The "About Us" page is one of the most underrated and underloved pages of websites and blogs. But it is one of the most powerful pages you will create for your website. The "About Us" page is where your readers or clients will come to learn more about you. It's where you tell people what you bring to the table, why they should buy from you or even read your blog. It's not an easy piece of content to write, but with the right amount of care and nurturing, you'll build trust with your audience and keep them coming back for more.
In this post, I will show you how to write an "About Us" page that will connect and convert.
Write about your audience.
Put your audience at the centre of the story. The reality is your audience doesn't come to your website for you; they come to your website for them. If they read your content, what value are they getting from you? How do you make their lives a little bit better or easier? Write your "About Us" page for your audience. Make it about them. For example, I’ll say something like “tell better stories with great content. Let Bourbon & Honey help.” It makes my potential client feel like they are in the driver’s seat when it comes to creating content for their website, blog, newsletter or social media channels.
Stay away from technical jargon.
Technical jargon is great if you are talking to someone in your industry. However, it doesn't belong on your "About Us" page. If I’m going to a financial service company and they use terms like “accrual” and I don’t understand that, I’m probably going to move on to a company that connects with me. Connection and understanding are more important than showing your audience how much you know.
Don’t forget your brand values.
Your "About Us" page should be drenched in your brand values - it is, after all, your introduction to your audience. The trick is to write it unobtrusively. You want to your audience to connect with your brand values right away, but make them feel like they drive the relationship. If you are not sure what your brand values are, I've created this handy guide (with examples) to establishing your voice. This guide will help you create a brand voice checklist. This checklist will help you infuse your "About Us" page with your brand.
Make it visual.
Statistics show that you retain more information when you see it. (Source) When building your "About Us" page, think about adding in visuals to make it more appealing and capture attention. You can tell your story using a fun photo series, include your company history as an infographic, showcase your company's staff using funny photo or tell people what you're all about using a video.
Let your customers do the talking.
You don't go to a restaurant without checking reviews or asking your friends for their thoughts if they've been there. You trust what other people say about that restaurant. Your strongest asset is your audience. If you can use your audience to help build your "About Us" page, you can create a lot of trust and loyalty in very little time. If you have testimonials, awards, recommendations or accolades, include them here.
Include a call-to-action.
Content marketing is all about guiding people through your sales funnel. We include calls-to-action on every blog post, landing page, webinar, video, etc. Including one on your "About Us" page is an easy way to encourage your readers to continue to read your content.
Your "About Us" page is prime real estate for your company. It takes a lot of care and nourishment to make it a piece that informs and delights your audience. If you don't remember anything in this post, remember these most important tips when writing your "About Us" page:
- Make it human.
- Make it about your audience.
- Make it interesting.
And if you are still unsure what to do with your "About Us" page or have no time to do it, my team can help you write a killer page that will delight your audience.