captivating potential customersand growing your brand.


Here are 7 easy steps to help you write an “About Us” page that’ll show everyone you mean business!

2. 7 Steps to Create an “About” Page

2.1. Understand Your Brand (and Your Target Audience)

Target Audience

Before you can start creating your “About Us” page, you should make sure that you understand what you’re selling and who you’re selling it to.


Your company’s online brand represents what you stand for, your mission, vision, values, and objectives.


You have to make sure you know how you’re going to convey your brand to the reader.


It’s one thing to have a brand message, but when you’re communicating this to your potential customers, you have to ensure that they understand exactly what they can expect from you.


In other words, when you’re communicating information about your company on the “About Us” page, you have to tailor your copy according to the target audience.


To be able to affiliate your brand with your target audience, you need to get to know who they are first.


The wording and tone of your text, as well as how you visually present it, should align with your target audience.


Use this opportunity to highlight the identity of your brand, this will make the target audience connect with your company on a more personal level.

2.2. Carefully Consider Your Outline

Now that you understand your brand and your target audience, you should carefully plan the structure of your “About Us” page.


Adobe found that if given 15 minutes to consume content, two-thirds of participants would rather read something beautifully designed than something plain.


To keep the reader interested, the page structure should excitingly tell your company’s story and provide all the necessary details about what you’re selling.


Try to add elements to your structure that showcases the identity of your brand


This could be your company’s humble beginnings or its climate change awareness, it all depends on the audience!


The best way to express your brand identity is by incorporating it into your mission statement.

2.2.1. Craft a Compelling Mission Statement

Your company’s mission statement is its core, its reason for existence.


It should be an alluring statement that tells the reader more about the values and principles that separate you from the competition.


It’s a good idea to start with your mission statement, as it will immediately let your target audience know that you have certain values at your core.


Another way to communicate what your company is all about, while keeping the reader interested, is through crafting a narrative.

2.2.2. Creating a Narrative

Creating a Narrative

Consider telling the story of your brand in a captivating way while still including information that would otherwise be seen as bland if you just mention it on its own.


Here is an easy method to help you create an interesting narrative for your “About Us” page:

  • Set the scene: Where did it all start? Who were the founders? What was the industry like before your company came onto the scene?
  • Introduce the theme: The problem, and its solution (what your company provides).
  • Begin the journey: How did you go about finding a solution to the problem? How is your solution better than your competitors’?
  • Resolve the story: You’ve solved the problem and your company is up and running. This is the perfect time to start showing off your success and naming well-known satisfied clients.
  • Make the point: You’ve caught their attention, now seal the deal. Emphasize how you can provide the reader with exactly what they want.

Implement this method and you’ll be able to easily construct a narrative that incorporates all the necessary information about your business, without sounding boring!


However, following these points doesn’t necessarily ensure that you're not subjecting your reader to information overload.

2.3. Be Informative but Don’t Overload

Be Informative but Don’t Overload

You know what they say, the only thing worse than writing too little information is writing too much information.


You probably know everything about your business, its ins and outs, peculiarities, and technicalities.


This leaves you with a lot of information that you could incorporate into your “About Us” page. Maybe a little too much information.


When you have a lot of source material, it’s easy to suffer from information overload – an excess of facts and a seemingly endless list of important points.


Unfortunately, providing all these facts might cause your narrative to become stretched out and readers might lose interest in your major selling points.


Luckily, information overload is easy to avoid. Here are a few tricks to make your “About Us” narrative a bit more condensed while being informative at the same time:

  • Organize your source material: Take a look at all the points that you want to mention about your business and try to combine bits and pieces to create a more coherent whole.
  • Avoid redundancy: Resist the temptation to restate an essential piece of information. It might seem like you’re trying to get your point across to the reader, but rather try and say it right the first time.
  • Use lists: See how much information I could fit on this page using lists? Lists help to reduce the amount of writing by eliminating the need for sentence and paragraph transitions. And they’re easier to read! Just don’t overdo it, lists can become a pain if they’re too prevalent in a text.

