How do You Write an Effective ‘About Us’ Page for Your Company?

Strike a balance

The moment you begin crafting your copy, keep in mind the core reason that customers are looking at your About Us page in the first place. Ultimately, it all boils down to them wanting to know if they can trust your company.

When they visit the page, they are looking for answers to questions such as how large your company is, how long it has been in business, where you are based and what makes your products and services different to those offered by the competition. Taking the time to write content that provides clear and unambiguous answers to these questions will ensure your About Us page does its job of convincing customers to follow through with their purchases.

Just the facts

Though it’s absolutely fine to spent time pointing out that your products or services are better than any others on the market your About Us page is not the place to do it.

Think of this page the way you would a CV you are putting together for a job application. It’s a chance to blow your horn and give people information about all of your achievements, but you do so in a way that is based on facts rather than hype.

Unless your origin story is truly fascinating, take care not to bore the reader with a long, detailed explanation of how your business came into being. A simple and straightforward approach that is both compact and concise is far more likely to be successful.

Let your customers sell you

In traditional markets, the decision about where to purchase your goods or services from are often made by word-of-mouth recommendation. In the online world, this effect can be achieved by including customer testimonials on your About Us page.

Remember this page is all about building trust so include the full name of your client and customer, along with any relevant details that could add to the credibility of the testimonial, such as the date they made their purchase or made use of your service. You should also try to include pictures of those giving the testimonials, along with any relevant images, such as a completed property in the case of a builder.

If your company has any awards or accreditations, make sure they are mentioned, though you should attempt to focus more on consumer-focused awards rather than industry-specific ones.

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