When creating a website, many focus on good graphics, a well-thought-out flow, and content that resonates with readers. All are vitally important. Yet many overlook the opportunity an About Us page presents. It’s often an afterthought—something they throw up because they must.
Yet an About Us page is a crucial part of every website. It shares your story and highlights your core values. A Hubspot poll found an About Us page to be the second-highest rated element, with 31 percent saying it has more importance than live chat, product images and videos, and even case studies.
It’s more than branding. An About Us page gives prospects and customers a view into what you’re all about. It’s your chance to talk about who you are, why you started the business, and what you can do for your customers. Share your mission and vision for the company. It’s what you believe in and how you choose to uphold those values in what you do each day.
You might decide to put team bios up. You might explain your processes or how your products and services work. It depends entirely on the type of business you operate and what will be most useful to your audience.
But if you’ve taken the “less is better” path before, trust us, it’s not the best approach. Your About Us page is your chance to talk about your business. Your viewers will choose how much to read, so it’s up to you to ensure there is as much as they wish to take in.
Why an About Us Page Is Necessary
Throwing together an About Us page as an afterthought puts you at risk of losing valuable customers. That’s because people turn to it when they’re ready to take the next step. They land on your site and like what they see. They turn to your About Us page to confirm you’re the right company to do business with. It’s about:
Brand Transparency
Transparency is all about trust. When you meet in person, you get to know someone. You see their body language. You look them in the eye to gain trust. While you can’t do that through a website, your About Us page allows visitors to get to know you and determine if they like your values. Considering transparency is one of the highest values consumers look for in a business today, it’s worth your time to ensure your About Us page offers that.
Standing Out from the Competition
You’re not just another company to buy from. You’ve built your business for a reason, and your About Us page is the best place to talk about it. What sets you apart from your competition? Why should people buy from you? This is where talking about your mission and your values helps your customers connect with your brand.
Sharing Values
When customers buy, they look for alignment with personal values. Surveys show that consumers spend time looking for brands that reflect their own personal values. Yes, they might be able to pick that up through your Home page or by reading blog content. But an About Us page is an easy way to express your values in one place. It’s the perfect place for anyone to gather the necessary information to feel good about their choices.
Crafting Your About Us Page
Convinced your About Us page needs a little work? We have a few ideas on how to craft an effective one, including the little details you should never forget.
Tell Your Story
We can’t say this enough. Your story is why people are attracted to your company. It’s why they do business with you. Include how/why you got started. Where did your idea come from? How did you get where you are today? What were the aha moments? Where were the struggles? Don’t forget your goals and dreams. If you share your vision for the future, many customers will jump on board, wanting that dream too.
Share Your Why
Your story may be the starting point, but there’s also a reason you do what you do. Why does it matter? This is your mission, and sharing it on your About Us page alerts viewers to the bigger goal. That’s important to today’s consumers. Many shoppers want to give their dollars to things they care about. So tell them your big “why.” It might be the push someone needs to say yes to choosing your business.
Explain What You Sell
This isn’t a sales page, but there is a reason for selling what you do. Something that drove you to create the products you sell or the services you offer. Talk about your deep-rooted reasons for doing what you do. It’s about the problems you solve for your customers, both tangible and intangible. This isn’t about bragging; it should always be customer-focused. Explain why your customers should care and how you help them with their biggest problems.
What’s Next?
If visitors take the time to read your About Us page, don’t forget to tell them what to do next. A few well-placed calls to action (CTAs) will help them move deeper into your site. You might include CTA buttons that move them to:
- Read blog posts for detailed information
- Sign up for a free report or a newsletter
- Check out a product or service page
- Connect with your social media accounts
Don’t forget to include your contact information. If customers are excited, they should never have to go looking for how to connect with you.
What Does Your About Us Page Say?
Your About Us page is not just any other page on your site. It’s the necessary proof for showcasing your expertise, building transparency, and adding trustworthiness to help your customers take the next step.
Brands are good at talking about their products and services. They often have a flare for talking about the causes they support. But they often fail to spell it out on the one page that holds meaning—the About Us page.
Don’t let your About Us page become an afterthought. If it’s never been the cornerstone of your website before, spend more time with it, carefully craft it, and write it strategically.
You will notice the difference in how it pulls your sales process together. Let us help you get started.