2.3.1. Where Did It All Start?

Consider using your company’s history as the basis of your identity.


A 2017 study that was conducted by BBMG found that 73% of respondents care about the company, not just the product when making a purchase.


One way to help the reader get to know your company better is by incorporating your values into your founding story.


If your company has been operating for a long time, a founding story could help bolster your brand authority and inspire more trust among your potential customers.


Remember to be careful of information overload, only highlight the historical milestones that showcase your company’s identity and values.


For example, Solemn Oath Brewery did a splendid job in incorporating their founding story with their “About Us” page:

Analytical Features

Another helpful tool to visualize your company history is a timeline. 


It will help reduce the amount of text that goes into explaining your company history.


Here are a few sites that can help you to create a timeline in no time!

2.3.2. What are your values?

sharing your values

It’s a good idea to explain why your offers are important to you.


Including your values and principles into your narrative displays transparency, which is an appealing quality that can help convince the reader to buy into your business.


For example, if a portion of your sales goes towards charity, the “About Us” page is the perfect place to show the reader your charitable efforts.


Emotion plays a big role in decision-making processes, by sharing your values you can tap into the reader’s feelings by helping them relate to your company.


Values also apply to how your employees should approach their work. 


If the reader can see that your employees follow a set of core values and principles, it’ll persuade them to potentially buy from your company.

2.4. Tell Them What You Offer in More Detail

Now that you’ve told the reader who you are, it’s time to tell them exactly what you sell.


Even though you mainly told the reader about your company, the ultimate goal is to show them why they should buy from you.


Everything you add to your “About Us” page should contribute to this goal.


This is an integral part of building rapport between you and the customer, which plays an important role in building your sales funnel.


Earlier we spoke about how your product should be thought of as a solution to a specific problem.


So, when you’re telling the reader about your product, talk about the specific solutions that your product provides.


Your narrative must be focalized around how your product is beneficial to your customers.

2.4.1. What Makes Your Company Different?

No matter what industry you’re in, there will always be competition, and as you know, it’s better to stand out than blend in.


Usually, customers are overwhelmed with options, and they want to understand why one product is different than another.


Your “About Us” page is the perfect place to introduce customers to your unique value proposition (UVP).


Your UVP is what makes you different from the competition, the one thing that makes you stand out.


It should be foregrounded in your narrative and should be the major selling point that shifts the customer’s attention away from the broader industry and towards your product.

2.5. Include Your Business Model

Customers want to understand how your product offers a solution to the problem.


Sometimes your business model can help readers understand how your company solves the problem by providing some transparency.


Try providing some information regarding your supply chain and your production process while relating it to your brand identity. 


Customers might be more inclined to buy from you if they see that you care about product quality.


Only include parts of your business model that would be of interest to the customer. 


Things like your marketing strategy and revenue model are of no use to them.

2.5.1. Include a Photo Gallery or a Video

Gallery

Visual elements can help tell your story and reinforce the brand identity that you’re presenting.


Adding photo galleries and videos will encourage readers to trust your company, as you’re not just telling them what your company is about, you’re showing them. 


This might include:

  • Production videos (Check out Couro Azul’s website for inspiration)
  • Staff photos
  • Workplace photos

This will help to create a visual representation of your company for the reader and will help them to get to know your company better.

2.6. Put a Face to Your Business

girlboss

Putting a face to your company helps to humanize it, inspire trust among your customers, and exhibit the people who help make your company the well-oiled machine that it is!


It’s okay to get a little personal. 


A little sincerity goes a long way in creating an authentic identity for your brand.


Highlighting the people behind your company shows that you care about all the aspects that go into providing the best product possible. 


They’re helping you offer a solution after all.


