How to Write an Effective About Us Page
Discover the top techniques for writing an effective About Us page that accurately conveys your brand’s narrative, establishes a connection with your audience, and establishes trust.
The About Us page is a crucial aspect of any website. It is a standard feature for all successful businesses, regardless of their respective industries or products. This page serves as a platform to narrate the brand’s unique story and establish a connection with the audience.
In today’s digital age, storytelling and fostering relationships with customers have become increasingly important.
A recent Demand Gen survey revealed that 55% of B2B buyers stated that a compelling and relatable story is the most likely reason for them to initiate a conversation with sales. Given that the About Us page is one of the first places customers seek information about a business and its story, it must be given the necessary attention and effort to ensure its effectiveness. Let’s delve into the process of creating an effective About Us page.
What is an About Us page?
An About Us page is a platform to narrate the brand’s story and an opportunity to communicate to the customer the services and solutions the company offers and how it works to fulfill their specific needs.
Rather than simply stating, “Here’s what we’re about,” it should convey, “Here’s who we are, our motivation for starting, and what we can do for you.”
It is worth noting that this page may also be referred to by various other names, such as:
- “About (brand name)”
- “Our Story”
- “Our Mission”
- Or simply “About.”
A typical About Us page may include a wide range of information, with the most frequent sections being:
- Target audience and offerings
- Brand background and origin
- Mission and goals
- Brand values and their implementation
- Team members’ brief bios
- Services/product creation process
The inclusion of the sections above is entirely contingent upon the nature of your business, including the industry in which you operate, the products or services you offer, and the level of uniqueness they possess. It is also essential to consider your brand’s tone and the information that would be most interesting to your customers.
The extent of content on the About Us page varies depending on factors such as the brand’s core values and principles. As you will observe, some businesses have minimal content on their About Us page, comprising only a few sentences. Conversely, others may have extensive narratives about their brand’s origin, while others may have multiple pages dedicated to the About Us section.
For instance, a brand with a strong focus on environmental or ethical standards may dedicate more space to explaining its adherence to these principles than a brand that sells a specific product.
What are the benefits of an About Us page for your business and SEO?
The About Us page is a fundamental aspect of any website as customers expect it, and frequently sought after when visiting a new brand online. It is considered the second most important element on a website after contact information. Additionally, it holds more significance than other elements, such as product images and videos, live chat, social media icons/links, and a blog.
Therefore, creating an effective About Us page is of paramount importance. Moreover, it has additional advantages that may have yet to be initially considered.
Brand Transparency
Customers highly value transparency as it allows them to gain insight into a business’s operations and to confirm that the company practices what it preaches. The current climate reflects this, with 86% of U.S. consumers believing that transparency in business has become more important than ever before. The About Us page is a benchmark for the level of transparency a company upholds.
Sharing Values
Customers are increasingly inclined to support brands whose values align with their own. A global study revealed that 84% of consumers are more likely to purchase a brand whose values they identify with. The About Us page serves as an ideal platform to articulate a brand’s values and the principles it stands for.
Connecting with Clients
Writing an effective About Us page enables a business to establish a connection with customers, particularly during their initial interactions with the brand. Narrating the brand’s story, mission, values, and purpose allow customers to relate to the company on a personal level.
Promoting your website's E-A-T
In terms of SEO, the primary objective of creating an About Us page is not to improve the page’s search ranking. Instead, it enhances the website’s expertise, authority, and trustworthiness (E-A-T) by providing information about the brand’s background, knowledge, and qualifications to sell specific products offer specific services, or create content on certain topics.
How to write an About Us page?
Are you finding it challenging to compose an About Us page? Worry not. Here are the fundamental steps to create an effective one and the essential elements that should be included.
Express the ultimate objective or ‘big why’ of your brand (your mission statement)
It’s important for modern consumers, especially Gen Z, to know their purchases align with their values and that the businesses they support also care about the same things.
- Why does your business exist?
- What problem in your industry is it trying to solve?
Share your mission on your About Us page.
Explaining your mission gives them another reason to align with your brand. Share your “big why.”
Detail How Your Offerings Aid Your Customers
The next step in creating an effective About Us page is to provide specific information about your business. Outline:
- What you sell: Clearly describe your products or services. If they are unique, explain their functionality.
- The issues your offerings address for customers, both tangible and intangible. For instance:
- Tangible: “Our marketing strategies assist health food brands in achieving their business goals.”
- Intangible: “Our approach enables health food brands to establish genuine connections with their customers.”
It is crucial to keep the focus of your explanations on the customer throughout the About Us page. Avoid the pitfall of making the page solely about self-promotion. Instead, position your business from the perspective of:
- Why the customer should be interested.
- How they can relate to your brand.
- How your business can assist them.
Narrate Your Story
Narrating the brand’s story on the About Us page, including the origin and background, can be highly beneficial. This may include details such as the company’s humble beginnings, the inspiration behind its inception, the innovative solution to a prevalent problem, or the challenges and obstacles overcome.
Additionally, it is important to communicate the company’s future aspirations and goals, highlighting the aspirations for its growth and development.
