When people visit your website, they want to know:

• How big you are
• How long you’ve been in business
• Where you’re located
• The faces behind the products/services
• What makes you special
• Your core values
• Why they should buy from you and not your competitor

A perfect place to tell them these things is on an “about us” page. It’s the one page on your site that’s all about you, and you get to sing your own praises, so it should be easy to write – right? Well, no. You can’t be boring – no detailed historical summary of your company. Or conceited – no bragging (or at least, no bragging that sounds like bragging).

Here’s more about answering those questions (plus some) on an effective about us page.

A mission statement

Succinctly state your goal in the industry – what are you here to do? What is your reason for existing?

Your company history and evolution

Where did you start and where are you now? How have you grown? What have you learned while doing business that helped your organization mature?

Your "aha!" moment

Every business is founded on an idea. What idea led you to open a business?

Who you serve

You’ll only do business with a fraction of the people who view your about us page, so it’s crucial to identify your core customer. Who are you here to serve?

What you're offering

Clarify what you're offering – don’t generalize your product or service. Be explicit about what someone will get when they work with you.

Examples of others you've served

People trust other people more than businesses, so if your loyal customers are willing to write/record testimonials, link to those on your about us page.

Your values

Who are you as a person/team? What bigger picture in life drives your business? What morals do you hold dear?

Visuals

Photos of your employees and/or headquarters, a visual timeline, a video summary of your about us information … some people won’t want to read your page, so offer other forms of media with the same information to avoid losing visitors.

We know it sounds daunting, but you can’t avoid this task. A well-written “about us” page shows off your personality, differentiates you from the competition, and leaves a positive impression on site visitors. And since analytics show it’s the second-most visited page on your site, it must be well-written. Consider our tips above – and if you need help, contact us!