You would have thought that an ‘About Us’ page would be one of the simpler web pages to generate, but sometimes the most ‘simple’ pages end up being the most challenging! You know what your company is. You know what your services are, your virtues, your goals. But conveying that information – knowing what to include and what to exclude – isn’t always easy.
The Benefits of a Good ‘About Us Page’
Getting it right is crucial, however. Putting it simply, an ‘About Us’ page is your opportunity to share your story and mission – communicating who you are and what you stand for. This then helps to build trust with your audience. We can’t tell you the amount of websites we’ve seen that either get it wrong or don’t even include an ‘About Us’ page in the first place. It’s never a good look.
Transparency in sharing your history, team members, and business practices is crucial for revealing the face of your business and connecting customers to your brand on a personal level. According to a recent study, for instance, internet users are four to six times more likely to purchase from, trust, recommend, or defend brands that provide clear, relatable information about themselves. And that’s exactly what you have to do with your ‘About Us’ page.
It’s important to remember, too, how many competitors you are dealing with. Even with a beautiful, engaging web design, a lot of the time, the first page users click on when they enter your website is your ‘About Us’ page, and that’s because of the sheer amount of options they have – and their desire to know that they’re in the right place. As a result of this, failure to get it right will only increase your overall bounce rate.
Building the Best ‘About Us’ Page
As mentioned before, this isn’t going to be an easy exercise, which is why it’s important to cut it down into easy chunks. The first thing to include is a basic company overview. Here, you can write a brief introduction summarising what your company does, why it does it when it was founded, as well as your core services or products.
This should be written with your brand in mind. If you just publish an ‘A to Z’ of your company, readers are likely to switch off and look elsewhere, because while they might be getting accurate information, they’re not getting a good look at your personality. Just as if you were writing the first chapter of a book, you need a good hook to get people invested and keep them engaged, and this comes with writing in your company’s ‘voice’ – a unique, brand-oriented section that provides immediate context while setting the stage for deeper engagement.
Another key thing to include in your ‘About Us’ page is the inner workings behind the glossy interface. If this is about showing the face of your company, then you should, quite literally, be showing the faces behind your company, highlighting key team members to add even more of a personal touch. Whether they appear on your website or not will, of course, be up to them, but if possible, you should have profiles or bios of all your most prominent members, including their roles, expertise, and personal anecdotes, along with photos. By showing the real people behind the brand, customers will feel far more comfortable engaging with you, with significantly enhanced trust and personal connection.
Other Details to Include in Your ‘About Us’ Page
These are the main pieces of information to include in your ‘About Us’ page, but there are many more to consider. If you have any achievements or awards, these should all be included to enhance your credibility and demonstrate respect in your industry, reassuring customers about the quality of your products or services. You should also remember to include a CTA, encouraging visitors to take the next step and ensuring your ‘About Us’ page serves a functional purpose beyond just information.
Contact information can be detailed at the bottom of the page, including your email, phone number, and links to social media profiles, and you should make sure to have as many images or videos as possible – helping to break up the informational text, while conveying your brand’s style and ethos more visually. If you make sure to include all of this, you’ll be left with a page that not only presents all the most important information about your brand but does so in a way that tells your story and fosters a more real connection with your audience.
For more information and guidance on your own web design, contact us.