Introduce Your Team
In the interest of transparency, it is advisable to introduce the individuals behind the business, including their names and roles within the company. Additionally, providing photographs of the team members helps to build trust with customers as it offers a humanizing element, thus dispelling the notion that the business is represented solely by a logo, anonymous executives, or digital text.
Furthermore, including bios of the team members or site contributors can assist Google in identifying authorship and reputation.
Guide them on the next steps following their perusal of the About Us page.
At the end of your About Us page, instruct your readers on what to do next. A few strategic CTAs should do the job. You can add a CTA button at the bottom, which redirects them to:
- Discover your services and products.
- Go through your blog.
- Subscribe to your newsletter.
- Or participate in something else that will keep them involved with your website and content.
13 About Us Page Samples
Having been aware of how to construct an About Us page and which areas to include, let’s look at some instances of About pages that have been done properly.
Oatly
Oatly’s About Us page demonstrates how it is possible to maintain your brand’s voice across all content and web pages. Additionally, it provides plentiful data for any interested potential customer. Their manner, which is snarky and unconcerned, is accurately conveyed in all parts of the page.
Chronicle Books
Chronicle Books, the publisher, has a straightforward, text-centered About page, which is effective due to the clear titles and engaging details they have included in their story. For instance, they have their headquarters in an old naval machine shop, showing the organization’s distinctive nature.
NerdWallet
NerdWallet, a business in the financial sector, is an excellent instance of a brand that has grown it’s About Us page into a multi-page affair, featuring details about the company, the key people, the effect, and further information. In addition, NerdWallet is a great model for precisely articulating its purpose and goal while emphasizing the consumer.
SEMRush
Semrush, the SEO and content marketing service, places a huge emphasis on data, and this is mirrored on their About Us page. They use statistics and visual elements such as graphs to illustrate how long they have been operating and how many customers trust their tools.
Healthline
Healthline delivers medical advice and data to a wide audience, so its About page must demonstrate its reliability and trustworthiness (in other words, it requires a good deal of expertise, authority, and trustworthiness – known as E-A-T). As expected, the page contains comprehensive information regarding how they stay consistent in their content and ensure that it is always up-to-date and backed up by evidence.
Ogilvy
Ogilvy, a well-known advertising, public relations, and consulting firm (founded by the celebrated ad copywriter David Ogilvy), utilizes its About page to spotlight the skill and diversity of its employees. As this is a highly successful company that creates ads and other types of marketing for popular brands like Netflix and Coca-Cola, this is a sensible approach.
Liquid Death
If you’re unfamiliar with Liquid Death, it’s water inside a can. It may come across as peculiar, but that’s the Idea. Despite having a unique product, they’re About Us page only requires a little explanation. The company acknowledges that sometimes the product speaks for itself, so the page contains two paragraphs, a mission statement, and a contact button.
LegalZoom
On their About page, LegalZoom presents compelling data to illustrate the difference they have made over the past two decades. Instead of bragging about the accomplishments of their own company, the company accentuates how their services have assisted people, such as “Protecting families and friends,” “Assisting entrepreneurs,” and “Providing customers with access.”
Everlane
A brand that wishes to be distinguished due to its moral practices must demonstrate these values. Everlane, a company that sells apparel with a focus on ethics, uses its “About Us” page to provide insights into the production process, the measures taken to ensure ethical partnerships with factories, and the type of materials used. Moreover, the company has separate pages dedicated to discussing its environmental projects, the amount of carbon dioxide it emits, and other related topics.
Amy Porterfield
Amy Porterfield, an entrepreneur and business coach has a comprehensive About page that details her journey from a traditional corporate job to self-employment. It is an effective way for her to relate to her viewers and simultaneously showcase her professional experience and qualifications.
Delish
Delish is a hub of culinary experts, from cooks to bakers to food lovers, who share recipes and advice. Their About page is focused on the people who make it happen, beginning with a series of GIFs featuring different contributors.
Wild Idea
Wild Idea is a business that is owned by a family and has a ranch devoted to ethically rearing buffalo and rehabilitating prairie grasslands. Their mission and family unit are key elements discussed on their website, in addition to their unique system of “humane field harvest.” Additionally, please take advantage of wide-angle shots to feature the expanses of grasslands and the bison herds they tend, along with the humble individuals who started the business. The correct visuals can greatly benefit in developing trust and engaging the viewer.
Moleskine
If you love to write, sketch, or jot down their thoughts, you know about Moleskine and their notebooks which have a great reputation. You can take a look at their “The World of Moleskine” page, where they use headings like “Our Heritage” and “Our Manifesto” to emphasize their rich history and standing.
These About Us pages have one key element in common: they are all designed to demonstrate expertise, authority, and trustworthiness (E-A-T). They include information about the authors and creators to strengthen their brand further, such as having a dedicated bio page for brands with multiple authors.
It is necessary to ask two questions: “What is the purpose of your business, and to whom does it cater?”. An About page should be able to answer these inquiries. Although it is standard practice, it must be written carefully and strategically to help establish trust with the customers and show why your brand is reliable. The About Us page should not be an afterthought; it is a critical web page that requires proper planning and writing.
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