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Website Resources

How To Write An
About Us Page

Let’s say you own a bakery. You might have a page on your website talking about your bakery’s location, history, and why you opened the bakery. This page is the “about us” page of the website.

Businesses often use the about us page to provide customers with more information about who the company is and what they do.

Customers, for example, will want to know where your company is located (city and state). What sets your company apart from your competition (what makes your company unique?). How many employees your company has. And what your company stands for, such as your mission, vision, and values.

Your About Us page is where you can establish a relationship with potential customers, which might be more difficult if you aren’t meeting them face to face.

In this blog post, I’ll go through seven items that you should include on your about us page to build trust with potential customers and turn site visitors into paying customers.

01. Talk To Your Customer

It’s essential first to figure out who your ideal customer is. It will be easier to communicate with them once you’ve determined who they are.

Look at their psychographics and demographics to get a better understanding of who they are. What are their pain points? What is it that keeps them awake at night? Also, what are their goals? What are the dreams that they can’t seem to get out of their heads?

It will be easier to write copy that speaks to them and makes them feel understood once you’ve figured out who they are.

On your about us page, let your ideal customer know how you can help them with their problem. Provide simple answers and benefits that show that you understand their situation and what they are going through.

The about us page is also an excellent place for your business to illustrate how it shares the same values and beliefs as your ideal customer.

If your ideal customer cares about the environment, you might explain what your business is doing to help the environment by embracing sustainability.

02. Include a FAQ Section

FAQs allow you to respond to specific questions your customers may have regarding your business. They’re also another approach to communicating with and interacting with your ideal customer. 

Understanding your ideal customer is the first and most crucial step.

You may already have a list of your customers’ most frequently asked questions. If you do, organize the questions and answers and add that information to the Frequently Asked Questions area of your about us page.

If you’re unsure what questions your clients are asking, look at the ‘People Also Ask’ section of the search engine results page for some inspiration. Being efficient with your keyword research will help you understand the questions that your potential customers have.

Organizing the questions into themes is a terrific method to help your customer understand all aspects of the areas they’re curious about. The customer will benefit from the simple and accessible information to consume.

Don’t feel pressured to have a large number of questions and answers. Instead, concentrate on quality and what your customer is looking for. Also, keep in mind that you can always add to it later.

03. Share Your Mission, Vision & Values

Customers care about a business’s mission, vision, and values. They’ll look at the about us page to see if they share the business’s core beliefs and determine if they can connect with your brand.

Telling your business’s story to your customers is an effective way to connect with them. You can explain your company’s history and how your business operates and then relate that back to your business’s mission.

Photography, film, infographics, and illustrations are other ways to share your story.

04. Include Company Photos

To provide variety and break up the text in your page design, switch up the media on your about us page.

It is essential to have high-resolution, high-quality photos. Ideally, you’d want to hire a professional photographer to take your photos. You could use a combination of professional photos and behind-the-scenes photos to show visitors what goes on behind the scenes at your business.

It’s just as important to avoid using stock images or to use them sparingly. Customers will not trust a website that uses stock photos because they will not know who is behind the business.

05. Add A Call-to-Action

A call-to-action button assists your customer in navigating your website.

It’s essential to decide on the call-to-action buttons on your about us page and where they should appear.

Call-to-action examples would be:
·      Subscribe to our newsletter
·      Read our latest blog
·      Join our community
·      Check out our products
·      Listen to our podcast
·      Contact us

As you can see, there are a variety of call-to-actions that you could use on your about us page. It might be beneficial to try out different calls to action to determine which one has the best results for your site visitors and customers.

06. Include A Video About Your Company

There is such a wide range of videos that you could use on your about us page. For example, you could show behind-the-scenes customer testimonials, interviews with your team, your business’s involvement in your community, etc.

Research shows that users are more inclined to watch a short video rather than read something. HubSpot has a fantastic article that spotlights the benefits of video marketing.

You will want a high-quality video. It could potentially harm how customers perceive your business if you don’t.

When uploading videos, make sure they’re formatted so that it doesn’t cause your page to load slowly. Larger files can slow the speed of your website, so keep that in mind.

07. Include Testimonials, Press & Awards

There are a variety of ways that you can share social proof. For instance, you could use video testimonials from customers or PR interviews of you promoting your company.

You could also have a section on your about us page that features logos of publications that you’ve been mentioned in, for example, Vogue or Glamour.

63% of consumers said they are more likely to purchase from a website with reviews and testimonials, according to Boast. By using social proof to show your business’s accomplishments, you’ll gain more trust from customers.

Conclusion

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