Take a look at how Mailchimp highlights their hardworking staff on their “About Us” page with this photo:

about us photo

The staff is pictured smiling and wearing colorful matching T-shirts in front of a vibrant background.


This photo gives the impression that the staff members are happy to be a part of the Mailchimp team. 


Above all, it shows that they’re passionate about the company they work for!


So, go ahead and convey the passion you have towards achieving your company’s goals!

2.6.1. Encourage Trust

Encourage Trust

In the modern globalized world, face-to-face meetings between customers and businesses rarely happen.


The advantage of a face-to-face meeting was that it gave the customer a chance to evaluate the business by seeing whether he felt comfortable working with the salesperson or business owner.


However, that is not the case today.


Your “About Us” page will most likely be one of the most visited pages on your website, so it’s a good idea to use the page to inspire trust among your potential customers.


Here are two ways to help encourage the reader to place trust in your business:

  • Tell the reader where your company is located. This is something they can relate to, mentioning the city and country on your “About Us” page gives the reader a sense of how far you are from them
  • Provide social proof. Present the reader with past experiences of actual customers through testimonies or interviews

2.7. Provide Access to More Information

Social media

Now that you’ve shown the reader what you’re all about, you’ve hopefully convinced them to buy from you. It’s time to show them where to find your product and introduce them to the purchasing process.


If your website has an email sign-up form, include a link to the form at the end of your “About Us” page.


Your stunning “About Us” page should have encouraged the reader to subscribe to your email list.


If you have a squeeze page, include a link that takes the reader back to where they can sign up for your mailing list.


Your landing page should include more in-depth detail of how customers can purchase your product, so it’s a good idea to insert a link that takes the reader directly there. Might as well get them while their interest has peaked!


Be sure to include all the links to your social media pages on your “About Us” page so that your customers have the opportunity to continue their journey with your business.


Don’t forget to add all your contact details such as your business email, phone number, and address to ensure that potential customers can reach you easily if they have any queries.

2.7.1. Use Your “About Us” Page as Part of Your Sales Funnel

Sales Funnel

Your “About Us” page can play an integral role during the interest stage of your sales funnel.


During this stage of your funnel, the customer is considering all of their options and is still on the fence about whether they should buy your product.


Your “About Us” page is the perfect opportunity to offer valuable and interesting content that isn't too hard selling.


By displaying your expertise on your “About Us” page, you show the customer that you can offer some help with their decision-making process.


It’s the perfect time to delicately market what you’re selling without trying to sell too hard.

3. The Problem with Many “About Us” Pages

Kartra logo

So far, you’ve seen how to create an “About Us” page that is guaranteed to sweep every reader off their feet.


However, it’s important to be aware of what makes an “About Us” page not so great:

  • Your “About Us” page is the perfect marketing opportunity, make sure it doesn’t come across as a boring history lecture about your company.
  • Watch out for information overload! This does nothing except cause  the reader to lose interest in the bigger picture, which is “why they should buy from you”.
  • Don’t forget to tell your reader what your company actually does. A beautifully written story will mean nothing to the reader unless you tell them exactly what your company offers.
  • Don’t sell too hard. Even though this page is about promoting your product and company, you must try to keep a healthy balance between getting the reader’s interest and selling them the product.

4. Conclusion

When writing your “About Us” page, it’s important to be aware of the value that it can add to your website or funnel.


A well-written “About Us” page can greatly assist in generating leads and making more sales. 


It’s much more than an informational page, it’s a chance to show the reader what 

your company stands for.


If you already have an “About Us” page, take a look at your analytics to see if new visitors are regularly visiting this page. If not, this post might provide a few helpful improvements.


Writing is a process that often takes time and a constant effort to perfect.


Even though it might seem like you have too much or too little to say on your “About Us” page, keep the above-mentioned steps in mind and you’ll be able to improve your copy significantly.


Now go ahead and write an “About Us” page that’ll show every reader that you mean business!

Other posts on sales pages:

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