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

The About Us page of your website is the digital equivalent of having someone stand at the entrance to your brick and mortar store and welcome everyone who comes through the door. Analytics show that this page is likely to be one of the most visited on your site, yet it is also one of…

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The About Us page of your website is the digital equivalent of having someone stand at the entrance to your brick and mortar store and welcome everyone who comes through the door.

Analytics show that this page is likely to be one of the most visited on your site, yet it is also one of the most awkward to write.

This is because to be effective your About Us copy needs to achieve the delicate balance between saying just enough to convince a potential customer that your company is the right choice for them and saying too much so that you leave the customer thinking your company is focused on itself rather than those it serves.

However, by thinking about the page from the perspective of the customer and following a few simple guidelines, you can easily put together a page that hitsWeb page hits were all the rage in the early days of the internet, but have since been replaced by far more granular, valuable data. the right target every time.

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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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